Nearly half of teens expect today’s brands to interact with them on social media. But do those interactions translate to sales? The answer is mostly yes, according to a study by Forrester about social media marketing to 12- to 18-year-olds.
“These young people grew up with social media; they depend on their parents for their spending; and they’re incredibly connected,” Forrester analyst Gina Sverdlov writes. “They also have a completely different set of expectations when it comes to social media marketing.”
On average, a teen “likes” 15 brands on Facebook and follows 16 brands on Twitter—one more than adults in each category. The study found that 12- to 18-year-olds that engage with a brand on social media have a higher probability of having made a past purchase, considering a future purchase, and recommending the brand.
For instance, nearly 9 in 10 teens who “like” Starbucks’ Facebook page will recommend the coffee brand, compared to about 3 in 10 teens that aren’t fans.
At Disney, 62 percent of teen Twitter followers made a purchase in the past year, compared to 18 percent of non-followers. While the study didn’t find a strong link between social media interactions and future purchases, the data strongly correlated being a fan with making a past purchase—suggesting that most fans are already avid customers.