Today’s 13-25 year olds have a sophisticated awareness of advertising and brand communications. They follow brands on social media more than older consumers, essentially elevating brands to the status of close friends. But with ad blockers and the ability to click-away at will, young people also have taken control of their interactions brands and advertising—leaving brands struggling with how to best reach and successfully speak to this key group.
Our study, in partnership with TMI Strategy, describes youth’s interactions with advertising on social media and the nature of their relationships with brands on Facebook, Instagram, Snapchat, Twitter, and YouTube. We reveal how young consumers’ love for brands can coexist with their decreasing interest in ads, and identify the key areas brands must address when targeting young consumers.