Hate to see you go, so I think I’ll stay. But first, coffee. Like it or not, #adulting ain’t easy. As marketers and consumers alike try to do the adult life “right,” while still trying to keep up with industry trends, the tell ol’ tail of “keeping it cool” ultimately works best when we, Boomers, Gen X and Y’ers alike, embody consistency at the forefront of day-to-day #adulting activity. Think about it, when’s the last time you changed up your daily routine, just for the heck of it? I certainly can’t recall.
Furthermore, Pew Research recently came out with a study stating that the number of U.S. adult Facebook and YouTube users from 2018 to 2019 has remained mostly unchanged (while Pinterest, Snapchat and Twitter, among others, all declined). So, how can marketers best reach and not release these beloved consistent adulting consumers?
1. Recognize the Routine: The proof is in the pudding. Per eMarketer’s recent article, “US Parents Get Digital After Dark,” just after, evening TV and movie watching (and before a few other #adulting activities), 71% and 60% of adult (moms and dads) are checking. that. social. media. Makes sense, my mom is the actual Midwest qween of Facebook and refuses to leave the throne, regardless of what Mark Z. says or does. When brainstorming, identifying (adult) target audiences, developing messaging and promotion means, we as communicators must tap into trusted platforms and mechanisms to naturally insert into routines, including the typical times of day adults are on social media, now knowing that the data screams consistency.
2. Don’t Ruin a Good Thing: No, I’m not talking landlines here, and no, I’m not going to leave the Facebook thing alone; YouTube even persists too. While they’re mitigating growing pains, your (adult) audience is proven to consistently still be there, and they’re there for a reason (and in turn more likely to engage), so we need to work within the current positive parameters, algorithm favoring tactics, and newer ad options within the platform (i.e. Story ads, messaging ads, measurement updates, brand safety parameters, exclusion targeting, video options, etc.) to break through, all while still reaching for where they (adults) are in order to achieve cost-effective ROI.
3. Still Strategically Capture Growers: Yes, Facebook and YouTube (adult) users may have remained virtually unchanged, but others (i.e. Instagram, LinkedIn, streaming TV and the like) are still growing and are positioned to maintain that upswing more so in the future. So, as consistent as we may be #adulting, new shiny toys can’t be left to the wayside. It’s crucial to still stay on top of the newbies, inserting into corresponding opportunities accordingly and not just doing something for the sake of doing it.
4. Keep an Eye on the Exit: It’s no secret that it’s been a whirlwind year for both Facebook and YouTube on multiple controversial fronts. As they approach maximum growth and/or market saturation, it’s important to be mindful of and ready for the right time for your brand to shift strategic gears and look elsewhere. Though, if your (adult) audience is still present, (pay to) play ball!
Luckily, Ketchum’s Paid Media team is seasoned in all forms of advertising, be it new, digital, traditional, or out-of-home, and also ready and consistently reachable at [email protected] to connect these often inconsistent dialogue dots, day in and day out.
