How Can Your Brand More Effectively Reach Today’s Media-Savvy Tweens?: 23 Advertising & Marketing Experts Share Their Advice

Today’s tweens are true “digital natives”. And in today’s world, many tweens are more knowledgeable about, and comfortable navigating, various technology and media platforms than their parents are.

This is of course due to both the rising popularity of online platforms as a whole, as well as due to the increasing number of products, games, websites, and learning platforms that are specifically targeted towards the younger generation. While this is an exciting reality for tweens, this poses special challenges to businesses who want their attention, and to marketers who want to reach them.

How can brands more effectively reach today’s media-savvy tweens?

To shed light on this challenge, we presented the following questions to 23 advertising & marketing experts who have specific experience marketing to the young generation:

1) How are brands effectively interacting with tweens?
2) What are some of the challenges companies face in advertising to tweens?
3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?
4) Where are tweens reached most effectively?
5) Are there brands that parents feel particularly good about for their tweens?
6) How savvy are kids about being messaged to?

We’ve collected and compiled their expert advice into this comprehensive guide to effective tween advertising & marketing. We want to thank each and every one of our experts for their contributions, as their responses have made this guide truly valuable and informative. We hope it will help you maximize your company’s youth marketing strategy, or at the very least, help you better understand how to communicate with your tween!

Meet Our Panel of Experts:

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Jeanne Connon

Jeanne Connon is the Chief Marketing Officer of Fashion Playtes, Inc. Jeanne has been building ground-breaking, disruptive consumer and business brands for nearly 20 years and previously served as the Chief Marketing Officer of Daily Grommet Inc., where she led acquisition, community, content and brand development. Jeanne launched her career in Internet marketing as the leader of the founding creative/development team at Monster.com and was a Core Member of the team that launched Family Education Network, (acquired by Pearson Education), managing all marketing initiatives as well as partnerships with such brands as AT&T, Yahoo, AOL and more. She serves as a Member of Advisory Board at Livrada Inc.

1) How are brands effectively interacting with tweens?

When it comes to interacting with tweens, it’s all about being where they are in any given moment, knowing what matters to them and making that authentic connection. Forget trying to push carefully crafted messages at them. This generation is hands-on and responds best when they have the opportunity to participate and be creative. For them, interaction means a two-way conversation and the opportunity to be heard on a more personal level.

2) What are some of the challenges companies face in advertising to tweens?

Some are age-old problems — like attention span — just amplified now. There are more channels, more must-see TV (on demand, at that!), more choices altogether which means a lot of noise and a huge competition for tween mind-share. And it’s not just about who has the most dollars. It’s about being believable, and willing to listen to what they have to say. Then, there’s the issue of access. Parents are protective and the government has gotten on board with the Children’s Online Privacy Protection Act. Without informed parental consent, there’s only so much companies can do to interact with this age group and have those kinds of super-engaged conversations.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

They watch when and where they want — everything is on demand, from their favorite TV shows to the YouTube celebs they follow. And yet, they also watch more socially and interactively. Think, tweeting while watching their favorite shows, or virtually chatting with friends while playing games. For brands, this means that tweens are more likely to put their own spin on any messaging and campaigns, not just passively consume them. From an early age, tweens have discussed media and advertising at home and in school, so their instinct is to questions and push back, they share what they like and what they don’t. And they expect answers. To build a relationship with these savvy consumers, brands will have to get real and find creative ways to break through the noise and distrust.

4) Where are tweens reached most effectively?

The best way to reach tweens is in their natural habitat. Where are they hanging out, what’s the latest fad? Keep an eye on up and coming apps as well as COPPA-compliant communities where they have parents’ approval to interact and engage. If there’s an opportunity to join the conversation, you could hit gold. But you can learn a lot from watching too. Above all, tweens are eager to contribute and love sharing their opinions. Give them a chance to help shape your brand and you’ll be amazed at how valuable their insights can be.

5) Are there brands that parents feel particularly good about for their tweens?

Trust is the number one factor parents consider when it comes to the brands their tweens connect with. They look at a company’s online profile and advertisements — how does the company talk to the kids … what sort of images are they presenting to them … are they respectful of online privacy rules … are the messages age-appropriate? If brands can provide a platform that helps build self-esteem or encourages creativity, all the better!

6) How savvy are kids about being messaged to?

Tweens can smell marketing speak a mile away — anything that sounds canned, fake, phony and generic might as well be invisible to them. To them, traditional banner ads are at best an annoyance, at worst a threat. In fact, tweens in our community tell us that whether or not their family has discussed rules about not clicking on banners, they find that kind of interruptive advertising annoying and worry about viruses or ending up on sites where they’re not supposed to be. The best way to connect with these kids? Be accessible, be transparent, and be open to what they’re willing to share with you.

Mindelle Ziff

As a marketer and a mom, Mindelle understands the value of community-based environments, such as schools, camps, preschools and colleges, and harnesses the power of influencers in these spaces everyday on behalf of her clients. She is passionate about kids and marketing, particularly about melding the two in a benefit-driven, cause-oriented manner that reaps tangible rewards for both.

1) How are brands effectively interacting with tweens?

Brands who successfully interact with tweens are the ones who provide personal experiences and empower their young consumers. Brands should still target the parents so the product can be seen as a good choice in their eyes, but a brand’s top priorities should be to pay attention to tween trends and speak to tweens authentically.

2) What are some of the challenges companies face in advertising to tweens?

The most challenging aspect that companies face is getting a slice of their short, and very fractured, attention spans.  They consume media at rapid paces. This group is at the cutting edge of media, trends, brands and technology. They  can be an authority on everything digital- much more so than their parents! And parents trust them to make consumer related decisions. Some studies show that tweens influence  $150 billion of their parents’ spending.

3) How is this generation (Z) different in their attitudes towards consumption of media, and advertising?

This generation is on the go, and they have never lived without google!  Knowledge and experience are at their fingertips.  Over 50% of parents of kids ages 8-12 say their children have a mobile phone, and this number is quickly rising. They consume media through the eyes of hand held screens.

4) Where are tweens reached most effectively?
Tweens are best reached in places and within groups they trust, where they are surrounded by peers. Whether that’s in an online capacity, or in places where they are every day, like schools, sports, camps and clubs.  Experiences with brands need to be part of their everyday lives, while also being engaging and exciting for them.

5) Are there brands that parents feel particularly good about for their tweens?
Any brands that provide value for their families and do good for their community/the world. It’s no longer enough for brands to just provide products, they have to give back or do good and make that a central part of their brand promise.

6) How savvy are kids about being messaged to?
Kids have always been savvy.  But today’s kids are more savvy than ever. They don’t want to be told what to do. They have access to Google, to determine the best products and prices, and they know how to use it. What these kids need in terms of marketing, are experiences and interactions that fuel conversation with each other and the brand. Tweens want to be seen as leaders and trend setters, and having made the purchasing decision on their own.

Sarah Newton

In my experience, tweens generally only buy on personal recommendation from another tween or a person they feel they have a relationship with. My daughter (12) recently bought a Lipsil that she became obsessed with; she showed it to a popular girl in the school and now everyone has one. She said to me, “It’s funny, but if you want everyone to have something you just show it to the popular girl!” And she had it right. From what I see, tweens are not married to any brand and I don’t see many effective advertising aimed at them. What I do see is that they are driven by value and many parents in the UK this year have been driven by their children to go to a certain Supermarket, to collect vouchers to get money off for Christmas. They are driven by value and personal recommendation.

2) What are some of the challenges that companies face in advertising to tweens?

Getting to them, I think. They will only listen to people who mean something to them and they feel they have a relationship with, so most adverts, celebrities, etc. are just not reaching them anymore.  If companies want to sell to them they need to get creative and think differently. The Sims man Curtis Paradis did a great job of selling to them when they were younger and now YouTubers like PewdiePie, Smosh, Jenna Marbles, Zoella, iJustine and Dan is not on fire have their attention. If advertiser wants to get to them they need to get to these people.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

They don’t consume it to be honest; they click away and will only watch what they want, when they want and listen to who they want to. They also want honesty and authenticity; I remember my youngest causing a real stink when a product did not do what it was supposed to do.

4) Where are tweens reached most effectively?

As mentioned before, through the people they are already listening to, but this must be in an honest and authentic way. One hair care company did a good job by encouraging YouTubers to upload videos of them using their products.

5) Are there brands that parents feel particularly good about for their tweens?

I think that parents trust brands that are ethical and preach healthy messages. Innocent drinks, Alex and Ani jewellery and Graze are good examples.

6) How savvy are kids about being messaged to?

They spot it a mile off and hate it.  They want things to be real, true and authentic and demand this in the way we speak with them. They will listen to messages if they feel personal to them and coming from a person they trust.

Tina Wells

The brands that understand the “instantity” – the insanity around having everything right now – are most effective when marketing to tweens. Along these lines, brands need not seek total brand loyalty from tweens; instead, it is more effective to offer bits and pieces that truly impact and attract these kids. For instance, tweens might not get all their clothes from a particular brand, but they might be in love with a particular sort of t-shirt that it offers and thus stay somewhat loyal to that. My favorite brand marketing to tweens right now is Brandy Melville, which is essentially “Europe” meets “Venice Beach,” and they are not even directly marketing to tweens! They’re just authentic and genuine to their style. It is also important to understand that everything is social. When tweens find a pair of shoes or a television character that they love, they tweet about it, make a Facebook status about it, and/or post a picture of it on Instagram.

2) What are some of the challenges companies face in advertising to tweens?

First of all, it can be difficult to figure out the needs and wants of a demographic that is in such a transitional period of their lives. Obviously, the answer isn’t just to create miniature versions of clothes, shoes, accessories, etc. because Generation Z is just as interested in developing their own personhood and curating their own style. Secondly, catering to tweens requires a company to decipher the interests of these young girls and boys while still accommodating the interests of their mothers (and sometimes, fathers). It is a tricky balance to find and maintain because – as we all know – preteens and parents do not always see eye-to-eye on many things and especially when it comes to making purchases.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media and advertising?

One of the defining characteristics of Generation Z, and particularly of its tweens, is that it does not even remember a time before the Internet. These kids are the so-called “digital natives,” who have been raised on incredibly advanced media technologies. They tend to take for granted smartphones, high-speed wireless Internet, tablets, etc. In terms of advertising, companies have to remember that tweens are still kids and can still be drawn in by funky designs, bright colors, and familiar styles – as long as they stand out but still fit in with the tastes and trends of their peers.

4) Where are tweens reached most effectively?

Today’s tweens are social and visual creatures. Sites such as Instagram, Youtube, and Tumblr are the most popular social media platforms for this demographic because they not only allow users to share but they allow users to share quickly and visually. Companies and brands should use this to their advantage. Instead of spending thousands of dollars on an over-the-top television advertisements, sometimes it can be more effective to post a series of interesting (and cheap) photos on Instagram either by taking the pictures yourself or by simply crowdsourcing images from followers. You can reach out to tweens most effectively by just utilizing the same media that they do and in the same way that they do.

5) Are there brands that parents feel particularly good about for their tweens?

I think parents trust brands like Justice, Stardoll, Wii, Disney, etc. because, like I said, these brands focus on kids but also consider parents’ thoughts and wants. Among books, series such as Dork Diaries and – hopefully – Mackenzie Blue are rising stars because they offer realistic role models for tweens.

6) How savvy are kids about being messaged to?

They’re actually way too savvy about it. It’s important for brands to be honest with tweens and offer the things that are important to them: aspiration, security, and acceptance. Companies should stay up-to-date with current trends while staying true to the message, product, style, etc. that they want to offer. Just as you’ll hear from any tween, there is a distinct difference between “being cool” and “trying too hard.”

Philip Batty

He has significant experience in market research, particularly public health social marketing, and is experienced in employing and training young staff, often at Graduate or school leaver level. He has led marketing campaign and research campaigns for a number of national charities.

1) How are brands effectively interacting with tweens?

Tweens are on the whole conformists, they adopt trends they perceive to be popular within their social group. This is the open door for brands to effectively interact with this age group.This awkward, ‘in between’ phase is often characterised by a challenging outlook on self-esteem packaged with a strong desire to fit in.

The potential for brands is that once a product or trend has leaked into tween territory, it is likely to spread like wildfire. So the challenge lies really in sparking the first flame. In order to benefit from this, brands recognise that success in marketing to tweens lies in effective communication with their peers. As tweens are digital natives, social media is the obvious place to start.

Take Twitter as particularly good example - you only need look at the top ten most followed people to see the numbers of tweens active on this site- (Katy Perry, Justin Beiber, Lady Gaga and Taylor Swift to name a few) The brands that are effectively interacting are occupying these spaces pro-actively. Engaging in conversation and penetrating their networks to light that first match that will set the trend rolling.

2) What are some of the challenges companies face in advertising to tweens?

Although the tween demographic is characterised by a greater desire for independence and the need to feel more ‘grown up’, ultimately the purchase decision still lies with the parents.

Tweens have also yet to reach the more rebellious phase of teenager-dom, and deep down really care what their parents think. Because of this, companies advertising to the tween market face the difficult task of creating a delicate balance to make their messages appealing to both of these very different groups.

We know that at short attention span is a given. Trends change so quickly that something can be an overnight sensation and then a few days later the most uncool thing ever (internet sensation ‘The Harlem Shake’ is a perfect example of this).

This means that brands have to work extremely hard to keep the attention on them.

3) How is this generation different in their attitudes towards consumption of media and advertising?

Tweens are natives to the online world; born and raised with digital technology and social media- they’ve never known to be without it.Tweens are probably the demographic most comfortable with the consumption of media and advertising online, so to them, it’s not annoying, but normal to be bombarded with ads whilst on the internet.
The emergence of multi-screening behaviour also means that tweens expect to be able to google something that they’re watching on TV, or play a game on their smartphone whilst also browsing Facebook. It could be said that the consumption of media and advertising is almost constant with this generation, and that’s the way they like it.

4) Where are tweens reached most effectively?

Tweens are clearly the most internet savvy generation of this age, therefore any brand activity or message delivered through online channels is a highly effective way to reach the demographic. Campaigns centered on social media have huge potential for success, but the platform and the messenger are vital for this. Because of their conformist nature, tweens really care what their peers think of them, therefore reaching out to them through their favourite role models is an effective way to communicate to the group.

Although the popularity of tween icons such as Taylor Swift and One Direction are clearly apparent, increasingly, these role models can be seen in the form of non-celebrity internet stars. Reaching tweens through vloggers and instagrammers is now an effective way in which brands can make their products known to their target audience.For example, there’s a huge potential benefit to a beauty brand that succeeds in getting their product reviewed by a vlogger with two million YouTube subscribers.

5) Are there brands that parents feel particularly good about for their tweens?

Parenting children in the tween phase is difficult, partly due to their struggle between wanting to appear more independent and grown up but retaining lots of their childish characteristics at the same time.

As parents still have the purchasing power, a compromise has to be found, and brands that fit into this category are likely to do well. Parents tend to like the safe and affordable brands that keep their tweens happy too.

Clothes brands such as Next and New Look are popular, with parents citing reasons such as ‘it’s affordable and fashionable, and they do nice clothes in smaller sizes’.

TV channels that offer safe viewing such as the Disney Channel or Nickelodeon are popular, and Subway was mentioned as a favourite fast food brand, because it was perceived by parents as the healthiest option compared to McDonalds and KFC.

Clarks is an example of a brand that perhaps struggles from this perspective. It’s most definitely a preferred shoe brand with parents because they offer good quality shoes that will last through school. However, some tweens struggle with the fact ‘they aren’t trendy enough’… here lies the eternal debate!

6) How savvy are the kids about being messaged to?

Because tweens have been brought up surrounded by media and advertising, they are well aware that they are being messaged to on a daily basis by countless companies about what they should be wearing, eating and watching.

Unlike younger children who are much more likely to want what they’re told to want, tweens have a much stronger opinion and (if it doesn’t go against what their friends are saying), will make this opinion known.

Tweens are too savvy to blindly follow what they’ve been told by advertisers, and often look towards their friends to be told what to like, rather than the companies themselves.

Mandy Edwards

1) How are brands effectively interacting with tweens?

Brands are effectively interacting with tweens through social media and television. Instagram is a popular choice to reach the tween market. With most having an iPod Touch or a smartphone, they are on Instagram religiously. Being the mom of a pre-tweet we watch a lot of programming tailored to that age. We see commercials during those programs advertising clothes, toys and games for that age group. Between those 2 mediums, they are reaching the tween market.

2) What are some of the challenges companies face in advertising to tweens?

A big challenge I see is reaching the tweens that have no access to forms of media that they would see advertising on. I know kids that have limited (or no) TV time, no access to a computer or tablet or mobile device. Parents of tweens are going to be the biggest challenge companies’ face. First of all, the parents are the ones who will more than likely being the one to purchase the product and they serve as the gatekeeper for the tween. Get past them, then you should be fine. If you can sell the parents, you shouldn’t have a problem reaching the tween.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

This generation is very tech savvy. It’s easier to reach them on their electronic device than using traditional mediums. I don’t see them opposed to ads, but they are not going to see them unless it’s on their mobile device. Both of my daughters (ages 5 and 9) play on our tablets and constantly bring them to us when an ad pops up in one of their games and they want us to download it. Companies are going to have to shift their advertising from traditional ways (TV, radio, print) to newer, digital ways.

4) Where are tweens reached most effectively?

Like others answers above, I think they are most effectively reached via social media and their mobile devices. Texting, Snapchatting, Instagramming are all communication norms for them now. If you want to get something in front of them, you have to invest in social media.

5) Are there brands that parents feel particularly good about for their tweens?

I think brands that help kids, whether it be education or value-based, are brands any parent will love.  American Girl is a popular one for girls up to age 12. They are a company that has values – you won’t see them doing anything like Mattel’s Monster High. The American Girl products are products parents can feel good about because of the message they bring – education, wholesomeness, having values, etc. For boys, I know Lego is a huge brand parents trust as well. They provide quality products that boys (and some girls) of all ages can enjoy – they bring together the elements of creativity and problem-solving. Disney is one also that I know parents feel good about. From the movies, to the parks to the characters, it’s something parents do not have to worry about when it comes to exposing them to the wrong things.

6) How savvy are kids about being messaged to?

I think it depends on the child. Some are very savvy and some aren’t. It really depends on that amount of access they have had to it. Take my oldest for example. She’s 9 and really has not been given access to anything online (working in social media, I am doing my best to keep her a 9 year old!). She was playing on my iPad one day and one of her friends texted her (my profile) from her mom’s account to chat. She was surprised and wasn’t sure what to do. I showed her how to chat with her and then later how to FaceTime with her friend. Her friend is the same age but has had access to this type of stuff for several years, so she’s quite savvy. My daughter, not so much. As hard as it is, parents are trying to keep their pre-tweens and tweens from getting into technology too much. We have seen what can happen and we just want to protect them. Those who have been using this type of technology for a while would see no problem with being messaged by a brand.

Wynne Tyree

1) How are brands effectively interacting with tweens?

Traditional marketing is still alive and kicking in the tween space.  Mainstream and kid-directed TV advertising still captures kids’ attention b/c they spend so much time watching TV between 6 and 12.  Brands that make noise and reminds tweens they are around are winning.

On a marketing front and connections front, video is also key for reaching tweens. It is their primary mode of entertainment and communication – “shows” on YouTube are as popular as TV shows, and video messaging is as common as text messaging among tweens. Brands that effectively integrate services such as Instagram, Vine, Tumblr, and YouTube into their marketing efforts are not only more likely to capture tweens’ attention, but also to benefit from their desire to be the first among their friends to discover and share new videos. According to Smarty Pants’s Young Love study, YouTube is the second highest rated brand among tweens behind Oreo (which was one of the first brands to use Vine videos for marketing). What’s more, 40% of tweens usually use YouTube with their friends, indicating a high rate of pass-along and shared viewing. Tweens are deeply engaged with social video networks, and brands can easily get involved in a fun and fresh way that fits with their consumers’ interests and lifestyles.

And believe it or not, print works.  Girls LOVE getting the Justice catalog in the mail with the discount coupons to share with friends, for example.  Or think American Girl catalogs and what they do for tween girl affinity…not too dissimilar to what happens with Boys and the LEGO mag.  And tweens LOVE getting mail – it makes them feel really important.  Very few ads on TV during the holidays get tweens as excited as the retail “big books.”

Oh, and Radio Disney shouldn’t be forgotten.  Tweens love music, and RD is a default in millions of American families’ vehicles.  It’s not just girls, and it’s just little kids.  It’s where they first hear the new MKTO song and then get on their iPad or Kindle and watch the video.

Having a cross-platform, cross-category presence is also key.  When tween like something they want to be surrounded by it.  They want and expect it across marketing platforms and devices and they also want it across category – from room décor to clothing to video games to snacks.  Ultimately delivering a seamless, omni-channel brand experience (a combination of videos, social media presence, mobile apps or games, websites, in-person/tangibles/actual products) is key. Tweens fluidly move between their devices, and brands should have customized experiences based on the device’s usage. Done correctly, tweens can expect to deepen and dimensionalize their experiences with the brand.

2) What are some of the challenges companies face in advertising to tweens?

Tweenhood is a very difficult time for marketers to understand and connect with, because life, brand preferences, interests, etc. are so gendered.  Boys and girls have very different needs and wants as tweens.  Likewise, if you think about tweens being 8-12 or even 9-12, there are huge developmental differences at this time.  You may have an 8yo boy who looks, acts and thinks like a 6 or 7 yo boy role playing with a Power Rangers sword and a 12yo boy who looks like a young man, is midway through puberty, plans to be a band and thinks everything and everyone is stupid.  Connecting with tweens as a group is akin to adult marketers thinking they can connect with stay-at-home moms and retired truck drivers with the same advertising…we would never so foolishly think that makes sense, but we do it in the kid and tween space all the time.

Tweenhood is also a time of contradictions and paradoxes.  The exact same individual make seek individuality amongst their peers at school and go away to camp and want nothing more than to blend in and be “normal.”  It’s a time of “I need social acceptance so badly” and “I want to be my own person.”  A time of “Let me be independent and please leave me alone, Mom” one minute and “Will you come tuck me in and just lay in bed with me while we snuggle?” the next.  It never ends…I’m fat – I’m skinny.  I’m smart – I’m dumb.  She’s my best friend – I don’t like her anymore.  I hate ketchup – now I decided I like ketchup.  You get the idea. 

The speed of change is a real challenge for marketers.  Not only in the tweens’ themselves, but in the marketplace.  New products win and what isn’t being talked about doesn’t get traction.  Something can be the hottest product ever in May and be passé in June.  Winning isn’t just about creating a hit…it’s about creating a hit that has legs to keep winning.  Tweens won’t give you credit for the past.  They’ve already moved on to the next big thing.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

Streaming media and apps are the go-to for this generation of kids. They’re the first to grow up with media that is always on and always on-demand. Videogames, TV shows, and the Internet are always just a click away, and always within arm’s reach thanks to smartphones and tablets. Because kids are watching “TV” in new ways – via apps, on-demand, and on their computers – they see far fewer commercials. They’re as likely to discover an ad on YouTube as they are to see it on television.

In short, their attitude is today “give me what I want, when I want it…which happens to be now – or I’m moving on.”

4) Where are tweens reached most effectively?

Traditional TV is still being consumed.  Yes, streaming content has changed the game, but the majority of tween viewership still takes place in front of a TV set.

In addition, when you think beyond TV, YouTube is the real winner. As mentioned above, tweens have a high affinity for the website largely because feel it has nearly everything they’d want. They go to YouTube to find their favorite clips from TV shows, for homework help, to explore topics of interest, to watch music videos, to find something funny to watch…even to watch cool ads. The list of uses goes on and on, and tweens trust YouTube to always deliver what they’re looking for. For brands, the site offers a means to connect with young fans in a casual, fun environment, and tweens have come to expect to find their favorite brands there. Whether the brand offers commercials or behind-the-scenes clips or a full web series, it’s better to be involved than to not be on YouTube.

5) Are there brands that parents feel particularly good about for their tweens?

A scan of the top 50 brands among moms of tweens according to Smarty Pants’s Young Love study shows that moms appreciate brands that foster creativity, such as Crayola and LEGO. They also have a strong affinity for brands that have an educational component, from Google to YouTube (yes, really) to Scholastic. Healthy desires also means they like Subway, Goldfish and Tropicana.  But moms also like to indulge their tweens, so brands such as Reese’s, Doritos, and Oreos make the list. Moms also have a strong preference for heritage brands, including Disney, Popsicle, and Monopoly that they can pass down to their children while also remembering their love of such brands from when they were kids.

6) How savvy are kids about being messaged to?

Tweens are very savvy to marketing.  Tweens are certainly aware of marketing, but that’s not to say they have a negative view of it. As marketing has evolved, it’s become more like entertainment. Consumers (including tweens) talk about commercials and share cool ads with their friends. Tweens have grown up learning that engaging with ads can be fun. It’s when brands don’t deliver on the element of entertainment that tweens become annoyed with marketing.

Tweens ignore messages that don’t connect with them and gravitate to funny, quirky, and informational messages that click with them – whether they are tween targeted or not.

Greg Vodicka

However, when it comes to the youth market, often times brands cut corners and don’t specify an actual target consumer.  Let me explain—when defining a target audience, demographics are often one way to begin segmenting.  However, things like psychographic, geographic and economic information are often just as important if not more.  When honing in on a target consumer, marketers need to remember that every segment is unique in its own way.  This is not exclusive to adult consumers—the youth market is just as diverse and unique.  Generalizing all teens or all preteens into one group is the same as saying all boomers are identical.

2. What are some of the challenges companies face in advertising to tweens?

One difficult thing about the youth market is the accessibility of customer data (under 18 customer data is much less prevalent).  From a research point of view, it is difficult and very expensive to mine proprietary consumer data from people under 18.  Even when you look at market basket data, it is often linked to a parent who is ultimately making the purchase.  This is where some brands who have a younger audience how found a benefit in loyalty programs.

Where the Kids Are Talking

Do kids and teens know what they want?  My opinion on the matter is irrelevant.  What is particularly relevant with this topic is the fact that the YAYA’s are quite literally shouting at us waiting for someone to finally listen.

You guessed it; I’m talking about social media! This group of consumers does a terrific job telling us exactly what they like/don’t like, want/don’t want, and everything in between.  The idea of “the socialization of everything” means that anything worth doing is then work sharing.  If a tree falls in the forest and no one is around, does it make a sound?  If there is a beautiful sunset over the Kansas City skyline but I didn’t Instagram it, did it really happen?

Consider this analogy when thinking about customer experiences and consumer journeys.  Whether you are in the retail, restaurant, or CPG (and so on..) space, remember that Millennials and teens are sharing their journey at all of these touch points.  It is appalling to think that marketers aren’t taking advantage of this information.  Not only can we learn a lot about what customers like/don’t like, we can start to predict where decisions are being made based on when consumers are choosing to “share.” If you had a great meal at Cheesecake Factory but didn’t share a photo with your social network, did it still taste as good?

Purchasing Power

Another challenge marketers face with a younger audience is attempting to understand their purchasing power considering parents often control the majority of the spending.  We know that kids and teens influence parental purchase decisions, but ultimately, the decision is made by the parent.  This is a difficult topic to discuss generally because it really depends on what your product/service is.  What I mean is, some verticals and categories might find it more effective to target the actual teen while others might see value in marketing messages to that same teen’s parents.  You need to understand the consumer journey—when is the purchase decision made and what are the influences and motivations along the way?

When discussing teen spending power, I think it is also important to discuss what “competition” means.  Most brands know who their competitors are.  You have your direct competition—companies that offer a similar product/service.  You have your indirect competition—companies that offer a similar solution to a problem.

For example:

I’m at the mall, and I’m hungry.  The Sub Shop in the food court DIRECTLY competes with the Sandwich Shop two doors down because they both have a similar menu and a competitive price.  However, some might say the Sub Shop INDIRECTLY competes with the Pizza Shop.  They don’t offer the same product, but the solve the same problem for me (remember, I’m hungry).

This scenario seems routine and seems to make sense for all groups of consumers.  When considering teens, however, you must understand a completely new definition of competition.  Your brand is not only competing directly and indirectly to solve a problem—you are competing with anyone else out there that is begging for the teen’s business.

Let’s go back to my scenario.  I’m at the mall, and I’m hungry. BUT, I want to go to the movies with my friends later.  I also saw the new video game I want at the Tech Store that I have just enough money for (I won’t have enough if I get a sub or a slice).  Maybe I should save what I have now because I want to buy a new snowboard this winter. But there’s also those shoes my buddy has and the girls thought his were pretty cool.  I should NEED to get those… but I’m hungry.

Allow this revised scenario to paint a picture of what is happen during this teen’s journey.  Sure, adults are no different.  Brands are not only fighting for market share, they are fighting for “wallet share” regardless of the market.  The difference is teens have much less in those wallets make each an every dollar that much more significant.

3. How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

Millennials and younger generations are digitally native.  I explain this idea by relating it to learning a language.  I speak English.  I took Spanish in high school and I (sort of) learned to speak a bit of Spanish.  I am Spanish LEARNED.  My buddy was born and raised in Mexico.  He speaks fluent Spanish.  He is Spanish NATIVE.  Did I mention that he laughs at my Spanish skills?  Sound familiar?  Millennials and teens (digitally native) are literally laughing at older generations trying to figure out new technology.  These groups are worlds apart!

Digitally native means you were born and raised in the digital era.  It is second nature to you, you’ve been using technology since you can remember.  In fact, you can’t remember a time when technology wasn’t seamlessly integrated into your daily life.  This is because, for digital native, technology is way of life.

Advertising To The Generation

Now that we’ve gotten that out of the way, let’s talk about media and advertising.  Marketers are ripping their hair out with younger consumers trying to figure out how to reach a group of people that have effectively figured out how to avoid ad messages entirely.  Growing up with things like pop-up ads, forced previews, mobile push ads, email blast.. (I won’t go on), Millennials and teens have figured out how to avoid what they don’t want to see.  And they don’t want to see forced brand messages!

Younger consumers no longer believe in brands messages like generations did in the past. There is a new definition of “expert,” and it is my peer network.  Millennials will crowd source their friends for reviews and comments on a purchase decision before they will ever listen to an ad message.  That’s scary to think about for marketers.  It begs the question of how we can influence those social networks of “experts.”

Marketing Savvy

This brings me to your question about how “savvy” these consumers are.  My response is that this is the most savvy group of consumers anyone has every seen.  Their ability to obtain information in the blink of an eye make marketers wonder how they will ever inject their brands message in that process.  Each armed with a smart phone, several social media profiles, a peer network and countless apps/websites at their disposal, this group of consumers has access to limitless information at any given time.

This entirely changes they way marketers have understood a customer journey and brings me back to your question about advertising and media.

If brands and marketers truly understand the changing customer journey for YAYA’s, they will focus on reaching these consumers when it is most convenient for them.  Remember, digital natives are second screen FIRST.  This means that what we used to call the second screens (mobile devises) are the first screens these consumers see.  Picture 13 year old girl sitting on the couch sliding through Instagram photos on her phone as your million dollar ad plays on the (much larger) TV screen on the other side of her mobile devise.

As I said before, younger consumers to believe in brand messages (that generic commercial she’s currently ignoring), but they do believe in brand ideas!  Millennials seek out brands whose values align with their own. Think Tom’s Shoes or Warby Parker.  These “idea” brands stand for something.  They exist for a greater purpose than simply to make a transaction and sell a product/service.

Maciej (ma-chi) Fita

1) How are brands effectively interacting with tweens?

I think the largest area that brands are concentrating on is definitely the mobile social space. Tweens are watching a lot less TV in the living room and much more on their smartphones and computers. Big brands have realized the shift with traditional Internet marketing (if you can call it that) to a fully mobile approach.

2) What are some of the challenges companies face in advertising to tweens?

They are very resilient to advertising. Tweens have been bombarded with everything we have been and much more. They have a thick skin to advertising. They respond more to things when they go viral than through an ad placement. Miley Cyrus was cool because she was viral and hip.  She wasn’t just an ad the said buy my new album and I’ll stick my tongue out.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

I think Generation Z has really felt the strong push of social media and mobile marketing. They have not had time to be influenced of the days before. Around the time they started becoming young adults the explosive growth of mobile and social occurred.

4) Where are tweens reached most effectively?

Definitely not through ads. Tweens hate ads. Tweens like things like music and movies. Tweens have to be reached more through mobile devices than anything else. They embrace the idea of being social more than any other generation, which means to reach out to tween means reaching out to their whole group of friends.

5) Are there brands that parents feel particularly good about for their tweens?

I think brands like Target are doing a great job reaching out to Tweens through their marketing efforts. Tweens enjoy going to Target because it is hip and fun and parents like it because they can do what they need to while their kids roam the aisles. Not every brand can do that. I don’t see that at Walmart, Nordstrom or any other big department stores.

6) How savvy are kids about being messaged to?

Not really savvy but more along the lines of thick skinned. I think tweens are selective when it comes to advertising. They gravitate towards what they already like in their social and personal life.

Thomas Goodwin

Generally brands are doing a terrible job of this, they assume that teenagers want to connect with brands but the truth is many are deeply patronising, or too uncool. There are very very very few brands doing a good job, and only those that have the right corporate culture to be risky, trendy and subversive succeed.

2) What are some of the challenges companies face in advertising to
tweens?

Tweens hate advertising.

Tweens hate people telling them what to do, they like to think they are in control and they choose.

Regulation in some markets is very very tight.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

They’ve grown up surrounded by brands and advertising and being sold to, they are way more cynical that the generation before, they are deeply frustrated by being not being understood and being patronised.

4) Where are tweens reached most effectively?

Use empathy, think about the context where they are most open to messaging, it’s not instagram where they get between personal moments, much more likely to be about providing a utility to people, give free stickers or functionality like the recent one direction piece on Kik.

6) How savvy are kids about being messaged to?

See above, VERY.

Farrah Parker

-The Wall Street Journal
-Fox Business News
-Toronto Star
-NBC Chicago
-Politika News (Serbian publication)

Farrah started her career with the Los Angeles Lakers and has coordinated public relations and marketing efforts for the City of Los Angeles, the Jackie Robinson Foundation, and the Boys & Girls Club, among others. For more information, visit Farrah’s website www.fdparker.com.

1) How are brands effectively interacting with tweens?

Brands effectively interact with tweens by allowing them to shape and distribute their own content. It is important for this population to feel as though they directly communicate with the brand through various social media channels and related at-home projects (Monster High great example).

2) What are some of the challenges companies face in advertising to tweens?

Companies face unique challenges in advertising to tweens because this group constantly and quickly shifts their interests. Difficult to establish consistency in advertising campaigns.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

This generation builds media and serves as active participants, not just passive consumers.

4) Where are tweens reached most effectively?

Tweens are reached most effectively through niche television channels that leverage online presence. Tweens enjoy engaging in media and then enjoy extending the engagement online.

5) Are there brands that parents feel particularly good about for their tweens?

Brands with a longstanding history of protecting the innocence of children like Disney and Nickelodeon continue to secure parents’ trust.

6) How savvy are kids about being messaged to?

Depending on the parents’ preparation and interaction with their children, kids range from extremely savvy to clueless. When parents discuss marketing and the world in general, then the kids are more likely to assess the messages that brands deliver.

William Jackson

Brands try to identify with tweens by presenting products and even services that are promoted as being a necessity for tweens. Using tweens in commercials, music and even movies to cater to the attention of tweens creates an atmosphere of desire and community.

2) What are some of the challenges companies face in advertising to tweens?

Some of the challenges faced are in the promotion of the products or services. There is a challenge to present the Brand as being hype, cool, down, fresh and other terms that tweens use to describe items needed to enhance their social status amongst their friends.

Advertising has tried to make the products empowered to make tweens older, more mature and even sexier, not trying to cross the lines of censorship or being promiscuous.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

Generation Z has embraced television and social media to the point where they trust the information presented and rarely question the accuracy or validity of information presented.

Their attention span is limited to between 45 seconds to 90 seconds. Advertisers and Marketers must use tools to grab and hold the attention of youth for this short window to get their message across.

4) Where are tweens reached most effectively?

Tweens are reached effectively still by television then by movies and finally by social media platforms. They are bombarded and infused with messages constantly that influence their thinking and decision making. The use of critical thinking and even higher order thinking is often defused or cancelled because of the mesmerizing affects of online suggestions.

5) Are there brands that parents feel particularly good about for their tweens?

Brands that promote healthy choices in foods, personal health, mental health, exercise, lifestyles, prevention of sexual activity and decrease or no use of drugs and alcohol are what attract parents.

6) How savvy are kids about being messaged to?

Tweens are almost experts in seeing what is Marketed to them. They understand the process of how commercialization is used to get them to buy and spend. Even though tweens understand this they are still enticed and influenced by diverse Marketing ploys and strategies.

Steve McKee

On the one hand, kids are extremely savvy, having grown up in a consumer culture. You can’t just market to them and think they’ll respond…they’re too sophisticated for that. But on the other hand, they are completely naïve to how they’re really being marketed to through the side door. Kids are horribly ignorant in terms of what in the industry is called media literacy; e.g. knowing when they’re being manipulated and when they’re not. They think they’re so smart because they can repel frontal attacks from marketers; they have no idea how their thoughts and ideas are being shaped and formed without them even realizing it. Case in point: American Idol. Teens think they’re smart because they recognize that Coca-Cola pays for product placement on the show; what they don’t realize is that the entire show is one, long, 16-week commercial to make them fall in love with a new artist and buy their album. And it works like a charm.

Tim Halloran

2) What are some of the challenges companies face in advertising to tweens?

Tweens have very short attention spans. They are in this weird transition period between childhood and adolescence, and are beginning to go toward an experimental space, trying to discover what they like and don’t like. This becomes even stronger in the teen years, but even as tweens you see this emerging. You see this in the variety of sports and activities that they play/participate in, the seemingly daily change of what they are interested in, and what is and is not cool. As it relates to brands, it is really a case of What have you done for me lately? It requires the brand to continue to communicate frequently and refresh their messages to remain viable. That being said, tweens are very impressionable and brands that begin to establish strong connections with tweens, will be able to garner longer and stronger relationships, which obviously can become very valuable long term.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

Obviously they are much more tech-savvy than their predecessors. And more importantly, they aren’t going to passively accept brand messages as conveyed in traditional brand communication. Instead, we’ll continue to see a growth of two way communication - where the consumer not only talks back to the brand, but talks to his/her friends about what they consider and don’t consider cool.

4) Where are tweens reached most effectively?

This brings us to the importance of Word of Mouth Marketing with tweens. Among 10 - 12 year olds, the value of their peer’s opinions cannot be over emphasized. Within groups of kids, depending on the particularly category (music, sports, fashion, etc.), group leaders will emerge. Their opinion on what is the right and wrong brand to be seen with plays a huge role in the brand choice of fellow tweens. Their opinions will now trump that of the tween’s parents. So as a marketer, identifying these influencers and beginning a relationship with them is critical to the brands ultimate health. But they can’t stop there - brands much convince and incentivize these influencers to spread the word to other tweens and thereby give the brand a coolness halo. Programs that encourage sharing of brand information or, ideally, the brand itself, from the influencer to his/her peer tweens will be very effective.

5) Are there brands that parents feel particularly good about for their tweens?

Again, it’s less about what the parents think than what the peers think. But that being said, parents still hold the authority, and still represent the gatekeeper. At this age, we start seeing a shift from traditional toys to clothing. Tweens are discovering fashion, and clothing is going to continue to become more important in what they purchase themselves and ask their parents to purchase for them. As the gatekeeper, parents are looking for bargains and options that are acceptable taste-wise. For boys, Nike and UnderArmour are huge brands (that parents will be fine purchasing) and for girls, Forever 21, Juicy Cotture, and Mossimo (Target’s Brand) are all appealing for girls and acceptable to budget minded parents.

Of course, toys still play a role in the tweens’ life with traditional electronic game brands like Nintendo and Xbox continuing to be strong, and Disney and Lego continuing to be able to age up with products specifically dedicated to tweens.

6) How savvy are kids about being messaged to?

Tweens are quite savvy. They can understand when they are being peddled something vs. feeling like a partner in a relationship. The key for any brand is to think of their consumers as they would think of a significant other - and treat them as such. It doesn’t matter if the consumer is eleven or forty-seven. If a brand treats the consumer in a way that shows respect, admiration and care, the tween will reward the brand with loyalty and ultimately, word of mouth to fellow tweens. Marketers need to understand that while these relationships are young and evolving, being able to connect early with tween consumers will show them that the brand takes them seriously. For marketers, if we do right by our consumer, especially at a formative age, it will result in us becoming better brand stewards.

Frank O’Brien

1)   How are brands effectively interacting with tweens?
An unexpected way in which brands are effectively interacting with tweens is highlighting sales and low prices. Studies have shown that teens and tweens are starting to move away from the Abercrombie & Fitches of the world and taking a greater interest in price-conscious retailers such as H&M and Forever 21. Teen employment still remains relatively high and many are starting to show more awareness when it comes to spending their parents’ money following the recession. Many have changed their spending habits because of this.

2) What are some of the challenges companies face in advertising to tweens?

The most challenging aspect of marketing to teens and tweens is their constantly changing interests and values. What is cool one day might not necessarily be cool the next day. For example, we are starting to see a number of teens move away from Facebook and take a stronger interest in Twitter. Surveys have shown that one of the most prominent reason for the switch is that teens feel Facebook is not private enough. Just five years ago teens seemed to care very little about privacy, but this is a prime example of how teen outreach strategies cannot stay stagnant for too long.

Boni Satani

2) What are some of the challenges companies face in advertising to tweens?

One of the biggest challenge marketer’s face today is to create an impression in the first 10 seconds of the advertisement. Also, they need to create an ad that only targets their consumers (i.e. teens) but also convince the buyers (i.e parents).

3) How is this generation (GenerationZ) different in their attitudes towards consumption of media, and advertising?

Generation Z does not have much time, they want everything quick, branded and fashionable.

4) Where are tweens reached most effectively?

Social Media platforms like Facebook and Twitter are the best place to reach them.

6) How savvy are kids about being messaged to?

Kids are highly tech savvy and they are open to any kind of advertisement coming their way given that it is entertaining them.

Scott Hess

Tweens are a tough target. They’re the front edge of a generation that’s *never* felt obligated to consume any advertising unless they choose to. For them, all content competes with all content, and advertising is only consumed if it’s considered a fair value exchange for their time, and one that compares favorably to a litany of other available options from handheld games to websites to apps and beyond. Brands like apparel retailer Justice have realized that their in-store experience itself is perhaps the single greatest driver of traffic, and so they load it up with color and music and video. They also continue to rely on physical catalog mailings to tween girls, for whom receiving something tangible in the mail has novelty appeal and can drive inbound interest to physical stores.

Brands like Nike and Apple have adopted an agnostic, “reach ‘em where they are” approach to video, using traditional (TV) and digital channels to in seemingly equal measure to achieve reach and frequency.

Although not as avid with social media usage as their teens counterparts, tweens have begun to dabble in FB alternatives like Instagram and Snapchat, and brands are beginning to experiment there as well. Perhaps more important at this young lifestage is search, since young consumers tend to navigate digital environs using a search-first approach. Mobile-ready sites are also important at the older edge of tweens, as more and more 11-year-olds are getting their first cellphones and using them to help build purchase cases to pass along to parents. (“There’s a store nearby. There’s a sale. They have what I want in stock.” Etc.)

2) What are some of the challenges companies face in advertising to tweens?

Tweens are profoundly fickle and tend to take brand cues from other tweens. Fads can sweep in and out of a social group at warp speed. What’s more, these tweens are constantly faced with having to concoct purchase rationales that blend their native lifestage enthusiasm (“I need it! Everybody has it!”) with their parents’ fiscal realities, post-recession. Tweens are also very binary content consumers, deciding to zap/skip video in the first few frames, or so.

3) How is this generation (Generation Z) different in their attitudes towards consumption of media, and advertising?

I prefer to call the generation that follows Millennials “the Post Generation,” for several reasons:

They’re arriving in their development years immediately following some of the most seismic social shifts in decades, and maybe even centuries, including:

- The election of the first African-American president
- The rising decriminalization of marijuana, and the ramp-down of the drug war
- Post 9/11, and in a globally networked world (from Xbox Live to YouTube and beyond), they’re largely post-local and/or globally contextualized
- The repeal of “Don’t Ask/Don’t Tell,” and the rising tide of marriage equality legislation
- Post desktop PC
- Post “minority,” as their operating reality is racial/ethnic diversity (50% of this generation is non-white)
- Post Big Religion, as Pew reports the largest (and rising) number of young “unaffiliated” Americans ever

They’re also prone to “posting” their thoughts, life experiences, and desires to the global social wall.

As such, this is a generation that has a more “open” idea of what’s possible for them, regardless of their race or sexual orientation or even their geography. The world is truly their oyster, all of it.

As mentioned above, this generation is unique in their sense of choice - they have access to more variety of products and experiences — and their sense of the value of their own time and discernment. They will trade their time and attention to marketers/brands, only as long as they’re receiving true value in the form of entertainment, learning, or savings.

When Nike has LeBron put an hour-long skills video on YouTube, these tweens are not likely to object to the endless parade of Nike products and logos therein, so long as the video is good. Or when Pepsi Max enlists Kyrie Irving to play ancient hoopster “Uncle Drew” and school young playground players, young male viewers have no sense they’re watching a ”commercial.”

4) Where are tweens reached most effectively?

Video is by far the most compelling medium for reaching tweens. Whether that’s delivered via TV or through digital channels is not as important as to how compelling it is, from the first frames. Where digital has a profound advantage is that once tweens are engaged, they’re usually inclined to dig deeper, to seek out more info, pursue purchase, etc., and only digital (and, yes, okay, DR TV) enables them to indulge in such a way. That said, tweens often use TV to decompress after/amidst busy schedules, and so they’re not always the relentless ad zappers we’d expect them to be, as long as they’re being entertained in commercial time.

5) Are there brands that parents feel particularly good about for their tweens?

Parents love any brand that can be aligned with education, so many tech brands (Apple, Google, Samsung, wireless service providers) often take aim at educational themes in their ads. Parents also like fashion/beauty brands that are big-tent/inclusive and offer positive (not competitive) portrayals of beauty that reinforce (not challenge) their children’s self-esteem. Aeropostale and Justice do a good job with this, as compared to an Abercrombie, which is perceived as part and parcel of the status arms race.

6) How savvy are kids about being messaged to?

Kids are profoundly savvy and, at the same time, largely indifferent to being “messaged to.” Again, for tweens, all content competes with all content. If it’s good, they’ll watch/click/engage. This raises the bar from making good “ads” to making great content.

Joann Marks

Many of the beauty brands are using younger Tween-loved celebrities to promote their
products and even develop color stories- if not full lines - for them. For example, Taylor Swift and Cover Girl, Justin Bieber and OPI polish. The Justin Bieber partnership is called The One Less Lonely Girl nail polish collection for Nicole by OPI and was sold exclusively at Walmart, who reported that within a few weeks of its debut, all six of the line’s launch colors sold out at more than 3,000 stores across America. His fragrance partnership with Elizabeth Arden includes a “Someday” fragrance for women as well as a unisex fragrance called “My World.”

2) What are some of the challenges companies face in advertising to tweens?

Companies have to be careful not to use the word tween or teen in any advertising. They don’t want to think they are “kids”, they want to believe they are mature and making decisions on their own. A company that can get good word of mouth going and have “brand ambassadors” wearing their logo to school will fare better than ones who deal in traditional methods of promotion - Tweens/teens are not watching TV commercials. The one thing they still do LOVE are magazines (such as Seventeen) but even Seventeen has expanded its reach to more APPS and social media to keep them engaged. Both Tweens and Teens also are actually budget conscious as well, so direct sampling and couponing work very well. If they get the product for free the first time and love it, they tell their friends and the company has more reach then via traditional marketing. Our company has a direct sampling program at Teen Concerts where a variety of manufacturers team up to be in a bag we distribute after those concerts. The manufacturers have reported huge lifts immediately following our sampling dates.

3) How is this generation (GenerationZ) different in their attitudes towards consumption of media, and advertising?

Companies who understand social media and technology have a better time engaging them. Traditional TV commercials won’t work - they want InstaGram, Twitter and Vine. They
love to text and basically have better developed thumbs then the rest of the population. Tweens have to be attached to their friends (and therefore their phones) all the time. This age group also wants to be accepted and more interested in what their peers think more than other age groups.

4) Where are tweens reached most effectively?

Their schools, through their friends and on social media. In addition, there are a ton of very young beauty bloggers that have tons of followers and smart companies are sending these bloggers information and product samples. My 12-year old niece follows a you-tube blogger who shows her how to do craft projects.

5) Are there brands that parents feel particularly good about\for their tweens?

Yes, parents feel good about healthy snacks that are not filled with sugars and artificial ingredients, they are willing to buy those items for their kids. They also are willing to be talked into products that are not too trendy, give them a chance to interact with their kids (such as craft projects) and encourage any form of education.

6) How savvy are kids about being messaged to?

Very savvy - again, they don’t want to feel like the product is for a TWEEN but rather something their older sibling would want. They want products that celebrities use and what their friends have and are texting about.

Mark Perkins

A primary challenge is that you are marketing not just to tweens, but also to their moms. Creating a message that resonates with both audiences can be difficult. You need to get the tweens engaged and exciting about the brand/product, while also showing the moms that the product is of a certain quality, has utility beyond just being a “fad” item, etc. For example, we worked with LockerLookz on establishing the branding and positioning for their line of locker decorations for tween girls. The visuals appealed to the tweens, while the language (won’t damage school lockers, easy to install) addressed issues that might be raised by moms. Coming up with the right balance and addressing both audiences is key to a successful campaign.

4) Where are tweens reached most effectively?

More and more, the online space is where tweens can be reached most effectively. Leveraging social media and being active and engaged on those platforms enhances that reach. Also, the consumption of online content via mobile and tablet devices requires staying ahead of the curve. For LockerLookz, we implemented a responsive site, optimized to display on any device type. We also developed an interactive “Design Your Locker” feature, where tweens could select items for a virtual locker and then purchase it directly and share it with their friends.

Billy Bauer

In contrast to their perceived superiority, Facebook is losing a significant portion of their under-18 users to Instagram. The popular photo-sharing app has recently added video to its repertoire of tools, which is opening the door for advertisers to make 15-second promotional videos to highlight new products and services.

Businesses should consider running Instagram-specific promotional campaigns for consumers to either bring into a store or provide a coupon code for online retail. Gen Z’s video attention span has significantly decreased, from 15-30 minute YouTube videos to 2-minute videos and now to 6-15 second Instagram and Vine videos.

Parisnicole Payton

Today, companies are utilizing social media as an advertising platform to reach teens in marketing their products and services. The social media spectrums that are growing rapidly to reach a large target audience of teens are Facebook, Tumbler, Pinterest, Twitter and Instagram.

The 21st century is all about technology and social media. Many companies are becoming more creative with their marketing campaign by demonstrating short brief video clips to showcase their product and services to teens. Social media is a huge venue platform in reaching a large population of teens “live” all at one time. Social media will continue to become massive informatics of marketing and advertising. It’s essential to grasp the social influence medium of marketing and advertising in reaching teens. Companies are conducting massive marketing research on teen’ interests by applying new infomercial concepts that will attract and capture teens by creative visualization to buy products and services.

Every day, companies must be able to adapt quickly to change with their consumer’s interests. As social media continues to dominate the analysis of marketing and advertising, companies will have to remain strongly competitive in reaching their target audience, which the large percentage is teens.

Valerie Pressley

1. How are brands interacting with tweens?

Brands are smartly targeting tweens and teens in the places they loom‹ social media, amateur and professional sporting events, in-game messaging (video games and apps),
shopping websites, etc.

2. What are some challenges companies face in targeting this segment?

One of the biggest challenges with marketing to this target segment is their fleeting loyalty to a particular brand, cause, or idea - what may be the hottest, hippest ‘darling’ today could lose all appeal tomorrow. This is also a group of consumers who are highly influenced by group-think and what seems to be popular and/or currently trending.

3. How is this generation different in their attitudes towards consumption of media?

This generation is already accustomed to immediacy in messaging and instant gratification. They are also quite comfortable operating multiple devices simultaneously and not actually ‘being in the moment’ when interacting and engaging with others (particularly face-to-face engagement).. This is a challenge for marketers to be able to quickly grab this segment’s attention and interest during the initial few moments they may have it.

Nimish Thakkar

1) How are brands effectively interacting with tweens?

Education is the primary goal when we interact with tweens. Our brand focuses on delivering informational messages at a level tweens can understand.

2) What are some of the challenges companies face in advertising to tweens?

Tweens tend to get distracted very easily so it is difficult to reach them through traditional marketing strategies.

4) Where are tweens reached most effectively?

The goal is to reach them through media they are familiar with (such as social media and mobile advertising). Since most parents encourage tweens to carry a cell phone, sending informational messages on cell phone devices would be the most effective strategy to reach tweens.

5) Are there brands that parents feel particularly good about for their tweens?

Brands that deliver family-oriented advertisements and educational messages are looked upon favorably by parents. They view them as non-threatening and safe for their children.

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