Groovin’ with the Social Generation
A cute kid grooves and lip-syncs at various locations of a well-known retail store. He posts videos of his moves on his YouTube channel, which has more than 20,000 subscribers, and also he has a growing Twitter following. This must be the brainchild of the brand’s marketing team, right? Not so much. The kid is iTr3vor. The brand is Apple. And, according to Joe Hall, in a post for Marketing Pilgrim, the mop-headed boy is apparently not part of an Apple social media campaign.
Joe writes about Apple’s long-noted absence from social media, which is all the more strange because the company has a dedicated following of creative users. They’re exactly the type of users who have the passion to build a strong army of online consumer advocates.
Joe’s post made me wonder about the relationship between our youngest generation and the brands who will market to them as they grow older. Kids like iTr3vor are growing up in a world where they create user-generated content for school projects and use Facebook to find out what everyone is doing on Friday night. Over the next few years it will be interesting to see if and how social media-averse companies adjust their marketing strategies to accommodate the generation that’s growing up social.
Can brands—even a giant like Apple—neglect the social media influence and still thrive?