Digital Marketing News: Younger Generations Moving Away From Social Media

We’re collecting a host of links, videos, and assorted analysis on the ever-changing world of digital marketing. We invite you to skim, share, analyze, argue, and refute – just so long as you don’t get embarrassed at the water cooler again. Here are the latest digital marketing news and trends for the week of September 20, 2019.


Younger Generations Using Social Media….Less?

The use of social media in our day-to-day lives has, in many ways, come to define Millennials and Gen Z, but according to a study from The Social Habit, social media use among Americans age 12-34 is actually down. Here are a few numbers to consider:

  • 62% use Facebook in 2019, down from 79% in 2017
  • 29% use Twitter in 2019, down from 36% in 2017
  • 31% use Pinterest in 2019, down from 36% in 2017
  • 21% use LinkedIn in 2019, down from 23% in 2017

The only network that has seen an increase in usage is Instagram, up just 2% from 64% in 2017 to 66% in 2019.

Julia McCoy of MarketingProfs has outlined a few ideas for keeping these younger generations’ attention as they move away from the most popular social channels.

  1. Don’t waste time with pushy sales pitches
  2. Mobile-friendly content is a must.
  3. Create content that showcases your brand’s authenticity

For more tips and analysis, you can read the full post here.


Facebook News Feed Continues to be Top Performer

Facebook News Feed ads are the most popular ad unit for advertisers, according to a report from Socialbakers. In fact, 60% of total ad spend on Facebook and Instagram was slotted for Facebook News Feed ads with Instagram’s Feed the second-most popular at just 20%.

The popularity is no mistake — Facebook News Feed ads are outperforming Instagram News Feed, Instagram Stories, Facebook in-stream video, and Facebook suggested video placements. Click-through rates in Facebook News Feed ads outpaced Instagram’s News Feed by nearly a full percent.

For all the buzz around Instagram’s expanded advertising capabilities and social clout, Facebook remains a consistent performer.


Creative for Advanced TV Audiences

More people are watching connected TV, and that new experience means advertisers must present creative that aligns with a non-linear environment.

Les Seifer of Marketing Land shares a few insights for standing out in our new understanding of TV.

In-stream custom video: These aren’t that much different from traditional TV ads, but take advantage of digital targeting capabilities and end cards to direct viewers.

Menu placement: Connected TV platforms like Roku and Android TV feature high-traffic menus where banner ads can be placed for brand awareness.

Automated content recognition (ACR): This technology allows brands to target mobile devices based on what their users watched on television. This can complement your television advertising or allow you to reach the same audience as your competitors.

For more advanced TV creative dos and don’ts, read the full post here.


McDonald’s Moves Forward With Voice Tech

McDonald’s has agreed to acquire Apprente, a voice-based tech provider. This move further signals McDonald’s intent to deliver a voice-based dining experience at their 36,000+ locations around the world.

The goal is to provide an improved drive-thru experience that is not only simpler and more accurate, but also personalized based on the time of day, weather, traffic, and trending menu items.

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