Voxburner's Youth Marketing Forum Returns

You might know your Zoella from your PewDiePie, but how the hell do you sell stuff to a generation that simply rejects advertising?

Aiming to shine a light on the mysteries of millennial marketing is global youth insights consultancy Voxburner, which returns with the fifth instalment of its London Youth Marketing Strategy (YMS) forum next week.

Ahead of the event, founder Simon Eder gives shots the lowdown on the trends for 2016, the common pitfalls to avoid and which brands are getting down with the kids (in a non-embarrassing dad style).

This is the fifth instalment of YMS London. How did you come to set it up?

YMS exists because young people are perceived to be the most mysterious demographic of all. Millennials are baffling brands left right and center, and as a business that prides itself on having the finger on the pulse for all things youth, it was obvious that we could fill this knowledge gap. We want companies, delegates and agencies to leave YMS with bundles of ideas as to how to shake up their youth marketing strategy.

What’s the main change you’ve noticed in youth marketing since starting Voxburner?

Well, young people are getting savvier. Take for example, branded content on Buzzfeed or any other viral content site: the sheer backlash an article gets from blatant product placement is indicative of a shift in youth culture. Young people don’t want to be told what to buy. They want to be shown. Brands need to step up their game to create content that is honest and authentic, otherwise they won’t survive. 

Why should youth marketing matter to brands, when the real spending power lies with older generations?

Millennials are expected to spend more than $200 billion annually starting in 2017 and $10 trillion in their lifetimes. Their spending power is inimitable and these figures prove how vital future generations are to a brand’s marketing strategy and future success.

What are some of the most common mistakes brands make when marketing to the 16-24 bracket?

Lacking authenticity. 16-24s are a savvy bunch and can see right through brands who just don’t ‘get’ them. Relatable, short and snappy, engaging, witty and informative content and concepts should be the focus for brands’ future marketing strategies.

How important is it to get the platform right when it comes to youth marketing?

We actually noted in last year’s Youth Trends Report how content creators are switching to different fields and platforms to re-engage their target audience and entice new ones. Popping up in unexpected territories can widen reach and build new followers - take Channel 4’s move into gaming [below] as a prime example. 

Which brands have really nailed it in terms of their youth advertising?

Gap’s Styld.by campaign is an interesting one. They recently brought on board a community of influencers to show how they style outfits incorporating both Gap clothes and their own wardrobes. Their outfits were photographed and shared on both sides’ social media accounts. Gap benefited hugely from the built-in networks of followers from all of these contributors, along with posting the UGC on their own social channels.

What are some of the key youth trends for 2016, in a nutshell? 

Being a grown-up isn’t boring anymore! 16-24s are increasingly appreciating and embracing traditional values.

Virtual reality: the way in which it’s developing amongst the youth sector is via futuristic in-store content and completely mind-blowing, branded experiences.

And also the Slow Youth Movement within the workplace will be huge. ‘Flexibility,’ ‘equality,’ and ‘balance’ are the key buzzwords here.

YMS London is on Monday 8-Tuesday 9 March at The Roundhouse.

For more details visit voxburner.com/yms-london