By Mark Eting
Bullseye Strategy Special Correspondent
Are you between the ages of 18 and 34? If so, you should feel very, very wanted. Brands and social media platforms alike are doing just about anything and everything they can to court you, ranging from the much-mocked and now-defunct Facebook LOL feed to the various cringe-worthy brand social media posts cataloged in the Twitter account, Brands Saying Bae. This week’s digital marketing headlines were pretty much all about pandering to young’uns.
Introducing Facebook Showcase: Because TV is For Old People
Traditional TV advertising has always been a mainstay of media buys, but what should advertisers do as fewer of the 18-to-34-year-old age group watches broadcast television? Facebook is offering an exciting option to reach the 100 million viewers of Facebook Watch, 43% of whom are in this desirable demo. The newly launched Facebook Showcase provides advance-purchase, set-rate sponsorship packages of premium Facebook Watch content.
50-year-old Tic Tac Is On the Insta
That one-and-a-half-calorie breath mint known for its TV spots is aiming to freshen the mouths of people who are decades away from needing dentures. Tic Tac is venturing into 6-second bumpers and Instagram stories. Recent research reports that mobile users prefer and expect extra-short commercials compared to the traditional television spot.
Mom & Pop Shops for the Instagram Generation
Instagram announced that it is testing local business profile pages–offering hours of operation and contact information to shoppers who may not even remember when their parents had to look up this information in that large yellow newsprint-filled thing called a “phone book.” The information listed will be similar to Google’s local knowledge panels.