And today we want to talk about youth audience content and just to give a bit of context in this. You've got a bit of experience in this, going back to a previous life where you built up and sold a couple [CROSSTALK]. >> So I set up a website collegetimes.com, which was an online college magazine and then a younger version of that called teentimes.com. And the real obviously our audience was on social media there. At the height of it, we had to reach this sounds insane, but we had a reach of over a hundred million 14 to 24 year olds weekly. Yeah, absolutely insane in just under four million followers. So that was fantastic. And what people think about content, for example, say towards young people, they think so what works for young people? And the fact of the matter is, there's thousands of different types of young people. And just being conscious of that and going okay, actually yes. There isn't a great solution that works across the board for young people. Let me get into the trenches and let me find out. Let me think of what audience I'm looking for within the young people, slightly less broad sense. Am I going for jocks? And I'm going for God's. Am I going from preppy types? Am I going for studious types? Which specific am I going for and what I'm saying young, I'm I looking at 14 and 15 year olds? Am I looking at 18 and 19 year olds? >> There's a difference there [INAUDIBLE]. >> There's a huge differences. So what, I think probably the first mistake is that, when people are looking at a young audience, they generalize and they're looking for a quick, simple solution. But we all know we all instinctively look for a quick, simple solutions when a natural fact if we want to do something, you've to do it right. So you've to think first okay, I'm interested in the young audience but what actually is that young audience? >> I mean the simple solutions we've created are in marketing terms of Generation X, Y and Z, really, but it it's not as far as [CROSSTALK]. >> There's a woman called Lisa Smith and she's really built her career on analyzing the norms of generation Y. And helping them find the careers for them and helping organizations work better with them. And we've chatted a number of times, and [INAUDIBLE]? At the end of the day, people are people, and yes when you look at averages and norms, they'll be trends. But when you're thinking about a brand's perspective, supposing this we're talking to marketeers. The thing about working with a younger audiences first thinking about yourself, I'm thinking, okay, this's our brand. This's exactly who were interested in, so breaking that down, not saying young people saying okay, this's the segment within a young audience that we're interested in. And when you start answering those questions, it becomes so much easier to then think about the content question, respect the process. You don't think okay, young contents are generation Y content. As I said first about your business and think Who's your target market for your business? Who's most aligned with your business? Who's going to buy whatever product or service that's most within this young segment? Who are they, meet with them, actually do a bit of research, talk to them and bring them into a focus group and sit down with them and say, right, this's our business and we feel you're our target market. Would you say that's right. How would you feel we should connect with you? Like, why would this be of interest to you? Over the course of an hour's focus group, you be shocked the amount of information you'll get to build a campaign off the back of it. Now that's a bit of work. A lot of people like to shy away from that and think, there's these easier ways, but long story short. If you want to build a kick ass campaign, you gotta do a lot of work, and I don't even think that's a lot of work. But it'll certainly put you hands and yards above everything. >> But it's more sophisticated than going or God they like to have fun. They like to have a great laugh. So let's just do that because, of course, young people generally do because I think it is much more later than that. >> If you turn on the TV and look at some of the commercials, or even if you scroll through your news feed on social media, you'll see cringing ads. Where perhaps, the brand manager's behind those campaigns didn't do as much work as they should, and at the same time seeing those cringe ads, you'll see some ads that are really, interesting and exciting. To be fair if people are advertising correctly right on social, those ads will reach you and they'll align with you. You might not even know some of them are ads but the fact of the matter is, the ones that you don't that create the reaction to build a one for you to buy something or order a delivery. They've been really thought out again. The biggest thing for me about marketing as a whole, not just in digital or social, is respect the opportunity, respect the career, at the moment social media provides such opportunity for marketeers to really, show themselves off. But too many people, are too, happy just to get by. Why [CROSSTALK] show yourself off, make the most of it. And so, if you've got an opportunity to connect with young people, who were the most of the highest users of social media. Who will be the strongest advocates of things that they like, who will help make something go viral? What an opportunity you've got because you'll get a far, greater reaction. If you hit the nail on the head with a young audience, you'll with an older audience. What an opportunity young people provide to build your career as a marketeer? Capitalize on that. >> Yeah, and obviously there's long term benefits with engaging the youth audience as well. Talk to us a little bit about the research side of it could be seen as a lot of the hard work, and the creativity could be seen as kind of the lighter side are just being kind of ideas based on brainstorming. It's about bringing the two together, isn't it? >> Yeah, anybody that's watching this content that perhaps, is a digital designer. Well know how challenging it is to digitally design anything when the brief is awful, but when the brief is absolutely outstanding, the digital design work is easy. So the research is what you build everything on, and so that research shapes everything. Everything follows from that. Yes, it might be a little bit of heavy lifting, building out of focus we've been doing that work, but. It'll more than justify itself as the campaign progresses and you start bringing in other parties because it all builds on that initial foundation of work that's done. >> Talk to us a little bit about content formats because traditionally, magazines and things that could be full of and even some websites still are full of reams of text. >> For me, like a really strong, attention grabbing image, a strong headline and then obviously leading supporting text. But that depends, is that an article we're talking about? The fact of the matter is every type of content, every piece of content, every subject has a different way of being displayed. I think the most important thing is the AB test and A, B, C, D, E F, G test like test. The cool thing about digital marketing, the cool thing about social media is that you can test, so test and build your campaign off the back of the results. >> Yeah, because it's not like the visuals are there, they're crucial but you can tweak as you go along. It's an interview process. You can listen to all of that and see what the audience wants [CROSSTALK]. >> You can tweak as you go along. So eight years ago, when when it was a TV ad, when it was a radio ad, when it was a billboard, you had to just decide on something and put it out there. The whole acid, the whole value that social media brings is that you can refine campaigns in real time. How brilliant is that? And so AB test and keep testing over and over again, and not just in one campaign. >> I mean, you can alter an iterated campaign as it's going along, but you can also learn, [CROSSTALK]. >> I had a meeting earlier with a client. We're doing an ad campaign for them. And we started going through over 110 different ads within the one campaign. They couldn't understand that we're doing so much but that's how you get completely outstanding return on investment. By really hammering in and trialing and testing and a building hybrids off the back. And that's what's again so exciting about social media, so exciting about digital marketing. And if all these opportunities are out there, why not grab them and realize them? >> Yeah, it's almost like if the unfair advantage of having, being able to look at it and see if you go on. And that's why I said, there's such a massive opportunity for marketeers at the moment, we've all the tools out there to really show ourselves off. Like years ago people would've said, marketeers, their bullshiters. I hope I can say that here, but they would've slammed marketeers. It's just, smooth talkers. No, marketing is a science now, but it's only a science if you actually carry it out and actually use it to its full potential at the moment. That's why I say absolutely do because now we've got an opportunity to actually bring real respect to what it is that we do. It's not open for debate anymore. >> You're not selling your publishing really brands or publishers. >> Everybody is a publisher. And that's the famous Gary Vaynerchuk quote, we're all publishers today. It's a really exciting space. >> Yeah, and obviously more and more potential to build on. If you get the youth audience captive, then they can stay with you on the journey for five or 10 years, and they can follow you up into yes, adulthood, even thinking down the line. >> Yeah, for brands again, that's why I'd stress, put in the work with the young audience because absolutely, you've got a lifetime value of them now. It obviously depends on your business and it depends on the opportunities of your business. For the right businesses, investing in a young audience has an absolutely amazing return on investment. So why not put the real work into a really good campaign that'll allow you hold on to them, then for a greater length of time? >> All right, so there's a lot of food for thought there for content marketers, social media marketers, people planning their next campaign. So I hope you learned something from that. And thanks very much for joining us and thanks Jamie. >> Thank you. [MUSIC]
