Author: Seed Team, published on February 7th, 2019
Our research uncovered a rising trend in young audiences stepping away from social media. So when it comes to digital detoxing, is there room for brands in this space? In what way can you help young audiences on this journey to find balance? Here are some tips from the brands getting it right.
Last year we spoke to 1,000 students across the UK.
The result - What Matters to Us - a deep dive in to the key trends every brand needs to know.
So much in fact that we thought we’d share a little bit of a preview into what Seed will be getting up to on stage this year.
Knowing a group of people, their habits, their fears and what grinds their gears is paramount to everything that we do at Seed and this is why last year we orchestrated and commissioned What Matters To Us, a deep-dive research piece that examined the evolution of youth and student culture in Britain today.
In some cases it reaffirmed and validated what we already knew, in other cases it took us by total surprise. What was however clear to see was how fast things change. This audiences' world, views and their cultural signifiers are constantly and consistently evolving.
So this year we’ve conducted a follow-up study creatively titled What Matters To Us…….Volume 2. Celia and Joe, our Founder and MD respectively will be taking to the stage to talk about some of the key topics covered in this follow-up piece.
So when it comes to digital detoxing, is there room for brands in this space?
In what way can you help young audiences on this journey to find balance? Here are some tips from the brands getting it right:
1. Reward people for cutting back
Take inspiration from the KFC Phone Stack campaign where the brand rewarded groups with free chicken for refraining from using their phones when together. Giving them an incentive and encouraging them to form better social usage habits.
2. Get physical
Students have told us that the best and most effective part of a brand campaign is the experiential component, in part due to the over saturation of their social feeds from brands. From the Levi’s Print Bar, and ASOS’ Fro Yo’Self campaigns, to the VOXI UK launch, more brands are realising the value of getting face-to-face with their student audience.
3. Give them the tools to quit the addiction
Apps such as Calm, which promote breaks from social media and ways of managing this addiction, are winning App of the Year.
It looks like there is a tide of social media detox coming –- are you going to help or hinder them on this journey to finding balance?
February 7th 2019