Which brand is the best at rapping with the teens? Pizza Hut apparently.
The pizza chain came out top in the Social Brands 100 Youth Ranking published by Headstream this week.
This ranking identifies which UK brands are best at building and maintaining social relationships with young consumers via Facebook, Twitter and Google+.
Or, which brands the kids think of more like a brother than a dad.
It’s fairly obvious that a brand tone of voice and the content it promotes needs to be tailored for the platform and the demographic that it attracts. An interesting question is which came first though? Did the young audience become attracted to the brand and therefore the brand had to tailor its content appropriately, or did the brand immediately target that demographic?
Look at me, talking as if I’m not part of the younger audience and like the 18-24 age group is a different demographic from me!
Generally speaking, brands that have done well in the ranking realise that content needs to be valuable in terms of being entertaining, informative or funny. For the youth market in particular, content also needs to be authentic, timely and relevant to time, location and culture, requiring a much more agile approach to marketing from social teams. Younger audiences also like unicorns and bacon.
I’m not entirely convinced by Pizza Hut’s claim to the top of the chart however. Let’s take a look at the top 10…