Social What?!

Since our target audience includes Millennials and Gen Z it is obvious that social media has to play a big role in Em's marketing campaign. I have conducted research for our target audience specifically relating to their social media usage and preferences.

Gen Z and Millennials are "the first two generations to grow up with the internet and technology as a significant part of their lives." This fact will highly impacts the way we market to these groups, since they are so knowledgeable about different  platforms, we have to be smart and relatable in order to successfully reach them.

Although Gen Z and Millennials are very similar in some aspects, they still vary in their way of thinking and consumption habits. For example, "Whereas Gen Ys were known for their excessive online consumption, Gen Zs are known for their selective consumption."

Gen Z are know for being hands on,  they want to be involved and would rather create something than watch. This characteristic makes Snapchat a key social media in Em's campaign. Snapchat also appeals to Gen Z because of their short attention span. They want their information fast and concise. Through this social media Em can post daily updates about her music and life and make her audience feel like they are taking a journey with her.

YouTube is also a huge platform, "Gen Z is less influenced by celebrities but rather influencers." YouTube will allow Em to keep her fans updates and share her music with her audience. Through this platform she can inspire others and share her story.


As seen on the graphic the most used social media by Millennials is Facebook. Isa and I were very skeptical about using Facebook for Em's style of music and audience. We felt that her target audience use other social media platform more, however after researching it is evident that we must create a page for Em. With its new Facebook Live feature the use of this social media has increased.  If we chose not to use Facebook we would be losing a large portion of her target audience, therefor creating a page for her is one of our priorities.

85% of Gen Zs visit YouTube more 

than any other social media site.

 Em's current social media platforms include  Instagram, Twitter, Snapchat, and YouTube. She is very good about keeping up with them and connecting with her followers, however her post often lack aesthetically pleasing backgrounds. With such a visual target audience it is imperative that her post capture her followers eyes.

Em currently has two Instagram's, a personal and a music one, however she uses her personal more. Isa and I suggested that she start using her music Instagram more and try and post everyday so she can start building her brand and image.

Over the duration of the project we are going to incorporate social media as much as possible to develop Em's image and brand. We hope to increase her audience and share quality post to her fans.


YouTube. YouTube, n.d. Web. 14 Mar. 2017.
KelseyJones. "5 Ways to Target Millennials and Generation Z Online." Social Media Today. N.p., 17 Feb. 2015. Web. 14 Mar. 2017.

Perez, Sarah. "Snapchat Is Now The #3 Social App Among Millennials." TechCrunch. TechCrunch, 11 Aug. 2014. Web. 14 Mar. 2017.

Bergh, Joeri Van Den, Sarah Grant, Christophe Jauquet, Giulia Gasperi, Katia Pallini, Rani Surmont, and Alieke Stubbe. "Millennials & Social Media: The What, Where and Why [infographic]." InSites Consulting. N.p., n.d. Web. 14 Mar. 2017.

"Gen Z vs Gen Y and Social Media." Sprout Social. N.p., 08 Mar. 2017. Web. 14 Mar. 2017.