Skip to main content
Instapage

Looking for a college-bound influencer? Look on YouTube

Dorm Haul You may think that big chains like Walmart, Target and Staples control back-to-school shopping but the real power is in the hands of the YouTube haulers.


These young women have the eyes and ears of the older teens headed off to college and the younger teens who are dreaming about the future. Sitting in their sparkly bedrooms, they show off everything from hangers to sheets, to communal shower must-haves and tools for whipping up a “no kitchen needed” snack.


Think Google says that searches for “back to school haul” on YouTube are up 70% this year. Searches for “dorm hauls” on YouTube doubled in the first 10 days of August.


Hoping to be first in line, this year’s haulers released twice as many back-to-school haul videos in the first seven months of 2014 as they did in 2013. Last year, most of the videos went up in August but this year a large number of videos launched in July. Send them all a thanks for helping to extend the BTS shopping season.


The best thing about the dorm haul audience is that its made up of young, first time decision makers who are still open to trying new brands. Mom is going to suggest her old favorite brands, but daughter is more likely to listen to the suggestions of a YouTube star.


Google also makes note of a spin-off trend; dorm tour videos.


In these videos, college students show off their rooms with an emphasis on decor, storage and comfort. I think these videos are popular because they take some of the fear out the process. So many TV shows and movies revolve around the college outcast who is homesick or stuck with a wacky roommate. YouTube dorm tour videos are proof that college life can be fun and exciting.


This chart shows the number of “dorm tour” searches on YouTube. What a difference over last year.


a-report-card-on-back-to-school_articles_04


The final trend is Dorm DIY. “Dorm decor” searches on Google are up 37% YOY. Teen DIY in general is a huge trend as kids look for cheap and imaginative ways to spruce up their bedrooms and everything they own. The current king of DIY products is Washi Tape. This is a paper tape that comes in every possible color and pattern. Scrapbookers and cardmakers were the first to use it and now it’s grown into an industry all its own.



Consumers searching for dorm room-related topics are about 100x more likely to be searching for washi tape than the average Google user and about 150x more likely to be searching for wall decals. (Google Data)



Google even has a chart!


Washi Tape Searches If you can mix Washi Tape with your product or service, you’re golden.


Bottom line, if you’re trying to reach a Millennial audience, spend some time on YouTube watching the dorm haul videos. Then reach out to the YouTubers with product samples or a sponsorship opportunity. The worst thing that can happen is they’ll ignore you. Terrible if you’re a teen but you’re a grown-up, you can take it.








via Marketing Pilgrim - Internet News and Opinion

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Crimson Hexagon Now Offers Access To Tumblr Firehose

Analytics provider Crimson Hexagon announced today that it has joined Tumblr’s Preferred Data Partners program, and now can offer customers access to insights about Tumblr’s full firehose of public activity.Boston-based Crimson Hexagon provides analytics for brands and agencies, analyzing consumer behavior on Twitter, Facebook, Instagram, Sino Weibo, Google+, YouTube, blogs, forums, review sites and other online platforms. The Tumblr integration offers Tumblr data for all public posts since October 2014 and will enable customers to track brand mentions and logos, measure conversation volumes and analyze sentiment drivers on Yahoo’s network.Crimson Hexagon has given several clients beta access to Tumblr data since the beginning of the year; among them is marketing agency VML, which has been pleased with the results.“By using Crimson Hexagon’s Tumblr data, we have expanded our view of online conversation, which allows us to discover new communities of brand-loyal customers for our clien…