@LoriShemek<\/a> featured in 32 percent of mentions; with high levels of retweeting on her posts. On Instagram, the brand\u2019s hashtags have been used in 14.4k posts to date, the most popular from a variety of influencers supporting SmartSweet that offered product discounts.<\/p>\n\n\n\nAnother important factor for brands on social media is engagement, which candymakers achieve primarily through heavy usage of prompting posts and frequent giveaways. When using the hashtags on its Instagram, SmartSweets\u2019s average engagement jumped to 11.5k per post with 52 percent of engagements per post being comments. This highlights how engaged users are, especially younger generations, with the brand given commenting is a dedicated and more time-consuming action.<\/p>\n\n\n\n
Pairing Purchase Decisions, Marketing For Success<\/h4>\n\n\n\n
Both gen z and millennials are actively posting opinions about snack food products online. For example, in Q2 2020 these age groups, on average, were 33 percent more likely to share an opinion about snack foods online. This, in conjunction with gen z and millennials being one-third more likely to buy a product to access the community built around it, means brands must get it right to create the positive brand reputation these individuals seek.<\/p>\n\n\n\n
Building a space in which this age group can come back and frequently re-engage is important for them; using call-to-action posts that ask for opinions will lead to higher engagement. Thus, a synergy of marketing angles would be useful, such as influencers, social retargeting campaigns and OOH (out of home marketing).<\/p>\n\n\n\n
As one might imagine, gen x and baby boomers do not consume or partake in social media as much, which is why tv ads are still the best way to reach them. These older generations also feel underrepresented when it comes to ads, and even though millennials watch their fair share of tv, snack brands should continue to lean on this medium to better cater to older generations.<\/p>\n\n\n\n
Additionally, gen x and boomers are more likely to be loyal to the brands they like. Boomers are also bigger penny pinchers, with almost two-thirds stating they use discount codes, coupons or loyalty\/reward schemes and 68 percent stating they spend time looking for the best deals. Thus tv ads targeting pricing and offers is a large purchasing prompt for this generation, and will lead to more efficient targeting.<\/p>\n\n\n\n
Overall, the data show younger generations should be reached with healthier choices, by influencers with a following and positive reviews from well respected members of that community. Alternately, older generations, who bring the highest potential brand loyalty, want to be reached with traditional tv ads touting sweet and less costly treats.<\/p>\n\n\n\n
Snack and candy brand marketers need to use generational-specific data and insights available to formulate well-targeted, tailored messaging via social media vehicles.<\/p>\n\n\n\n
\n\n\n\nSee the original publication in Candy and Snack Today<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Ashley Cooksley and Celia Dearden-Briggs examine the parallels between age and lifestyle choices, including consumer behaviors, interests and purchasing factors during the first half of 2020. Cleveland \u2014 Looking at the lifestyle choices and interests among candy and snack consumers, younger generations prefer healthier choices. Starting with gen z (aged 8 to 22) and millennials (aged…<\/p>\n","protected":false},"author":3,"featured_media":17373,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[40],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2021\/01\/pexels-andrea-piacquadio-3974096.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"
Focusing On Generational Differences For Marketing Success<\/a><\/blockquote>