MARKETING TO AUSTRALIAN YOUTH IN 2024 – THE BEST TIPS

Learn how to market to Australian youth in 2024. Sell to Australian youth with our advertising and digital marketing tips, teenage research insights, strategies and examples.

Brought to you by Mau, a Senior Digital Marketing Specialist at eDigital.

MARKETING TO AUSTRALIAN YOUTH IN 2024 – THE BEST TIPS

Adolescence is a crucial time when identities are being challenged.

Young people’s life is influenced by social media trends, gaming, popular music singers, top sports athletes, comic books, some of the best Netflix horror movies, the fantasy world, protest art and graphic design trends.

Youth is a world through personal and creative experience with a sense of humour, adventure, playfulness and a touch of “surreal” poetry.

Before we start telling you how to approach youth in Australia, we should remember about the different generations:

Some of the below tips and advice might apply to these three generations but some might not.

You will need to test what works for your marketing objectives.

Trending > Generations’ years and names – Chart

ABOUT AUSTRALIAN YOUTH

To confirm the most popular topics Australian youth care about, below you can find insights from three different surveys.

THE MOST IMPORTANT TOPICS AUSTRALIAN YOUTH CARE ABOUT

Before marketing to Aussie youth audiences, you may want to read the insights shared in the below reports.

DELOITTE SURVEY

  • Climate change.
  • Travel the world
  • Starting a family

JUNKEE YOUTH RESEARCH

Since 2010, Junkee has partnered with research agency Pollinate to ask more than 25,000 young Australians about what matters most to them and the key takeaways are…

  • Climate Change
  • Gender equality (However 38% of GenZ said “feminism” has gone too far vs only 9% of GenY)
  • Social equality – However big gap (65% GenY vs 53% GenZ)
  • #Metoo movement
  • Mental Health

Over the past year, the Lifeline telephone line has been receiving more calls than at any other time in our 58-year history. There are currently over 3,000 people in crisis reaching out to us every day. That’s a call every 30 seconds”

Rachel Bowes, Head of Crisis Services at Lifeline. Source: Clear Hayes media release, March 2021

An interesting note of this study is that young Australians are not concerned about topics related to immigration or terrorism. They are more worried about data privacy than these two.

Just in > The world’s top 25 most-followed people on TikTok

WHAT TO DO WITH THESE RESEARCH INSIGHTS

For instance, your brand can emphasise all the activities and innovations you are taking to create a more sustainable product or service.

Similarly, is your brand helping young people be better prepared to travel and experience the world?

On the other hand, Australian youth would like brands that help them in the process of building relationships and starting a family.

Online retailers are using those insights to bring extra help in the customer purchase journey and fashion marketing campaigns. An example is Farfetch, a fashion online store that re-sells more than 700 brands using Good on You ratings related to how ethical and sustainable the brands offered on the site as most of their customers are women between the 20-30yo bracket.

farfetch the conscious edit good on you ratings

farfetch the conscious edit good on you ratings

As a result, we can see many marketers now not only looking at product direct rational benefits but also looking for ways to align their activities to some of these topics youth in Australia care about.

Hot read > The top 25 trending hashtags on TikTok

PREFERRED COLOURS FOR YOUTH

Colour preferences change every year.

Colour preferences are mainly driven by the luxury high fashion, cosmetic/beauty/skincare and design industries.

There are some specific colours young people tend to like the most. However, if your brand has already decided on a clear colour palette it is ok to stick to your brand colours.

You still can be playful with trendy colours to maximise the chances of attracting your youth audiences. Other places to find colour trends are Getty Images and Pantone.

MUSIC AND YOUTH ARE A STRONG LINK

No surprise youth audiences will have an opinion about pop-culture music icons J Dilla, Notorious B.I.G. Jay Z and Rakim. When working with Australian youth, it is important to understand what their music celebrities are. what they like about them and find ways and space they can enjoy the pleasure of being a fan.

This will also apply to street art, sports, TikTok trends and others.

The question here is:

Is your brand creating ways or spaces where your youth audiences can embrace the love for their fans? Do you understand and value why youth love their celebrities?

j dilla jay dee illustration art

j dilla jay dee illustration art

A great way to look at which musical artists influence Australian youth is to look at the top 10 most popular songs on TikTok or the top 25 most-followed Australian YouTube channels as some of these channels are singers and musical bands.

Marketers are reading > The best bots and apps for free and real Instagram followers. 

FACEBOOK MESSENGER BOTS – A NEW WAY TO ENGAGE WITH GEN Z

punkee facebook messenger bot

punkee Facebook messenger bot

Take your marketing career to the next level > The best marketing research ideas for a PhD.

ENGAGE THEIR BESTIES OR BUDDIES

Find below an example of a Like & Tag a Friend to Win” competition/contest type with more than 2.5k entries.

like tag a friend to win competition contest ransom note facebook post

like tag a friend to win a competition contest ransom note facebook post

Queensland National Parks video targeting youth and competition

Queensland National Parks Camping Giveaway $100 voucher competition contest Nov 2020 email

Queensland National Parks Camping Giveaway $100 voucher competition contest Nov 2020 email

⚡️ Popular this month > The world’s top 25 most popular people on TikTok.

UNDERSTAND THE TOP AUSTRALIAN VALUE DIFFERENCES BY GENERATION

Australian top values by generation 2022

Australian top values by generation 2022. – Australian National Values Report 2022 by Havas Group.

CONCLUSION

It is essential to recognise the responsibility that comes with marketing to Australian youth.

Avoiding some of the top ethical issues in marketing such as deceptive practices and promoting healthy consumption habits, are crucial when engaging with this vulnerable demographic.

By striking a balance between marketing objectives and ethical marketing practices, marketers can positively impact the lives of Australian youth while driving business growth.

eDigital can help you conceptualise, plan, develop, run and optimise successful digital marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation (Search, Display, social media ads and re-marketing).
  • Marketing training: social media training and digital marketing training. 
  • SEO strategy and execution. Including content development (articles, stories, eye-catching and SEO-optimised visuals).
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

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Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.

MARKETING TO AUSTRALIAN YOUTH IN 2024 – THE BEST TIPS

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