How To Reach Gen Z Tweens

Motivate Youth
tweens:
HOW TO REACH
THE PIVOTAL MIDDLE GROUND
Gen Z
of
Written by Derek E. Baird

& Gregg L. Witt
Edited by Susan Stanley
Motivate Youth | How to Reach Gen Z Tweens MotivateROI.com
Contents
MEET THE TWEENS OF GEN Z 03 LIVE STREAM OR YOU’RE DEAD
IN THE WATER 19
03 Key Insight 19 Key Insight
04 Meet the Tweens of Gen Z 20 Live Stream Or You’re Dead in the Water
05 Tweens Pose An Interesting Dilemma 21 #TweenTakeaways
06 #TweenTakeaways
NINE IS THE NEW ELEVEN 07 TWEEN REALITY NOW COMES IN

VIRTUAL & AUGMENTED 22
08 Nine is the New Eleven 23 Tween Reality now Comes in Virtual and Augmented
09 #TweenTakeaways 24 #TweenTakeaways
EARN TWEEN TRUST OR GET GHOSTED 10 MAKE TWEENS LOOK COOL 25

11 Earn Tween Trust or Get Ghosted 26 Make Tweens Look Cool
12 #TweenTakeaways 27 #TweenTakeaways
VIDEOS RULE! MAKE ‘EM MOBILE. 13 APPLY THE RULES OF TWEEN

ENGAGEMENT 28
13 Key Insight 28 Apply the Rules of Tween Engagement
14 Videos Rule! Make ‘Em Mobile
15 #TweenTakeaways
TWEENS LOVE AI & CHATBOTS 16 ABOUT MOTIVATE YOUTH 29

16 Key Insight 29 Youth Market Expertise
17 Tweens Love AI & Chatbots 30 About Motivate Youth
18 #TweenTakeaways
2
Every new
generation
reacts to and
evolves from
the generations
before, and
Gen Z is no
exception.
3
MEET THE TWEENS

of
Gen Z
What sets Gen Z apart is an unrelenting At the epicenter of this tension we find tweens—a
relationship with information and technology, complex subset of Gen Z. They are caught up in
and their early independence, born of impatience the turbulent transition from simply being a kid,
and the confidence to act. These are the identifying to fending off the intricate pressures of teenage
traits of what will be the largest demographic in existence. They are the pivotal middle-ground of
history. And yet, their confidence and knowledge Gen Z.
often out pace experience...which causes tension
between an advanced intellect, and the reality of their
actual age and emotional intelligence.
21M
Tweens in the U.S.
25%
of the Gen Z Population
Kids (0–8) Tweens (9–13) Teens (14–17) Young Adults (18–20)
Source: Experian, Q4 2016 4

Tweens Pose an Interesting Dilemma

Kids (5-8) are still largely influenced by and accessed the most open to influence, tweens are an important
through their parents. Teens (14-18) are rapidly puzzle to solve for companies marketing to Gen Z.
forming their own opinions and establishing
independence from parents, and there are direct Tweens and teens are set to influence nearly $600
channels to reach them. Tweens (9-13), on the contrary, billion dollars of family spending, and will comprise
are the hardest to reach, even while they are actively 40% of consumers by 2020. Any brand that wants
seeking cues and learning to form opinions. Because in, has to be willing to play by the rules of tween
they are the least accessible, and arguably engagement.
Tweens & teens of Gen Z

Gen Z will comprise
are influencing nearly
$600 billion 40%
of consumers by 2020
in family spending
Source: HRC Retail Advisory Consumer Research Study, Fall 2016 5

#TweenTakeaways
DO THIS DON’T DO THIS

Tweens are a complicated group: Tweens have their own media and
learn the needs, wants and engagement protocols, and they
differences within this subset, don’t need your brand. Disrespect
and be prepared to evolve their rules, or your message will
with them. be tuned out.
6
Having access
to all this
knowledge
allows, if not
encourages,
tweens to act
older than their
chronological age.
7
NINE IS THE NEW
Eleven
Today’s tweens have grown up with infinite This evolutionary “age compression” drives
knowledge just a click away on Google, YouTube tweens to seek brands that reflect a more mature
or Alexa. Having access to all this knowledge interpretation of their lives. They immerse
allows, if not encourages, them to act older than themselves in media—from internet personalities
their chronological age. In other words, tweens are to branded content—in order to define and expand
aspiring to be their perception of an informed and their identities, even more than tweens just 5
experienced teen. years ago.
©2017 Kik. All rights reserved. Kik logo is a registered

trademark of Kik Interactive and is not a participant
or sponsor of this editorial content. 8
#TweenTakeaways

Create aspirational content themes, Bottom line: tweens don’t want
messaging, and branded experiences to be associated (at least publicly)
that look and feel 2-3 years older with anything that they, or
(strategically and appropriately). more importantly, their friends,
Inject age-specific messaging for perceive as being “too babyish.”
tweens to discover on their own.
9
The key is to
find and share
your authentic
brand voice and
give tweens the
opportunity to
fall in love with
your brand
on its own merit.
10
EARN TWEEN TRUST

or get
Ghosted
Trust is at the heart of authenticity, and must be called out. Tweens can smell a half-baked endorsement
from a 1,000 miles away. Gen Z tweens are more in tune with social movements and current events than
any previous tween generation, and this has a profound impact on the success of a youth brand. Below are two
relevant examples that put this into context.
GHOSTED TRUSTED
Kendall Jenner endorsing Pepsi as a solution to Let It Flow, pro-skateboarder Nyjah Huston’s
peace? Tweens say, “GET GHOSTED!”, nobody is non-profit organization, brings clean water and
buying the story. Handing off a Pepsi as a solution to sanitation to communities in need all over the
complex racial issues will not fly with this socially world. Tweens say, “TRUST IT!” Why? They know
aware generation. Nyjah didn’t always have access to running water
as a child, and can get behind his projects as an
authentic way to make a global impact in the fight
for clean water.
11
#TweenTakeaways

Be transparent and keep it real: Pay for a phony social boost today,
develop tween campaigns/programs just to see it fade away tomorrow.
that plant the seeds for building a Abuse tween trust and your
long-term relationship with them. brand will be ghosted.
12
Any brand
seeking to
connect with
tweens must
have a mobile-
first video
strategy.
No exceptions.
13
VIDEOS RULE!
make ‘em
Mobile.
Any brand seeking to connect with tweens must A survey conducted by Awesomeness TV found
have a mobile-first video strategy. No exceptions. that 71% of Gen Z’s typical video consumption is
Adobe research also found that 76% of Gen Z tweens streaming, and one-third is viewed from a mobile
inherently choose a mobile device to watch video, device. Furthermore, In a recent CMO Magazine
live stream, play games and video chat, and other article, 62% of tweens surveyed said they won’t return
research found that roughly 7 in 10 tween and teen to a website or app with sluggish video.
smartphone users spend at least three hours per Sources:
day watching video on their phones. CMO Magazine 4 ways Retail Can Meet Gen Z’s CX Expectations, 04/21/2017
JWT Intelligence, Generation Z Report: Savvy, Connected, Changing the World , 2015
Awesomeness TV and Trendera: Gen Z Report , 2017
Meet Generation Z: Forget Everything You Learned About Millennials, by Sparks and Honey
©2017 YouTube. All rights reserved. YouTube is not a participant or sponsor of this editorial content.
14
#TweenTakeaways

Produce and distribute a video Ignore the quality of the
experience that is optimized for streaming video experience for
a mobile format, and will meet or tween consumers. Tweens have
exceed tween’s expectation for social so many choices: If video doesn’t
connection. offer a fast and seamless user
experience, they’ll move on.
15
Tweens
are among
the most
enthusiastic
adopters of
chatbots and
artificial
intelligence.
16
TWEENS LOVE
AI & Chatbots
Tweens—comfortable conducting most daily activities on mobile devices—are among the most
enthusiastic adopters of chatbots and artificial intelligence (AI) voice assistants, such as
Google Home, Siri, Alexa, and Facebook Messenger.
Brands who have successfully engaged with tweens, According to The Voice Report, an estimated 25
have launched some of today’s most popular chatbots. million voice assistants (up from 1.7 million in 2015)
Sephora and H&M have created bots that share are expected to sell this year at $40 to $180. Facebook
fashion advice, and Saban Brands--with such tween- reports that developers have created more than 11,000
focused entertainment film and TV franchises as the chatbots for its Messenger platform, and Kik—one
Teenage Mutant Ninja Turtles—are offering one-on- of the most popular messaging platforms among
one conversations with bot-versions of actors and Gen Z tweens—unveiled 6,000 new chatbots last
characters. Amazon’s Echo devices are particularly month alone.
popular with tweens who ask Alexa for help with
Sources:
school, jokes, spell-check and even ordering pizza The 2017 Voice Report by VoiceLabs, 01/15/2017
from Domino’s. Investopedia, Report: Facebook Scales Back on Chatbots, 03/01/2017
Kik unveiled
6,000
new chatbots last month alone.
©2017 Amazon Alexa. All rights reserved. Amazon Alexa is not a participant or sponsor of this editorial content.
©2017 Facebook Messenger. All rights reserved. Facebook Messenger is not a participant or sponsor of this editorial content.
©2017 Kik. All rights reserved. Kik logo is a registered trademark of Kik Interactive and is not a participant or sponsor of this editorial content. 17
#TweenTakeaways

Create AI experiences that help Don’t create conversational user
tweens solve problems, complete experiences that slow down the
tasks or entertain. Test the messaging game: if it’s not fun, fast, and
experience with groups of tweens who cool—rethink your strategy.
best represent your target audience.
18
When tweens
aren’t watching
video, they are
live streaming
apps.
19
LIVE STREAM OR YOU’RE

dead in the
Water
When tweens aren’t watching video, they are live Online video gaming is also a magnetic draw for a
streaming apps. While “olds” may be tuning into majority of tweens. For example, Twitch (owned by
Facebook Live or YouTube to watch live streaming Amazon) recently streamed an event to over 8 million
events, tweens have their own ecosystem of concurrent viewers.
streaming apps where they can interact with friends,
internet personalities, and online video gaming. So why are live streaming platforms like YouNow,
Live.ly (owned by Music.ly), HouseParty or Twitch
One of the most popular tween live streaming mobile are so popular with tweens? Above all, tweens
apps is YouNow, which reports that viewers are on value instant gratification, and these live stream
for more than 30 minutes per day, and more than 70 apps provide them with a place where they always
percent of viewers engage with the content. Anyone feel comfortable sharing their lives, expressing
with a smartphone can log on to YouNow, and get in themselves and connecting with their peers.
on the broadcast with text messages, animated icons,
or by exchanging on-screen gifts.
©2017 YouNow. All rights reserved. YouNow is not a participant or sponsor of this editorial content.
©2017 Twitch. All rights reserved. Twitch is not a participant or sponsor of this editorial content.
20
#TweenTakeaways

If you want to reach tweens, use live Live streams are live and immediate,
streaming apps like YouNow, Live.ly but it can’t be anything-goes. Your
& Twitch. This is where they live, play brand will need a clear, community
and connect. moderation and safety guide. Don’t
leave tweens exposed to questionable
content, boorish behavior or trolls!!
21
Tweens are
poised to be the
first generation
to grow up
with and
integrate these
technologies.
22
TWEEN REALITY NOW

COMES IN VIRTUAL
and
Augmented
Tweens are among the earliest adopters, embracing Pokemon AR platform by allowing tweens to unlock
both virtual (VR) and augmented reality (AR) a special Pokemon Go Frappuccino flavor.
technology. While we are still in the very nascent
stages of the VR and AR revolution, tweens are As more and more Gen Z tweens try VR and AR,
poised to be the first generation to grow up with and their expectations of the shopping experience will
integrate these technologies. Youth brands have a likely evolve. While there are a variety of industries
huge potential opportunity to reach out through embracing this new technology, the stakes are
innovative content, experiences and blending of especially high for any industry that relies on youth
the real and virtual world. culture to fuel its bottom line. Brands focused on
digital transformation should focus on product-level
For most tweens, their first experience with VR is and excursion VR videos to market to this generation.
through a Google Cardboard VR viewer, not more
the expensive headsets from Oculus and Samsung.
Tweens are using these low cost cardboard headsets
to explore content created by YouTube, that allows
them to explore the ocean floor or Mars (via Lockheed
Martin’s STEM program).
Even The Simpsons and Disney’s Star Wars franchise

jumped in the VR game in 2016, by giving out free
branded cardboard VR viewers with content especially
developed for virtual reality viewing. Facebook’s
Oculus has launched the Emmy winning Oculus Story
Studio, to explore the possibilities of VR storytelling.
PokemonGO is the big AR (Augmented Reality)

success story. Pokemon inspired millions of tweens
to get off the couch and head outside to visit
PokeStops and PokeGyms, and capture a myriad of
creatures from the Pokemon universe. Even brands
like Starbucks leveraged the popularity of the
Image: Courtesy Josh Hassin, Lookmister Augmented Reality
23
#TweenTakeaways

Seize the opportunity! Think of how Ignore this burgeoning trend! Failure
you can expand your brand experience to plan is planning to fail in AR/
and your reach through imaginative VR. There are a new set of rules and
use of VR and AR. a new landscape, and you will need a
competitive infrastructure to thrive here.
The sooner you engage the tech, and
partner with the right AR/VR developers,
the more quickly you can leverage these
revolutionary tools.
24
The number
one rule of
marketing to
tweens is to
make them
look cool.
25
MAKE TWEENS
Look Cool
The number one rule of marketing to tweens is to and pop star, Jason Derulo. Together, the combined
make them look cool. Especially to their friends. “cool factor” of Coca-Cola and Derulo had tweens
Remember that tweens are in a social crucible. uploading videos to Musical.ly for a chance to connect
They live and die by instant gratification and with a celebrity over Facetime.
expression. If they don’t have options and choices
to help build their identity, they will back off. There are lots of ways to convey your voice and brand
They know they are being judged by other tweens, authenticity to your tween community. But, no
who then use that judgment to define themselves. matter what you do, make sure to create content that
If your brand is perceived as being too babyish serves the tween’s social needs—content that will
or boring, tweens will look elsewhere...and they make them look cool if they share it with their
have infinite options at their fingertips. friends, or that will make them feel like they have
added a layer to their identity.
There’s a reason why tweens love Instagram and
Snapchat: both of these brands offer tools that make
users look cool to their audience. In the case of
Instagram, the secret sauce is the easy-to-use filters
that transform a basic smartphone photograph into
a masterpiece. And a quick double tap of the screen
gives tweens what they crave most—instant feedback
and validation.
From dog ears to flower crowns, Snapchat is

continually adding new filters that allow tweens to
share their individuality with the world. And their
“messaging streaks” feature takes the tween need for
status to a whole new level.
Musical.ly, the popular tween music lip synching app,

and their influencers Baby Ariel and Danielle Renaee,
partnered with Coca-Cola to create sponsored posts
using a music track created by Coca-Cola ambassador
26
#TweenTakeaways

Producing content themes most If you create content that tweens
relatable to your targeted audiences don’t want to be associated with, they
lifestyles isn’t always enough. Give won’t risk their peer group standing.
tweens the option to individualize their NOT even for cash. If you want to be
presentation...better yet, co-develop their choice, don’t underestimate the
content ideas with creative tweens. tween drive for cool!
27
APPLY THE RULES

of Tween
Engagement
Do you know the unwritten rules of tween engagement on social media? Like most things in
tweendom, there are cultural norms that must be followed, or your brand risks being ostracized.
#1 Don’t Treat All Tweens the Same #4 Technology is the New Black
You can’t necessarily use the same voice, content To be viable, immerse yourself in the cutting edge
and channels for all tweens all the time. You technologies that tweens embrace and expect.
risk missing the crucial specificities of authentic
connection. Identify and connect with the tween #5 Create Entertainment and the Right Vibe
subsets that align with your brand and mission. The Create content and experiences to stand-out,
content and messaging for 9-11 year old girl athletes whether it’s hilarious, snarky or a must-see. Giving
is unlikely to work for 12-13 year old boy gamers. tweens the means to connect, share and thrive in
their community, will make them your
#2 Content Realness Over Production Value powerful ally.
It doesn’t matter how good you look if your message
doesn’t hit the mark. Most importantly, be authentic
and relatable...then be shareable.
#3 Don’t Be A Tween Poser

Tween vernacular/speak is more alien than ever—
but DON’T pretend to talk the talk, unless your team
members or youth advisors walk the walk.
*Note regarding tween engagement legalities: Comply with COPPA or get shut down: It is important to note that with some of the strategies mentioned, directly targeting the tween demographic
(without proper consent) could be a direct violation of COPPA. The goal of using these channels is to provide content for consumption (to build impressions with a varied audience), particularly users who
have been granted permission by their parents. It is a requirement of the FTC to avoid collecting personal information directly from tweens without verifiable parental consent.
28
YOUTH MARKET EXPERTISE
GREGG WITT
Executive Vice President, Youth Marketing
“Gen Z wants transparency. They expect authenticity and

demand originality. It’s time to meet Gen Z where they are.”
Gregg Witt is a renowned Gen Z marketing strategist and

youth trends analyst, with an uncanny ability to help
consumer brands be more relevant with tweens, teens and
young adults. In 2016, Witt was named a top 5 youth marketer
to follow by Inc Magazine. Witt has 16 years of experience in
consumer insights, brand and product marketing strategy,
influencer engagement, and content production. His category
leadership and expertise includes: retail, education, action
sports, entertainment, consumer packaged goods, technology,
fashion, social change, and live themed experiences.
CONTACT GREGG Gregg@MotivateROI.com
DEREK BAIRD
Senior Director, Youth Digital and Social Media Strategy
“Gen Z consumers want you to share your brand story and

values with them in new, entertaining and interesting ways.
From chatbots, to augmented and virtual reality, Gen Z
expects immersive storytelling.”
Derek Baird is a digital media executive, producer and

marketer with 15 years of experience in all aspects of
content strategy, digital and creative management, product
development, brand marketing, and communications and
creative across the education, kid and teen entertainment,
and social media ecosystem.
CONTACT DEREK Derek@MotivateROI.com
29
ABOUT MOTIVATE YOUTH

CULTIVATING RELEVANCE WITH GEN Z
“Motivate Youth specializes in marketing to Gen Z — tweens, teens, and young adults. We help brands
reach a mass audience, while building credibility with niche audience segments.
Generation Z, those born in 1995 or later, are shaping our future. It is the largest demographic group to-
day, and will represent a staggering 40% of all U.S. consumers by 2020.
LEARN MORE ABOUT MOTIVATE YOUTH

motivateroi.com/motivate-youth
Let’s Get Social
30

How To Reach Gen Z Tweens

Uploaded by

Document Information

Original Title

Copyright

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

How To Reach Gen Z Tweens

Uploaded by

Copyright:

Motivate Youth

THE PIVOTAL MIDDLE GROUND

Written by Derek E. Baird

NINE IS THE NEW ELEVEN 07 TWEEN REALITY NOW COMES IN

EARN TWEEN TRUST OR GET GHOSTED 10 MAKE TWEENS LOOK COOL 25

VIDEOS RULE! MAKE ‘EM MOBILE. 13 APPLY THE RULES OF TWEEN

TWEENS LOVE AI & CHATBOTS 16 ABOUT MOTIVATE YOUTH 29

MEET THE TWEENS

Kids (0–8) Tweens (9–13) Teens (14–17) Young Adults (18–20)

Source: Experian, Q4 2016 4

Tweens Pose an Interesting Dilemma

Tweens & teens of Gen Z

Source: HRC Retail Advisory Consumer Research Study, Fall 2016 5

DO THIS DON’T DO THIS

NINE IS THE NEW

©2017 Kik. All rights reserved. Kik logo is a registered

DO THIS DON’T DO THIS

EARN TWEEN TRUST

DO THIS DON’T DO THIS

DO THIS DON’T DO THIS

from Domino’s. Investopedia, Report: Facebook Scales Back on Chatbots, 03/01/2017

DO THIS DON’T DO THIS

LIVE STREAM OR YOU’RE

DO THIS DON’T DO THIS

TWEEN REALITY NOW

Even The Simpsons and Disney’s Star Wars franchise

PokemonGO is the big AR (Augmented Reality)

DO THIS DON’T DO THIS

From dog ears to flower crowns, Snapchat is

Musical.ly, the popular tween music lip synching app,

DO THIS DON’T DO THIS

APPLY THE RULES

#3 Don’t Be A Tween Poser

YOUTH MARKET EXPERTISE

“Gen Z wants transparency. They expect authenticity and

Gregg Witt is a renowned Gen Z marketing strategist and

CONTACT GREGG Gregg@MotivateROI.com

“Gen Z consumers want you to share your brand story and

Derek Baird is a digital media executive, producer and

CONTACT DEREK Derek@MotivateROI.com

ABOUT MOTIVATE YOUTH

LEARN MORE ABOUT MOTIVATE YOUTH

Let’s Get Social

You might also like