As we continue on to create the content for KIND Snacks, we must look at the social media channels that would be beneficial to our brand story. KIND Snacks does a great job utilizing all social media channels to begin with, but this specific content is aimed at a demographic that is basically over looked by KIND Snacks. In order to decide what social media outlets to use, we must first identify our target market and see where their attention lies.
The content we are creating is a short form video aimed at active, healthy minded, teens. According to Statista.com; 92 percent of American teens have access to the internet, and 24 percent are connected constantly through mobile devices. Proving that no matter how active teens are, they are still browsing the web. When it comes to social networks, Statista also discovered that Snapchat is the leading app, reporting usage by 50 percent of all teens. Instagram comes in at a distant second with usage by 26 percent of teens, followed by Twitter which is used by 9 percent of teens. (Statista.com)
Now that we understand where our audience resides in the digital world, we are able to get our content directly to them. But once they see this video, what are our next options? Both Snapchat and Instagram allow you to embed your website directly into the video. So, after teens see this advertisement they have the choice of perusing KIND Snacks line of healthy options. Twitter is set up a bit different but still allows you to attach your website link to your Twitter post. It is unlikely that teens will be purchasing KIND Snacks online, but our main goal here is to make them aware of our brand and all of the delicious options that we have to offer.
I believe that if we make content that resonates with the lifestyle of the teens that will see this video, it will make a lasting impression for the next time they are stocking up on snacks for their busy schedule. Maybe they don’t want chips or high sugar snacks, they want to live a healthy lifestyle. Well now they know to keep a look out for KIND Bars the next time their parents ask them what they want as a quick snack.
*Full Sail University assignment for Content Strategy, Development, and Marketing, 07.18