“Teen Commandments for Brands Wanting to ‘Do Digital’”

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I thought this was frank and useful several years ago but now the teen market is even bigger. In fact bigger than the Baby Boomer market and although they have less to spend than their parents…they will be the consumers of the future for many brands today.

1. Too often, I think brands believe frippery is fantastic, it’s not – get to the point. Kids – like adults – probably want to know something along the lines of the following from your site… a) where your nearest store, event or retailer is, b) what your product/event/etc is going to cost them, c) how to get in touch with you or d) something pretty much damn nothing like playing a game.

2. Present the facts. Have a place where kids can put their own opinions down, and be approachable.

3. Don’t redirect them, that’s just rude – they’ve just turned up at your digital door. Sort your URL out.

4. Don’t put some tune you think is ‘hip’ on in the background; it won’t be.

5. And don’t turn up on their Facebook page and think you know what’s going on – you don’t.

6. Also, whilst we’re at it, if they’re recently broken hearted, they won’t want to speak to you about it. Secondly, they don’t want you shoving some ‘Single? Broken-Hearted?” quip questions at them either. Have some manners.

7) Do not, whatever you do, appropriate youth culture on your site, but hell, we hope you know this.

8) Avoid pop-ups. Kids hate them.

9) Finally, with Facebook and Instagram etc, please remember that you’re in their (digital) space: they didn’t ask you to be there, and they can’t very well ask you to leave, so talk nicely. And if you haven’t got anything nice to say, don’t say anything at all…

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