298. YPulse. Your Social Media Playbook.
MaryLeigh Bliss
January 18, 2024
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In today’s episode, Mary Lee Bliss, the Chief Content Officer of YPulse, dives into the dynamics of social media and its significance for brands aiming to connect with young consumers.
Key takeaways:
On Beyond TikTok. While TikTok remains a dominant force, your the social media playbook isn't solely a TikTok playbook. Young consumers, on average, use six social platforms.
The Next Big Thing. Experiment with new platforms … but don’t put all of your eggs into the latest trend basket.
All About Authenticity. Timeliness matters. Empower your social media teams so that they can adapt, respond, and take advantage of platform trends.
One and Done? Maybe. It's better for brands with limited resources to excel on one platform authentically than to spread thinly across multiple platforms.
No Treasure Under X. It’s ok to forget about X, but not text. Use your words in comments sections of other platforms.
Regular People Resonate. Leveraging user-generated content and spotlighting regular people's posts in advertisements or social media feeds resonates well with young consumers.
Not Your Intern’s Social Media Team. Social Media is *the* place where consumers (13-39 y/o) report seeing advertisements that made them decide to make a purchase. Staff this vital part of your marketing team with experts who understand each platform.
YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students and young adults. They provide strategic insight to companies and organizations via their subscription-based syndicated research content as well as their custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, they give their clients a 360-degree view of what it’s like to be a Millennial or Gen Z today.
As Chief Content Officer, MaryLeigh Bliss oversees YPulse’s syndicated products. Her role also involves acting as a culture and youth insights expert, consulting with brands to identify actionable insights, align young consumer strategy, and layer generational and youth knowledge over data findings.
MaryLeigh has worked with a range of brands, including Facebook, Hampton, Bravo, HBO, Target, Best Buy, and Gap, and has been quoted as a youth insights authority by publications including The New York Times, Digiday, Business Insider, and Adweek. She has appeared as a Gen Z and Millennial expert on Bloomberg News, Fortune, and NPR Marketplace, and been a speaker at many off-sites and conferences. MaryLeigh’s interest in youth culture originated from her love of YA literature and pop culture anthropology, and she is continuing her passion for decoding and demystifying the next generations of consumers at YPulse.
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MaryLeigh Bliss
YPulse