Podcast Summary
Gen Alpha's influence on TikTok: 17-year-old TikTok influencer Demetra Diaz's impact on Gen Alpha shoppers leads to increased sales for featured brands and sell-outs when featured in her 'Meet Your Post' videos.
17-year-old TikTok influencer Demetra Diaz has amassed a significant following of young shoppers, primarily from the Gen Alpha demographic, by sharing her fashion choices and shopping hauls on the platform. Her influence has led to increased sales for clothing brands she collaborates with and features in her videos. Demetra's success on TikTok can be attributed to a combination of the app's algorithm boosting her content and the high engagement of young viewers. Her average follower is around 8 to 12 years old and spends money on items she showcases. The power of Gen Alpha's spending influence on TikTok is astounding, with brands reporting sell-outs when featured in Demetra's "Meet Your Post" videos.
Dedication forms: Dedication can be expressed through teaching children new skills, creating an enabling environment, or growing a successful social media presence.
Dedication comes in various forms. While some parents may actively teach their children new skills, others create an environment that allows children to learn on their own. Meanwhile, in the world of social media and influencer marketing, dedication also plays a crucial role. Influencers like Demetra, who have built a following by showcasing trendy clothing, receive numerous packages from companies hoping to have their products promoted. This dedication to creating engaging content and staying true to her audience helped Demetra amass a large following, highlighting the power of tween spending and the influence of social media on consumer culture. Tune in to Pod Save the World for insightful discussions on global politics, and remember, dedication can take many forms, whether it's teaching your children a new skill or growing a successful social media presence.
Demetra's influence on young shoppers: Relatable TikTok creators like Demetra significantly impact sales for brands, particularly among tech-savvy young shoppers (tweens) who are a valuable demographic for marketing.
The influence of relatable TikTok creators like Demetra on young shoppers, particularly tweens, should not be underestimated. Demetra's success comes from her relatability and authenticity, making her a cool and fun big sister figure to her followers. Her impact on sales for brands has even led to the circulation of the "Demetra effect" hashtag. Tweens, despite their age, are technologically savvy and big shoppers, making them a valuable demographic for brands. They have access to the internet and use their own money or their parents' credit cards to shop. The collaboration between Demetra and the teen-focused brand Amare resulted in a sold-out collection and $90,000 in sales in just an hour. This generation of kids, known as generation internet, is shaping the future of shopping and marketing.
Tween Shopping Habits: Tweens have early shopping exposure and are drawn to trendy items, brands leverage platforms like TikTok and Amazon to reach them, parents should create a learning environment
Today's tweens have greater access to shopping and are starting to spend more at younger ages than previous generations. They are drawn to trendy items like denim, status sneakers, accessories, purses, and skincare. Brands are capitalizing on this demographic's shopping habits through platforms like TikTok and Amazon. This generation's early exposure to consumer culture sets them apart from our own experiences. It's important for parents to create an environment that encourages learning and growth, just as a parent might create a safe space for a child to learn how to ride a bike. Dedication, in this context, is about providing the right environment and being present for the learning process.
Influencer marketing trend: Brands invest in influencer marketing, particularly teen influencers, to reach younger audiences, with industry projected to reach $24B in 2023 from $12B in 2022, and influencers earning from a few hundred dollars to millions for a post.
Influencer marketing is a growing trend in which brands are investing significant budgets to collaborate with influencers, particularly teen influencers, to reach younger audiences. The influencer marketing industry is projected to reach $24 billion in 2023, up from $12 billion in 2022. Brands are recognizing the spending power of young people influenced by social media and are targeting teen influencers to promote their products, paying them anything from a few hundred dollars to millions for a single post. Some brands also send free products to young influencers, hoping for organic promotion. Even brands targeting older demographics are recognizing the importance of reaching younger audiences and are sending their products to teen influencers. This trend is significant because it highlights the increasing influence of social media on consumer behavior and the power of influencers to shape it. Additionally, it shows that brands are recognizing the importance of reaching younger audiences, even if they may not be the primary shoppers for their products.
Gen Alpha and Brands: Brands target Gen Alpha for future customer loyalty and sales by collaborating to offer affordable options, but parents should ensure online safety.
Brands are expanding their reach to appeal to the next generation of shoppers, Gen Alpha is a significant demographic for the future. Brands like Love Shack Fancy are collaborating with Gen Alpha to offer more affordable options, making their products accessible to younger consumers. This demographic, consisting of tweens and teens, is crucial for brands due to their potential for customer loyalty and their influence on family members and older siblings. However, there are concerns regarding internet safety and who interacts with teens online. Parents should be aware of what their kids are consuming and they should engage in conversations about online shopping and safety. By paying attention to Gen Alpha's spending habits and preferences, brands can build a loyal customer base and increase their sales.
Tween Consumer Power: Tweens have significant spending power and can significantly impact a business's bottom line. Brands popular on TikTok can experience a surge in popularity, but parents must manage their children's access to spending.
Tweens today possess significant spending power and can significantly impact a business's bottom line. Their consumer appetite is strong, and they crave more and more products. Brands that are popular among this demographic, particularly on TikTok, can experience a surge in popularity. However, as a parent, this discussion underscores the importance of managing children's access to spending. The power of this demographic is undeniable, and it's crucial to be aware of it. The Wall Street Journal and Spotify's podcast highlights the trend of younger consumers having a significant impact on businesses, making it essential for parents to be vigilant about their children's spending habits. Additionally, the discussion also touched on the influence of social media platforms like TikTok on shaping consumer trends and brand popularity among tweens. Overall, the conversation emphasizes the importance of staying informed about consumer trends and managing children's access to spending.