social media marketing young
Category: Insight

Social Media Marketing and Younger Generations

According to research from marketers, about two-thirds of all Instagram users visit the app every single day. That means not only are those users going through a lot of content on the platform, but they’re also engaging with other users as well as companies. To make the connection between brands and consumers even better, the platform introduced a new feature for companies, allowing them to showcase their products on the app itself, and allowing the users to make purchases directly on the platform.

That in-app shopping feature made it easier for companies to create original content that will drive revenue from their followers’ newsfeeds. With it, whenever someone sees a product or a service they like in an Instagram post, they don’t have to leave the platform to make a purchase. With just a few taps, they can get that product and go back to scrolling down the newsfeed.

New Features with In-App Purchases

Plenty of brands and corporations took advantage of this new feature and made the buying journey a lot smoother and faster for their consumers, and now, the coffee giant Starbucks has followed in those footsteps.

The company recently announced that all Instagram and Facebook users could finally use the platforms to make their drink orders. Although the drink selection was limited at the start– with Starbuck only allowing the Pink Drink Remixed and an Iced Matcha Latte with Chai to be ordered– this new feature is still in the testing stage and might expand soon.

Those are two of the company’s most popular drinks and have been seeing a big demand from younger generations of consumers. This came after a number of influencers started talking about some of their favorite Starbucks drinks and mentioned the two options. In fact, even the singer Lizzo ended up sharing a video of herself with one of the two beverages, encouraging her fans to try it out for themselves.

The company’s test run on the two social media platforms is aimed to simplify the entire ordering process for both parties involved. Instead of having to open the app, specify all of the details of their drink, and then make an order, consumers can now do it with a few taps or clicks of a button and then pick up their order.

Although Facebook isn’t a popular platform with younger generations of consumers, Instagram is, and the company is seeing an influx of orders with the new feature. Additionally, according to Kevin Johnson, Starbucks’  CEO, in the last few months, customized drinks managed to increase the company’s spending per order, which made it take a step in this direction.

If the test run ends up being a success, perhaps the coffee brand can look to introducing the same feature to other platforms and reach an even bigger number of consumers

According to research from marketers, about two-thirds of all Instagram users visit the app every single day. That means not only are those users going through a lot of content on the platform, but they’re also engaging with other users as well as companies. To make the connection between brands and consumers even better, the platform introduced a new feature for companies, allowing them to showcase their products on the app itself, and allowing the users to make purchases directly on the platform. That in-app shopping feature made it…