Writing for youth: what’s uncouth?
Spencer Willis of Brand Spanking attended a few events over summer and lamented some of the insipid youth marketing efforts in this story. So who better to offer up six top tips on engaging youth audiences than Lil Cameron, a writer with 25 years experience in, well, growing up.
Lil Cameron
I’m still young. Young-ish, I guess. I grew up during a lot of beginnings. The beginning of cellphones. The beginning of the internet, and email, then Facebook and YouTube. The beginning of everyone having an opinion they could share around the world. But mostly I remember the beginning of a new conversation – and the rhythm and language that will typify our generation.
Less constrained by ‘proper’ English and exposed to new forms of language like internet acronyms and text-speak, we’ve had to be flexible and open. Some people won’t want to hear it but we were the pioneers of a new language. It’s a world of half conversations and random thoughts, where imperfect is just perfect.
We don’t have to worry about being polished, because we’re not finished. And we don’t have to worry about being resolute because our position is bound to move any second now. In our world, facts are distrusted and opinions are believed. We create and adapt and put things out into the world, just to see what we get back.
So I’ll be the first to say it: only youth understand the position of youth. For your brand, using a young writer may be the difference between Christmas and just another fat man in a Santa suit. That’s why Apple employs school kids and the popular UK teen drama ‘Skins’ is written by 18-25 year olds.
SIX TIPS FOR GETTING OUR ATTENTION (AND KEEPING IT)
Giving us a $10 discount when we join your corporate Facebook group will get our attention all right – we’ll take the money, then ‘unfriend’ you (back to the drawing board, eh?). But if you’re really committed to conquering us, here are a few pointers.
Bear in mind this isn’t based on a 50-page study of 3,000 teenagers written by a crusty old professor (like that makes sense anyway). It’s just a bit of common sense, really.
1: Make us feel a part of it
To talk to youth, talk beside us, not at us. We’ve been talked at all our lives and trust me, we don’t want to hear it. That’s why big extravagant gestures have given way to a handshake or a hug. And that’s what it’s about with youth. The sentiment, the wink – not the full bellied laugh. Intimacy and immediacy are what we want. It’s why we like the web so much.
As a brand, if you’re looking to engage us, find a way to let us in on the action. It might be as simple as a way for us to give feedback on your website (let’s just hope it’s positive)
2: Lose the formulaic ‘ads’ and seize the moment.
Mostly, life doesn’t happen like it does in the ads – a slow build up to a climax and hard-sell punchline. Life is more real. More . . . boring. Not necessarily spectacular moments, but ones that make us feel something. The things that entertain us are pretty freakin’ random, and it’s hard to know what will be a hit with many. Take one of the most watched YouTube videos of all time, ‘Numa numa’. A fat guy singing along to a song. ‘Dramatic chipmunk’ – five seconds of… of… I can’t even explain it, just look it up.
My point is, it’s about moment-making, not formulas. So if you’re writing an article, script, blog or ad, create moments. Tell us a slice-of-life story that sells our youth culture back to us. We’re self-aware and we love recognising authentic versions of ourselves on screen. That’s why we appreciate movies like ‘Superbad’ or ‘Juno’ – the characters actually sound like us. Where there’s honesty and insight, you’ll find youth audiences.
3. Be true to your brand voice.
“Holla at my peeps! Come buy some life insurance yo!” Ah, no. You’ve spent a lot of time building your brand, and with this comes your tone of voice. There are a lot of brands out there that could afford to loosen up, but try to keep your voice consistent over every communication.
If the language you use is simple and casual enough, young people are more likely to read it even if the content hasn’t been tailored specifically to us. After all, we still have to do grown up things like banking and paying taxes. But we want the brands who bring us these services to be like some kind of cool parental figure. Reliable. Trusted. Informative and understanding. But please not a stuffy muppet talking in language we don’t understand.
4. Be Google-wise, guys.
If you have a website, go and Google it now. Does it come up as the top search result? Third? Is it even on the first page of results? If not, you’ve still got a way to go – especially if you’re targeting youth (see Grant Osborne’s take on search, social media and keywords for a good explanation).
The internet is our first port of call for everything. We know no other way. So if you aren’t in the top search results, forget it. You might have a better offering than someone else, but if their website is optimised and yours isn’t, you’ve probably lost the chance to tell me that, because a high percentage of people don’t go past the first page of search results. Personally I rarely go past the first five links.
5. Give us control of your brand.
Hand over the joystick and let us play, brand hog. You might just discover huge benefits. Case in point – the Cadbury gorilla TV ad. If you look it up on YouTube you’ll find hundreds of re-edits and spoofs, with squillions of hits. That’s a lot of free publicity.
People of our generation have some trust issues, I’m sure you know. But if you give us the chance to personalise or interact with your brand, to make something our own then pass it on to our friends, we might just start believing again.
6. Social media: If you can’t do it well, don’t do it.
I’ve worked in loads of agencies where they ask me to ‘tack on a funny viral’ or ‘whip up a Facebook page’. It’s not like that. If you don’t have something interesting to say on a regular basis, skip Twitter or Facebook. And if you’re not ready to be outrageous or hilarious or silly, don’t even think about doing a viral video. Online media may seem like the cool gang that you really really want to be a part of, but it’s full of pitfalls if you don’t use it properly.
As we say: “God loves a trier. Youth hate a try-hard.” If in doubt, stick to having a great website and a regular e-newsletter.
And one last tip, the authority on youth is youth. It’s okay to admit that you’re a little bit past it – I almost am! Our age unconsciously informs our ideas, our prejudices and our ways of looking, so if you want to talk to young people, hire a young person.
Don’t be afraid to treat youth as the authority and really listen to them. Their worldview is different to yours in ways that can be both obvious and subtle – and you’re likely to miss the nuances if you try to imitate them yourself.
Spencer
March 31, 2010
"And one last tip, the authority on youth is youth"…….This 36 year old "past it" geezer with 10 years expereince studying the youth population of NZ and beyond would love to buy you a beer after school to kick that statement around a bit…..you keen?
Duncan Stuart
April 1, 2010
Oh please Lil. Stop being so condescending to older (or simply other) marketers. You're not the only one with the keys to the youth castle.
One thing that the university professor (oooh yuck! old!!) might have is the experience to see recurring patterns, and from that to sort easily between what's a fad, what's a trend and what's simply the human condition.
I'm neither a professor, nor partiuclarly old, but I found this piece really, egregiously snotty.
J-Rex
April 1, 2010
S'not snotty. Old folks and young folks have extremely different tastes. That's a fact. It's what makes youth writing a specialised form – its own dialect. Even the sense of humour is different. Sharper and more subtle. Fewer puns and dad jokes.
Anybody can copy the gags and emulate the slang, but the evidence is in those subtleties. Worst case scenario, you'll sound like you're mocking them.
Even the great writers – even Salinger – struggle with the voice in places. We can overlook the odd line in the context of a novel, but in an ad it's what makes your brand sound like a phony.
Very few brands are ready to be as raw, provocative or reactive as young people like to be. Generally the choice is to make yourself sound like a dick, or just to be yourself and speak to kids as if they're mature enough to converse at your level.
Getting youth speak right is bloody hard. And if you've worked with Lil in the past, you'll appreciate that she's head and shoulders above most.
Great article, Lil. Provocative enough to make the old folks get defensive, which is totally mean bro.
J-Rex
April 1, 2010
Also, this line does funny things to my reward centres:
"We don’t have to worry about being polished, because we’re not finished."
Sue Worthington
April 3, 2010
Duncan
Lil showed me this piece before she submitted it. I told her it might be good to put a disclaimer in so that people were aware it was an opinion, not a researched piece.
I added one paragraph to it, written by me. It was…
"Bear in mind this isn’t based on a 50-page study of 3,000 teenagers written by a crusty old professor."
I have always hated cynics who feel put down genuine efforts of younger writers to get ahead.
Frankly, to quote you 'It's really, egregiously snotty."
Michael
April 4, 2010
Last time I looked, the StopPress 'opinion' brief was say what you think and be contentious. Anything that makes enough impact to spur people into a flurry of keyboard activity is probably spot on. Like this article.
I like it. It is common sense. But Lil makes some interesting points. Perhaps most interestingly, I thought it was about writing and they are largely strategic and media ideas. Not saying that's a bad thing – it's just interesting. Having said that, the writing point I do like the most – "be true to your brand voice" – that couldn't be more on the money.
There's nothing worse than a fusty old brand going all "yoof" on it because they've seen a gap in the market they want to fill.
But at the end of the day, I reckon writing for "dem kids" is just like writing for any other audience: Know your audience, know your brand, know your product and be interesting. Once you've done the hard bit of knowing everything, the writing bit is easy.
That's what I reckon, anyway.
PS – If you haven't taken Spencer up on his beer yet, you should do it, Lil. He might be 'getting on' but he's a genius.. and you'll learn heaps from him.(He'll probably shout too!)
Debra
April 5, 2010
Ah, since Adam was a boy it has been the way of the world that young people think they know it all, and old people think they know nothing… the only thing I know for sure is that this hasn't changed!
And yes Lil, do make sure you take Spencer up on his offer of that beer… you might just both learn something, though I suspect you more than he.
Lil Cameron
April 6, 2010
Ahh, Duncan. Spoken like a true researcher, sorry, "subject matter expert". Must get that creative "outside the box", title of yours right. Yes, I have been stalking you via the internet. Sorry if I'm being snotty, but I think your comment was possibly more condescending than anything in my opinion piece?
But fair enough. I do agree there's an important place for research and studies of behaviour and trends yadayada. But what also has its place, and what will always win me over first and foremost is writing from the heart. And I'm not just talking about within the advertising and marketing realm. Which is my point – that we need to think outside of the guidelines set for us by traditional advertising and marketing.
Oh and Duncan, if you need me to bring your Strategic Research Development Group company website into the 21st Century, call me. Or txt me. Do you have txt capability on your phone? Just checking.
Glad to hear I'm rarking up some debate, thanks guys!
;) Lil
Duncan Stuart
April 6, 2010
Er, a mild check would show that the SRD website is not mine – try http://www.savong.com instead, this is about my main work. Perhaps it doesn't look 21st century to you, but it works but that wasn't the brief.
Lil, you spent a whole article telling us how it is necessary to pitch the tone at the youth market – but in doing so you got the pitch so incredibly wrong for the Marketing market.
So, alas, I think you're rarking up debate for the wrong reasons. The debate really isn't about your message but about your writing skill: your ability, intended or otherwise, to insult readers. Your response above continues in the same manner – rather a sarcastic tone which is never a great look.
Sue, I certainly never saw the piece as anything other than opinion. And it is not quite correct to say I discourage young writers. I've actually spent hundreds of hours helping teach writing at schools and encouraging writing skills. Don't judge me 'til you know me.
One thing you got right Lil, thanks for saying that I speak like a true researcher. I'm proud of that title. There are not many professions that bring the voice of the customer to decision-making table. Sometimes those are young voices, sometimes they aren't. But I'm pretty good at bringing honest voices.
Duncan Stuart
April 6, 2010
Oops, a couple of typos above. iPhone touchpads – useless!
Sylvie
April 6, 2010
So, the authority on youth is youth, huh?! I suppose I could warm to this concept. In fact, I propose we adopt the approach when we communicate with other demographics also, such as pensioners … Seems only fair!
With any luck it’ll keep a bunch of us marketers in gainful employment during our polident years..
J-Rex
April 6, 2010
The issue I've always had with research is this: by the time I am appeasing everybody, I am impressing nobody.
When I'm creating ads that pass through research without a hitch, I can be sure I'm not doing anything remotely exciting at a cultural level.
Kudos to strategists that are able to open creative avenues, but in the vast majority of cases, all strategy attempts to do is remove possibilities.
In a world where a panda fighting with a tree branch is getting more views than your so-called viral, you really have to wonder if young people are as predictable as you'd like to be able to tell your clients they are.
Duncan Stuart
April 6, 2010
J-Rex – you're perpetuating the myth that research is all about discovering some kind of medicority – the "don't offend anybody but end up pleasing nobody position."
That approach was big in US broadcasting in the 60s and 70s – and was referred to strategically as "LOP or Least Objectionable Programming" and so we got cutting edge TV like "The Love Boat" and "My Mother the Car."
Quaint – but research seldom works like that unless you have a marketer whose strategy is still about LOP or thinks that a high average score – a big vanilla result – is somehow better than a result that is more polarised.
I can't comment on the researchers you use or what you or your clients ask them to deliver.
There are all kinds of measures that can tell us whether a TVC or concept has an x-factor and is capable of getting the cut-through and water-cooler mileage that one hopes for.
Are young people less predictable than others? I'd say by and large "not particularly." They still have fundamental needs and motivations – and most are much more conservative, middle of the road, enjoy a BBQ with their folks etc than most marketers (or researchers) expect. Thats not me making a judgment – that's the 18-24s saying it themselves.
Plankton
April 6, 2010
Great article, definitely getting some interesting, if not over-reactive comments.
I don’t think writing for youth is exclusively for young writers. I think it’s for young and good writers. A lot of the time that means young writers because they understand the climate and can better perceive the market through their experience. I’m not saying more mature writers are unable to do this. I’m just saying that it’s second nature to younger (and cheaper) writers.
For me it’s more than just understanding the market, it’s being able to keep up with them. The youth of today are so much more tech savvy than you realise.
Not only are they highly skilled in the latest technology, they also understand the need to stay current. They will continue to learn, keeping up to date with every advance.
Youth today have a natural affinity for technology and social media that older writers will struggle to find. It’s a generational gap that few can cross convincingly.
So while I appreciate that you can use an iPhone Duncan, it doesn’t make you special, it just makes you normal.
Duncan Stuart
April 6, 2010
Whatever my own feelings toward technology or whatever my tech usage is – (apparently normal) is rather beside the point surely. A deflecting shot in my direction? A techno-put-down? A random reaction?
Plankton, I fully agree with your central argument: that writing for a young audience is for "young AND good writers."
It is a bit conceited to think that anyone over age X (or is it age Y?) has somehow invalidated their capabilities. Just as it is conceited that anyone UNDER age X (or is it Y?) is similarly invalid.
Talent comes in all shapes, sizes and ages.
Sue Worthington
April 6, 2010
Hey Duncan, I agree that talent comes in all shapes and sizes.
Visit thepond.co.nz and you'll see 50 of the best creatives around.
But as someone who works with writers all day… Plankton's words are spot on.
I have studied every one of our writers styles and while they are all great in their own right…the authority on youth…is youth.
They live and breathe this stuff guys. It's intuitive….and it shows ever so subtly in their writing.The English is less perfect. The slang is more casual. The heart is more on the sleeve.
As for young and good writers..Lil is young…and really good. I have worked with her on several projects and in the online space, she nails it. She is very talented.
The trick is to team good young writers up with experienced writers who can draw on research and strategy. We do this and it works really well.
And yes, if Spencer is the guy I'm thinking of, his youth research and Lil's writing style would be a good combo. Kind of problem and solution eh.
Duncan Stuart
April 7, 2010
Sue, you seem to think I'm attacking Lil and (now) her 50 colleagues. Far from it. But an opinion piece does need to stand on its own – and two things that will prevent it from being criticised are 1) good arguments and 2) a show of respect for the reader. The piece failed on both counts, and even managed to make docile me feel really ropable because it was such a bad argument and so smugly put.
Lets focus on the argument. As other writers have gracefully highlighted; if you buy the idea that only young people should be permitted to write for young audiences, then only old people should be permitted to write for old audiences, and only males ought to be eligible to write for guy audiences etc etc. You don't need to stretch the central argument very far before it snaps completely.
The second argument, the underlying position, is that young people need to be written to. That somehow if a marketer or anyone tried to communciate with young people that this young audience will only conect or comprehend if the writing is put in "their' language.
An insult really. Young people are very good at taking all communicaitons at face value. To illustrate the point, give an 18 year old girl a copy of Murakami's Norwegian Wood. There's a novel by a guy, a man aged 61 actually, and probably of a different culture (unless our young reader is Japanese.)
But see if she doesn't climb right into the novel, adore it, get transported by it.
Young people don't live in a youth ghetto. The live on the same planet as a lot of other people, and are adept at reading stuff written from different perspectives.
Rather than hand your brand over to young people if you want to reach them, the marketer has alternatives routes to achieve an effective communication. One of these is really simple: Just write or communicate honestly and with respect.
Michael
April 7, 2010
Well put, Duncan. But you did miss a valid point or two from Lil's article.
The first thing I took out of it (and generally agree with) is that younger people targeting young people will often nail tone of voice and channel choice with more intuitive accuracy than older people can. That's not saying older people can't do it, just that younger people often do it faster, smarter and better.
The other point (one that everyone seems to agree on) is that there's nothing worse than a brand moving outside of who it is and trying to be "yoofy".
Every bank does it every year at O'week – some better than others.
I don't think "handing a brand over" to anyone can ever be a good idea, but when hiring consultants to find the best way to communicate a message to young people, surely it's always a good idea to have some "young" people in that mix. Make it a team game.
Anyway, that's what I got out of it. It's not really rocket science, but it did push a few buttons… guess that's young people for you!
Spencer
April 7, 2010
Thanks for the positive comments about my expertise, I’m available right now!! That aside, the tone of the original piece may rark a few people up, in particular my fave ‘old dude’ Duncan, there are some key points we MUST all think about.
Lil talks about intimacy, immediacy and engagement in terms of communication. She mentions authenticity and going beyond the safety of simple formulas’ when making / writing an ad. Loyalty to the brand DNA as opposed to inconsistent tonality and my fave quote “we want the brands who bring us these services to be like some kind of cool parental figure” which demonstrates perfectly the most common mistake marketers make when trying to reach the youth demo….its not about reaching out, its about letting them in which, leads perfectly to her point about letting the consumer get involved.
Take Lady Gaga as a perfect example of a successful ‘youth brand’ she encourages her ‘customers’ or monsters as she calls them to record her shows and post ‘em on YouTube and bans professionals doing the same. Wonderful UGC.
Lastly her social media comment, I’ve said it a 100 times before and in exactly the same way but still the locally generated social media lacks that authenticity and effort.
I may feel a little personally offended by HOW she said it, because I’m 36, but that has more to do with me and should not get in the way that WHAT she said is correct.
If communicating with youth, embrace their attitude and language within the confines of your brand DNA without prejudice. If you don’t know how to do that, call me…..I’ll try and bring Lil along to provide balance to the force.
Duncan Stuart
April 7, 2010
Spence, maybe it's the Natural Glow product you keep telling me about – but you look WAY younger. 35 if you're a day.
Media Mum of 3 youth
April 8, 2010
Spencer and Lil, if you can juice the formula and bottle it – I'll take a 10 year supply and shares in your company!