Online Marketing: How to Reach Heidelberg’s Youth Through Social Media

In the last two years, social media has become an integral part of teenagers’ lives. According to a 2016 Nielson survey, 79% of Gen Z and 57% of millennials use social media platforms like TikTok, Instagram, or Snapchat.

This makes them the perfect audience for your online marketing strategy. But since social media is such a competitive space, how can you stand out from the crowd? Here are some proven methods you can use to market to, and engage with, young people.

1. Produce Compelling Content

To grab your audience’s attention, your blog posts, social media posts, and e-mails will want to stand out. Luckily, there are a few tricks you can use to ensure your content is compelling.

For instance, the type of content you create will depend on your target audience. If you’re aiming to engage with older generations, you’ll want to produce content that is more academic. While younger people may value entertainment more than depth, you should not underestimate the value of something meaningful. Since your marketing dollars are limited, you should invest in content that will engage your audience. Consider using video content because it’s easy to digest and memorable. If your business is tech-related, create educational content about emerging technologies.

You should also ensure that the content you create is of a high quality. To grab the attention of the people you’re trying to reach, your content will need to be intriguing, informative, or entertaining. If your content does not meet these standards, you’re losing out on an incredible audience. Of course, you need to be practical and ensure that the information you provide is valuable to your target audience. But aside from being quality content, you also need to stand out from the crowd.

2. Build a Community

An engaged audience is often the result of a solid community. Once you’ve garnered a sizable following on social media, you can leverage their engagement with your marketing strategy. Once you’ve got a solid foundation of engaged followers, you can continue to participate in the conversations taking place on your social media accounts. This will encourage more people to follow you, helping you to grow your audience.

By regularly engaging with your audience, you’ll demonstrate that you’re interested in what they have to say, and allow them to feel as though you’re listening to them. Regular interactions on social media will also encourage more people to join your conversation. As a result, you can gain credibility with your audience, and encourage them to become more invested in your business.

3. Test Different Formats

With so many platforms to choose from, you’re bound to find the right one for your business. When creating content for social media, you should experiment with different formats to see which one performs best. This way, you can determine what works best for your business and adjust your content strategy accordingly. If you’re not sure which platforms to try out, observe your target audience’s habits, and consider what will make your content stand out. For example, if you’re writing for a teen audience, you may want to try out a format that is more entertainment-focused. Or, if you’re writing for an older generation, you may want to opt for a more academic tone. You should always bear in mind what is working for your competition, as well as the platforms on which your target audience is spending their time. This will allow you to create content that is more effective (and, hopefully, profitable).

4. Measure the Success of Your Marketing Efforts

The old adage ‘measurement is the key to improvement’ is particularly pertinent when discussing marketing. Without measurement, you cannot tell whether your efforts are paying off, and without improvement you cannot tell whether you are, in fact, achieving your goals. After you’ve determined the metrics that serve as primary indicators of success (typically, leads, website traffic, social media engagement, and/or sales), you can track the results of your efforts. This will then allow you to adjust your strategy, if needed, and evolve your approach.

To start, you may want to set a benchmark for comparison. Then, you can measure the success of your efforts by comparing them to this benchmark. If you’re not sure where to start, begin with simple metrics such as web traffic or social media engagement. Measuring the success of your marketing efforts is not an exact science, and requires a certain level of insight and forethought. However, with a little bit of preparation and strategy, you can still produce impressive results even if you’re starting from scratch.

To optimize your marketing efforts, you should track the results of your content creation across all platforms. This will then allow you to see the effectiveness of your content strategy, as well as the effectiveness of each individual platform. For example, if you’re taking the content creation strategy approach, you may want to try out a paid social media campaign on Facebook, and measure the results against the same metrics you’re using for your blog. This way, you can determine the effectiveness of each platform, and create a more streamlined content strategy.

To give you some insight into the current state of affairs regarding your chosen platform, here’s a quick overview of social media engagement among teens in the U.S., based on a 2016 Nielson survey (more detailed numbers are available upon request):


As of 2016, YouTube has 1.9 billion monthly active users and generates over $16 billion in annual revenue. With over 2 billion users, it’s safe to say that most people are at least somewhat familiar with YouTube. But did you know that only 5% of people on YouTube say they’re ‘very satisfied’ with the platform?

If you’re looking to reach young people, YouTube isn’t the most effective platform. According to a HubSpot blog post, only 14% of adults between the ages of 18-29 use YouTube, compared to 50% of adults between 30-49, and 55% among 50-64 year olds. If you’re looking for a video platform, focus your efforts on TikTok.


TikTok is the king of social media platforms when it comes to user engagement. The video-sharing app is currently available on Android, iOS, and the web, and has over 300 million daily active users. As of September 2017, TikTok is valued at nearly $500 million, and continues to climb the popularity charts.

TikTok is different from other social media platforms in that it doesn’t focus on a single vertical, like entertainment or news. Instead, it focuses on creating content that is useful and entertaining, helping to define the next big platform. In fact, TikTok was built on the foundations of TikSquad – a startup that acquired the platform in 2016 – which focused on mobile productivity and collaboration. So if you’re looking for a video platform, consider trying out TikTok.


Instagram is the largest social photo-sharing platform, with over 1 billion monthly active users and over $7 billion in annual revenue. But, as of 2016, the platform is only available for Android and iOS, and only 0.6% of U.S. adults between 18-29 use Instagram, compared to 2% of adults between 30-49 and 2% among 50-64 year olds. If you’re looking for a photo-sharing platform, consider trying out Instagram.

While Instagram is an incredibly popular platform, with more than 500 million monthly active users, it is not without its flaws. According to an A.C. Limited research report (which we covered in more detail in our blog post), “The Growing Pains of Instagram,” the photo-sharing app can suffer from significant growth pains. Specifically, the report points to over 500 million monthly active users as “a point of concern” because “growth in the user base has outpaced the number of available hours in a day.” This has led to an increasing number of ‘ghost’ or ‘mystery’ users showing up on people’s Instagram accounts. If you’re new to the Instagram space, prepare for high account engagement and a difficult time staying connected with your audience.


LinkedIn is the largest professional social media network, with over 300 million monthly active users and nearly $10 billion in annual revenue. In 2016, LinkedIn became a public company and was valued at nearly $20 billion. If you’re looking for a professional social media network, consider trying out LinkedIn.

While LinkedIn can be an incredibly effective tool for professional growth – with millions of users creating profiles and connecting with other professionals daily – the platform can also be a bit more difficult to navigate than some of the other social media networks listed here. If you are looking for a professional social media network, consider trying out LinkedIn.