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Archives for January 2020

The Generational Divide of Social Media

Social Media

Spoiler Alert: Gen Z isn’t hanging out on Facebook with your Aunt Diane and her six cats.

Social Media Images on iPhone
So many chat apps, so little time.

Kids these days, amirite? Every day there’s another social media platform. Another app. Another place to find content. Create content. Put content. You name it – it’s happening in the digital ecosystem. But what’s interesting is that a clear generational divide of social media is beginning to appear across the different content platforms that exist. And perhaps the mighty titans, that seemingly built Silicon Valley into the buzzword it is today, are beginning to show some cracks in their foundations. Some signs of aging. Does Olay have a cream for that, too?

Competing for Attention

Advertisers are competing for eyeballs. (And earballs? If that’s a thing? Ok, maybe we’ll just stick with eyes and ears.) And they’re competing every second of every day. And in 2020, that goes doubly for political campaigns and advertisers that have a very short runway to work with in launching their message. Whether that’s with live action commercials with actors, national voiceover talents and a full production budget or quick and dirty animated videos with freelance VO artists under an ultra low budget. In order to gain market share, attention, visibility and more – answer this first question: where are those eyes and ears that everyone is so desperately trying to reach? The answer isn’t simple because we’re not all hanging out in the same place.

Gen Z and Millennials are all consuming media through headphones these days
Kids these days. Flippin’ their hair back and forth.

Where Are They?

It used to be easy to reach people on a Thursday night with a powerful brand campaign, product launch, candidate ad or a water-cooler-conversation- funny spot. (Paging, Geico!) When you only had a handful of television stations to choose from and the internet was just homemade Geocities fan pages dedicated to Tickle Me Elmo and Michael Jordan. But now, a primetime television show on network TV might only pull in a few million viewers, while a viral cat video on YouTube could rack up more than 100 million views. 

So – which generations are hanging out where? Gen Z and Millennials can be found on fledgling video network TikTok, Snapchat and Instagram, as their primary social media platforms. And they use and access multiple platforms per day. They’re also huge consumers of video content on YouTube and were at the forefront of the cord-cutting movement – leaving cable in the dust for platforms like Hulu, Pluto, YouTube TV, Sling and the new Disney+. 

Is Facebook Losing Steam?

According to a social media study published on TheManifest.com, Facebook’s popularity is steeply declining with Gen Z, with only 36% surveyed using the platform regularly. A huge difference compared to surveyed Baby Boomers – 96% and Gen Xers – 90% who reported using Facebook regularly. 

And when it comes to political advertising buys, you have the added difficulty of some platforms drawing lines in the sand. We’ve recently seen Google, Twitter, and Spotify say that they don’t want to play in the political commercials game. Or at least, they’re getting very picky about it. Getting content in front of the right people on the right platforms is not only crucial, but it’s also getting harder by the day.

Key Considerations in the Divide of Social Media 

Elderly people on swing
It’s OK boomers – we all love you. Just check Snopes next time before you post that chain letter on Facebook.

So, before making your ad buy decisions – consider some key questions:

  1. Who are you targeting – what are the age ranges/generations of your primary targets?
  2. What social media platforms are you more likely to find your targets on? Do those platforms allow political advertising messages?
  3. What type of advertising (video, audio) is most effective on your target platforms?

This can help ensure your ad dollars go further and you reach the buyers – and voters – that you most want to communicate with and influence. 

 

Maria Pendolino is the powerhouse talent behind Voice By Maria and is the founder of MillennialVoiceover.com, a website dedicated to help brands and companies “Speak Millennial.” She’s a nationally repped voice talent that regularly works on television, radio and social media advertising campaigns. If you’re looking to hire a freelance female voiceover talent, you can check out her portfolio of work at www.voicebymaria.com. Maria is also proud to be the Voiceover Talent Coordinator for Blue Wave Voiceover. She can be reached via email at maria@bluewavevoiceover.com. You can also follow all of her cat photos on Instagram @mariapendo.

The FTC Has A New Disclosure 101 Guide for Social Media Influencers

Social Media

The digital media ecosystem is murky – at best – when it comes to advertising regulations, so the FTC has made a handy-dandy guide to help!

Influencer Photographing Pizza
If you don’t take a picture of your food, did you even eat it?

As social media channels grow in number, so too grows the number of influencers in the marketplace. By definition, an influencer is a person who has grown a following and has the ability or power to actually influence the decisions of those who read their posts. And, in some cases, hang on every word they say. Gen Z, Millennials and heck, even Baby Boomers follow influencers. According to a report published by Morning Consult, 72% of Gen Z and Millennials surveyed said they at least follow some influencers. It’s not surprising that brands, advertisers and even candidates are turning to these social media mavens to get their message across.

Hello, Elizabeth Warren and Jonathan Van Ness!

Celebrity vs. Influencers vs. Kid With Good Camera

Now, not every influencer is created equal. An influencer can be a legitimate and talented celebrity (and multi-hyphenate) – the Jonas Brothers (musical group), Ellen DeGeneres (television host, philanthropist, LGBTQ+ icon) and Reese Witherspoon (actor, producer, designer) come to mind under this category. An influencer can also be a personality – the entire Kardashian and Jenner clan come to mind here. Under momager Kris Jenner’s watchful eye and incredible business acumen, it seems like they are famous just for being famous. There are YouTube celebrities, like JoJo Siwa, who have amassed millions of adoring fans outside of the realm of the traditional Hollywood and media machines. And finally we reach: the rest of them. People who are actively trying to amass followers on Instagram or YouTube by taking pictures of their food until it gets cold, begging hotels to give them free nights in exchange for “exposure or coverage” and sometimes the people we read about who fall off of cliffs in pursuit of the most amazing selfie. 

https://www.youtube.com/watch?time_continue=9&v=kFaTB8itjT0

Enter: The FTC

But, the Federal Trade Commission (FTC) doesn’t care if you have one follower or one hundred million followers. Rules and regulations for traditional media (things like false advertising and claims) have been pretty clear and well-policed, with a formal mechanism for complaints and actions. To help influencers understand the rules they must adhere to, the FTC recently released a document called Disclosures 101 for Social Media Influencers.

“The FTC works to stop deceptive ads, and its Endorsement Guides go into detail about how advertisers and endorsers can stay on the right side of the law.”

Most homegrown content producers probably weren’t thinking about advertising regulations when they went out and asked for products to review or crafted creative giveaways to gain followers. But, as the monetizing revolution started, it was clear that posting pictures, notes and videos on social media was beyond just communicating with your inner circle. It was a way to gain a following and make money. The largest talent agencies now have divisions that are dedicated to influencers and brokering relationships between “the talent” and brands and products. 

So, if you want to engage an influencer to promote your brand, product, cause, candidate or issue – what do you need to know? 

When To Disclose

On page 3 of the guide, the FTC says to “disclose when you have any financial, employment, personal or family relationship with a brand.” And the FTC makes the distinction that a financial relationship doesn’t have to be just money. Hello: free products have real value. 

Millennial putting on makeup and perfume
Hey guys, so many of you have asked about my skin care routine. Here are the 37 products I use!

How To Disclose

On page 4 of the guide, the FTC says “Make sure people will see and understand the disclosure.” They recommend placing it front and center so that it’s hard to miss. They also go into recommendations on how to accomplish disclosures in picture posts, video posts and live streams. The FTC also calls out using simple language – while Gen Z and Millennials are all about the abbrevs. LOL, JK, lmao, brb – just using the hashtag #spon isn’t good enough. Stay away from abbreviations or anything that could be construed as confusing or having a second meaning. 

What Else To Know About Influencers

The FTC calls out that you can’t “talk about your experience with a product you haven’t tried.” If you want to be the authentic spokesman for the Hair Club for Men, and tell people how well the product worked for you – you actually do need to be a club member. They also call out on page 6 of the guide that “you can’t make up claims about a product that would require proof the advertiser doesn’t have…” Claims like this have been particularly challenging in the herbal supplement space, the fitness and weight loss space and the skin care space. (The Kardashians have been flagged a few times.)

If you want any more information about staying above board with influencers, endorsements and ads on social media and beyond, checkout the FTC’s microsite here at: FTC.gov/influencers. 

Maria Pendolino is the founder and voiceover coordinator for talent at BlueWaveVoiceover.com. In addition to her freelance political voiceover work for democrats and progressives, Maria founded MillennialVoiceover.com, a website that focuses on helping brands and companies “Speak Millennial.” Maria is repped by talent agencies internationally and her voice can be heard on TV, terrestrial & satellite radio and in pre-roll campaigns on social media platforms. Maria’s portfolio of work and demos can be found at:  www.voicebymaria.com. She is a two-time Voice Arts Award winner and was also named to Buffalo’s 40 Under 40 for 2019. She lives in Buffalo, New York with her husband Eric, The Map Nerd, and their three rescue cats Two Scoops, Nellie and Mozzie. You can email maria@bluewavevoiceover.com with comments/questions and follow her on Instagram, @mariapendo.

Representation Matters in Political Commercials, Too

Advertising, Representation

The #RepresentationMatters conversation came to a head for film and TV casting, but it’s just as important in political advertising.

As we enter 2020, the Democratic primary field remains quite wide. Candidates and organizers are trying to gain traction in anyway they can. And in early caucus or primary states and battleground states, the candidates and ramping up their spending to entice voters to the polls in their favor. 

As campaigns and organizations purchase ad space on TV, radio, and social media, many consultants and directors are putting representation at the center of their candidate introduction and image ads. 

Casting Controversies in Hollywood and Beyond

The #RepresentationMatters conversation has been coming to a head in Hollywood in recent years. Stories have emerged about gender equity, whitewashing, blackface and

Woman in a wheelchair on a date
Diversity doesn’t just mean including people of color in your advertising. Inclusion is about real inclusivity: different abled people, the LGBTQ+ community, age diversity, gender diversity and more.

yellowface from questionable past casting decisions. (Like, really – could anyone buy Emma Stone as being Asian American?)

And it’s flooding over into the world of advertising, too. During Advertising Week 2019, executives from media and analytics powerhouse Nielsen spoke about the importance of representation – in all forms – in advertising mediums.

“It’s imperative for media companies to include people from all walks of life in their efforts toward true representation. In addition to racial and ethnic diversity, representation in media must also include same gender couples, women, children, elders and people with disabilities both on and off the screen…”

Advertisers Who Are Doing It Right

David’s Bridal recently ran a campaign entitled “Rewrite The Rules” featuring a same-sex couple with two brides and a couple that had already started their family, pre-marriage. 

https://www.youtube.com/watch?v=VUMyaamGxgY

Coca-Cola’s 2018 Super Bowl commercial was focused mainly on diversity and inclusion. 

It’s been refreshing to see some brands smashing gender stereotypes, too. I really loved the Dad in the Tide commercial talking about laundry and attending his daughter’s tea party, among many others. 

Invite Folx To The Table

Diverse group of friends
People are empowered when they see themselves represented.

One way that creatives and advertisers are addressing the call for diversity and inclusion in advertising is by involving diverse voices in the creative process. Laverne Cox, star of Orange Is The New Black, spoke with AdAge about having diversity in the writer’s rooms and at the table with decision-makers. 

We know that Democrats need to build strength in diverse communities and with women in order to gain momentum and win the 2020 election, so what can political advertisers do to take on this challenge?

Three Ways Political Advertisers Can Avoid Missing The Mark

African American man recording
Look for different voice talents than those that sound like the way “it’s always been done.”
  1. Cast actors that look like America, TODAY. Look for on-camera actors that represent the diversity of the country. People of color. Americans with disabilities. Non-binary and transgender individuals. LGBTQ+ couples. Men and women of different shapes and sizes. Veterans. Think beyond the “standard” nuclear American family on milquetoast Main Street, USA.
  2. Find someone else besides Donald Sutherland and Morgan Freeman-types to read your voiceover copy. Engage freelance millennial talents. Seek out and hire voice actors from diverse backgrounds. Include women in a spec and don’t default to a male voice. Step outside of the booming “announcer” box and get your copy read by some talents that sound like real people. 
  3. Bring diverse voices and perspectives to the table. You’d be surprised what a different set of eyes might recognize. We digest things based on our backgrounds and you can’t possibly imagine how every single person will receive your message. Go beyond a traditional focus group and include outside perspectives earlier in the process. If you don’t, you might end up like South Dakota with a half-million-dollar joke on your hands. 

Maria Pendolino is a professional freelance voiceover actor and the talent coordinator for BlueWaveVoiceover.com. She is proudly dedicated to voicing for Democrats and progressives in the 2020 election cycle.  In her not-so-spare time, Maria created MillennialVoiceover.com, a hub that focuses on helping brands and companies “Speak Millennial.” You can find Maria’s voice on television, radio, streaming media platforms and on social media. Check out more of Maria’s work at www.voicebymaria.com. Maria was proud to be named to the 2019 class of 40 Under 40 in the Buffalo-Niagara region. She has also won two Voice Arts Awards for her voiceover work. Maria and her husband Eric, The Map Nerd, live in Buffalo. She is a member of the Buffalo Broadcasters Association, the National Association of Women Business Owners (NAWBO) and is active with the Ten Lives Club cat rescue organization. You can hit her up via email: maria@bluewavevoiceover.com or on Instagram @mariapendo.