Last week this article in Ad Age came across my Twitter feed and I knew it was something I wanted to share on the blog. As an African-American millennial, I was excited that our pop culture is catching the eye of marketers all around.
According to Nielsen, next-gen blacks are social-media leaders. The article pointed out Chance The Rapper and the success of “Coloring Book,” and how he built his audience through social media and music streaming platforms. It also pointed out Issa Rae becoming mainstream success with her hit TV series on HBO, but built her following through her YouTube series Awkward Black Girl.
The influence of next-gen African-Americans is undeniable when you look at social media language (slang words and phrases like “clapback,” “squad goals,” “lit,” and “dragged”), in music (Trap) and viral dances (Juju). In exploring the black digital realm, you will discover certain hashtags like #BlackGirlMagic, and you will gain insight into a separate world where black youths connect.
The collectivism, amplification and quickness of black people on Twitter and social media is a game changer. A once-marginalized group has found its power.
If you are interested in reading the article, you can find it here http://adage.com/article/agency-viewpoint/reaching-gen-african-american-consumers/306661/.
Walker, K. (2016, November 9). Reaching next-gen african-american consumers. Ad Age. Retrieved from http://adage.com/article/agency-viewpoint/reaching-gen-african-american-consumers/306661/