Tag Archives: baby boomers

The Next Frontier for Food Influencers: YouTube

Written by: Allie Wester
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It is undeniable that YouTube is a big platform for influencers. But when it comes to the food space, compared to the massive power and reach of food blogs, it is still finding its footing.

Why? I think it is because Gen Z – the core YouTube consumer – hasn’t quite entered the stage of life where they want to learn to cook. The oldest Gen Z members are in college, which means a lot of eating out and easy convenience foods. 

However, once Gen Z graduates, they will want to learn how to cook. Will they look to blogs or Pinterest (which ultimately leads to blogs)? As a majority, probably not. They’ll look to where they always look for “how to” information: YouTube.

Screen Shot 2015-09-29 at 2.48.19 PM

Source: Google

There are a TON of high-quality food blogs out there right now. There are a handful of food YouTube channels, but comparatively it’s slim pickings.

For food marketers: Start experimenting now! You may not get huge view counts right away, but think of the long-term effect. Your video could get hundreds of thousands of views down the line. And you can perfect your craft now before it is mainstream.

“Food hack” videos, demonstrating tricks and tips for making cooking exciting and fun, draw interest from one in four millennials. Use this as an opportunity to not only promote your product, but also explain how to cook with it and why it’s a useful tool or ingredient.

For food bloggers/influencers: Start experimenting now! Many food bloggers I’ve talked to are hesitant to start on YouTube because video is complicated. I get that. But I also know that the food blogging industry figured out food photography and styling from scratch. I have faith that they can also figure out food video. 

In the meantime, the millennial generation is watching food YouTube videos. According to a survey by Google, Millward Brown Digital, and Firefly:

  • Sixty-eight percent of millennial moms purchase food products featured in the videos they watch. Sixty-nine percent of these highly-engaged moms watch food videos every week, and 68 percent of them will also watch videos while cooking.
  • While three out of four millennial women are open to watching branded food content, close to half (43 percent) have not done so, representing a significant opportunity for brands to gain new audiences.
  • Sixty-eight percent of millennial men described themselves as a “confident cook” – two times more than their millennial female counterparts.
  • Millennial dads are the most engaged with food content on YouTube, watching videos to spark inspiration and create meals. And 42 percent of them will make special trips to the store to buy products they learn about in food videos.
Screen Shot 2015-09-29 at 3.51.57 PM

Source: Google

For the foreseeable future, food blogs are not going anywhere. They’ll always have the millennial, Gen X, and boomer generations. But if they want to remain relevant with the younger generation — and let’s be honest, make more money — they should start experimenting on YouTube now!

Stats of the Week

Written by: Jackie Mendez
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Every week (or so) we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.  Today may be a holiday, but we still got us some stats. Enjoy!

Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads

A recently-released study from Radius Global Marketing Research identifies some key similarities and differences in shopping habits, preferences, and influences among Millennials (18-32) and Baby Boomers (49-67).

In a nutshell, Millenials are much more influenced by Word-of-Mouth than Baby Boomers who are tend to still look to traditional advertising.


The strength of WOM isn’t too surprising, given research released last year by Nielsen finding that recommendations are the most-trusted and most-influential information sources among global consumers. Traditional advertising media also figured prominently in that survey.

Meanwhile, the Radius study also turned up some other intriguing data. Among the highlights:

  • Boomers are more likely to have purchased travel products online than Millennials, although both generations generally buy a range of products in retail stores rather than online;
  • Quality is the most important apparel purchase factor for Boomers, while price is tops for Millennials;
  • Millennials are about 4 times more likely to use smartphones to research product information than Boomers, but that doesn’t take away from PC research, as they’re also slightly more likely than Boomers to use a computer to research products; and
  • 9 in 10 female Boomers use Facebook, putting them on par with Millennials’ use.

Source: Marketing Charts

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.

Video Games
Globally, the gaming industry is expected to bring in nearly $100 billion in sales, while the Hollywood box office is only anticipating $10.8 billion in revenue.

Source: Mashable

Demographic Shifts
The Millennial generation is expected to outspend Baby Boomers by 2017, yet retailers underestimate the size and purchasing power of this consumer, according to a new research study unveiled today by Berglass + Associates and Women’s Wear Daily. The study, “What Happens When Millennials Get the Wallet,” found that retailers do not fully understand the needs of Millennials and are employing business strategies and tactics that do not apply to this customer.

  • Approximately half of respondents are unaware that Millennials are expected to outspend Baby Boomers annually within five years.
  • Millennials rely most on their friends to make buying decisions, yet more than a quarter of respondents mistakenly believe that online advertising is the number one influencer of millennials’ purchasing activity.
  • Of the executives that were surveyed, more than 30% are CEO’s or Presidents, who plan to significantly increase their digital leadership over the next three years.
  • 60% of respondents are not conducting any research or analysis of the Millennial customer.
  • Only 36% of respondents from companies with both physical stores and e-commerce sites offer a seamless customer experience, yet Millennials expect the channels to be integrated.

Source: Berglass & Assoc. + Women’s Wear Daily

This year is the shortest online shopping season since 2002, costing retailers $1.5 billion in potential sales

Online SalesSource: Adobe

Mobile Social App Use
1 in 3 smartphone users use Instagram
1 in 10 mobile phone users in the US are Snapchat users. Source:

Source: Pew

Top Website Traffic Drivers
Pinterest is a better driver than Twitter and Facebook drives 1 in 10 content views to websites

2013_11_01_PinterestSource: Shareaholic
Above Chart by Statista: http://www.statista.com/topics/1164/social-networks/chart/1549/social-traffic-sources/

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape. Here are some of our favorites from this past week:

Consumer Package Goods (CPG)

Earlier this year global investment bank, Jeffries and business advisory firm, AlixPartners published a joint study called, “Trouble in Aisle 5” which focused on the foods at home vertical.  Specifically they found that as Millennials and Baby Boomers get older, established food brands and traditional grocery stores will be under pressure to cater to changing consumer needs.

  • Food-at-Home Spending  to Jump by $50 billion Annually for Millennials and Decrease by Up to $15 billion Annually for Baby Boomers by 2020
  • Millenials are 23% Less Likely to Value Food Brands in Their Purchasing Decision and 18% Less Likely to Shop at Traditional Grocers
  • Millennial Grocery Shoppers Favor Deals over Brands
  • 6 in 10 used their smartphone to compare prices in a grocery story

Source: AlixPartners

Social Channel: Facebook

SocialBakers recently reported on a study they did on Facebook growth across industries.  They monitored 14 of the biggest Facebook industries for a period of three months, from July to September 2012 and assessed the industry’s social media potential from two perspectives: growth of average Brand size by number of fans and net increase of new Facebook pages in the industry.  What follows is a graphic showing their results:

Source: SocialBakers

Industry – Content Marketing

Most content marketing aims to drive pre- and post-sales activity, according to a November 2012 Content Marketing Institute (CMI) and MarketingProfs report. However, in the same study of B2C content marketers in North America, 55% of respondents cited direct sales as a key metric of content marketing success, second only to increased web traffic.  Highlights of the report include:

  • Social Media is the top content marketing strategy
  • 6 in 7 US Internet users has been misled by videos that appeared to be content but turned out to be sponsored ads.

Source: Content Marketing Institute (CMI) and MarketingProfs

Just for Fun

Facebook has been playing around with their “Talking About This” metric and as a result, the 2nd most “Talked About Brand” on Facebook is:

…oh the irony!