How do you market tweens

Facebook has more and more users - but its popularity among the "tweens" target group is steadily declining. So which apps move a generation that is networked with its environment like no other before them?

"As of this morning, the Facebook community officially has two billion users," announced Facebook boss Mark Zuckerberg at the end of June. In Germany alone, more than 30 million people are active on the platform every month, 23 million of them even every day.

At the same time, however, Facebook continues to lose relevance in the target group of "tweens", i.e. 8 to 13 year olds. Because the fact that a network that the whole family will soon be registered on is not particularly cool for a 13-year-old should come as no surprise to anyone.

The reason for this is only partly due to the profiles of one's own family. In addition, Facebook is becoming increasingly uninteresting as a news channel for the target group of tweens. The trend towards picture, music and video platforms is reinforcing this. Because for many tweens it is precisely these platforms that are most relevant for exchanging ideas with friends and communicating with their digital environment.

So which apps move a generation that is networked with their environment like no other before them? Who feels too old for cartoons, but still has puberty ahead of her. Which in the digital world can be influenced primarily by influencers and idols, in which, at the same time, a sense of responsibility, differentiation and innovation play an increasingly important role?

Musical.ly and Live.ly

Musical.ly and Live.ly are just such apps. On Musically, users called "Musers" can record 15-second long selfie music videos, edit them further and then share them. The highlight: Nobody sings here themselves. Instead, everything is playback.

Due to the focus on music videos, Musically is particularly obvious for brands from the music and film industry. It should be noted, however, that the videos are very short, so the products must be quickly recognizable. It is also interesting for companies that three quarters of the previous 133 million users are female.

At first glance, Lively works in a similar way; here, too, it's mainly about the production of your own videos. However, the focus here is on live videos and emojis are given instead of likes. In live streams, it is usually about asking viewers to give emojis. If a certain limit is reached, for example 200 emojis, an action is taken. The exciting thing: The action can be seen directly in the live stream. An account also has no follower numbers, but only a value that reflects the emojis received so far.

Influencer Marketing on Musical.ly

But how can companies now specifically market their product on one of the apps? A good example of successful influencer marketing on Musical.ly is the campaign launched by Coca-Cola in June 2016 under the hashtag #shareacoke.

Various well-known musers produced short musicals for this under the same hashtag. In the musicals, they asked their followers to also post musicals under the hashtag. The prize was a face-time call with singer Jason Derulo. In total, more than 140,000 musicals were submitted. If you consider that the individual muscals themselves were viewed dozens of times, Coke was able to generate an enormous reach.

Also exciting for companies, both Musical.ly and Like.ly offer the possibility to share content quickly and easily on Instagram. This can become relevant in the course of a campaign, as links and analytics on Instagram provide more options for measuring success than on Musical.ly or Live.ly.

In addition, through this link, many influencers were able to build up a large reach on Instagram parallel to Musical.ly, for example Germany's best-known musers Lisa and Lena. That is why the Musical.ly influencers are also very suitable as testimonials for companies and a combination of, for example, Instagram and Musically can complement each other and additionally drive engagement.