We are all content publishers, brand and consumers alike. Content has never had to be better to engage and retain the attention of audience. We researched teens from Copland Community School, a school with a high percentage of students receiving free meals (Wembley, London) to identify ways brands can remain relevant in an increasing complex digital world.

1. 1
WITH COPLAND COMMUNITY SCHOOL,
WEMBLEY, WEST LONDON, UK
!
APRIL 2014
BRANDS, CONTENT AND RELATIONSHIPS WITH A LONDON TEEN AUDIENCE

2. WE ARE ALL CONTENT PUBLISHERS, BRANDS AND CONSUMERS ALIKE. CONTENT HAS
NEVER HAD TO BE BETTER TO ENGAGE AND RETAIN THE ATTENTION OF AUDIENCES.
!
WE RESEARCHED TEENS FROM COPLAND COMMUNITY SCHOOL, A SCHOOL WITH A HIGH PERCENTAGE OF STUDENTS RECEIVING FREE
MEALS (WEMBLEY, LONDON) TO IDENTIFY WAYS BRANDS CAN REMAIN RELEVANT IN AN INCREASINGLY COMPLEX DIGITAL WORLD.

3. #1 THE SURVEY
HOW TEENS USE SOCIAL NETWORKS AND
PERCEIVE THE WAY THEY INTERACT
WITH BRANDS

4. 4
25%
16% 15% 13% 7%
“WHICH SOCIAL MEDIA DO YOU ENJOY THE MOST?”
Other social networks and services mentioned are BBM (4%), Viber (4%), Tumblr (3%), Tango (2%), Youtube (2%),
Kik (2%), Vine (1%), Skype (1%), Gmail (1%), Keek (1%), Hotmail (1%), Outlook (1%), Yahoo (1%).

5. 5
“WHICH ONE DEVICE DO YOU USE THE MOST
TO SURF THE INTERNET?”
SMARTPHONES
78%
including iPhone (19%), Samsung
phone (5%), Nexus 7 (2%)
!
LAPTOPS
57%
including Mac (2%)
!
TABLETS
17%
including iPad (5%)
!
Other: 3% mentioned ‘Google’

6. 6
“WHAT OTHER DEVICES DO YOU USE TO
CONNECT TO THE INTERNET?”
SMARTPHONES
16%
LAPTOPS
41%
TABLETS
22%
including iPad (14%)
!
COMPUTER
11%
Other: Games Console’(5%), iPod (3%) and TV (3%)
including Nexus (1%),
Blackberry (1%)

7. 7
“IF YOU COULD OWN ANY DEVICE,
WHICH ONE WOULD IT BE?”
TABLETS
15%
including iPad (8%)
IMAC
10%
Other: Games Console (4%), Google Glass (3%), Smart TV (1%), iPod (1%), Smart Watch (1%) and Ultrabook (1%)
SMARTPHONES
41%
LAPTOPS
15%
NONE
12%
including Mac Book (7%)including iPhone (14%),
Samsung phone (5%)

8. 8
98% 57%
“DO YOU USE WHATSAPP AND SNAPCHAT?”
!
THEY SAID ‘YES’:

9. 9
I AM ADDICTED
TO SOCIAL MEDIA
14%
I LIKE USING
SOCIAL MEDIA
57%
I SOMETIMES USE
SOCIAL MEDIA
17%
I NEVER USE
SOCIAL MEDIA
2%
I COULD LIVE
WITHOUT SOCIAL MEDIA
10%
“HOW WOULD YOU DESCRIBE YOURSELF
AS A SOCIAL MEDIA USER?”

10. 10
CHATTING WITH FRIENDS
SURFING THE INTERNET
WATCHING VIDEOS
SHARING PICTURES AND VIDEOS
PLAYING GAMES
CHECKING OTHER PEOPLE’S PROFILES
COMMENTING ON UPDATES, PHOTOS…
UPDATING YOUR PROFILE
VIDEO CALLS
MEETING NEW FRIENDS
22%!
17%
!
!
15%
!
!
!
11%
!
!
!
!
10%
!
!
!
!
!
8%
!
!
!
!
!
!
5%
5%
5%
!
!
!
!
!
!
!
!
!
2%
“WHAT DO YOU MOST ENJOY USING YOUR DEVICES FOR?”

11. 11
PERSONAL MESSAGES
47%
GROUP MESSAGES
19%
PUBLIC MESSAGES
17%
VIDEO CALLS
16%
“WHAT IS YOUR FAVOURITE WAY TO COMMUNICATE
WITH PEOPLE ON SOCIAL MEDIA?”

12. 12
‘I HAVE MET ALL OF
MY SOCIAL MEDIA
FRIENDS IN REAL LIFE’
‘I HAVE MET SOME OF
MY SOCIAL MEDIA
FRIENDS IN REAL LIFE’
‘I HAVE NOT MET MANY OF
MY SOCIAL MEDIA FRIENDS
IN REAL LIFE’
‘I HAVE NOT MET ANY OF
MY SOCIAL MEDIA
FRIENDS IN REAL LIFE’
65% 29% 3% 3%
“ARE YOUR FRIENDS ON SOCIAL MEDIA
THE SAME FRIENDS YOU HAVE IN REAL LIFE?”

13. 13
REAL LIFE FRIENDS
FAMILY
FRIENDS I HAVE MET ONLINE
CELEBRITIES / FAMOUS PEOPLE
INFLUENCERS (I.E YOUTUBERS)
OTHER
PEOPLE I DON’T KNOW
48%!
26%
!
!
10%
!
!
!
!
6%
!
!
!
8%
“WHO DO YOU INTERACT WITH ON SOCIAL MEDIA?”
!
!
!
!
!
1%
!
!
!
!
!
2%

14. 14
#NOFILTERS
#HOLLOWMAN
#IFTWITTEREXISTEDINHISTORY
#ONLYENGLISHFRANKCAN #IGETBUCKETS
#HOOPDREAMS
#BALLISLIFE
#SHIFTTEAM
#THROWBACKTHURSDAY
#10/10
#TWEETLIKEAWHITEPERSON
#EVERYGIRLSDREAM #FILTERSAREFRASS#MOTO
#NOMAKEUPSELFIE
#NOMAKEUP
#BECAUSEIMHAPPY
#FREECHRISBROWN
#DOITFORTHEVINE
#HOWOLDAREYOU #GOODVIBES
#100HAPPYDAYS
“HAVE YOU TAKEN PART IN ANY SOCIAL MEDIA TRENDS?”
!
29% ANSWERED ‘YES’ AND MENTIONED THE FOLLOWING HASHTAGS:

15. 15
OPIRAYBANDZ
ASOS
BALLISLIFEMICHAEL KORSEMCOSMETICSADIDAS
HOOPSFIXM.A.C
TOPSHOP LOUIS VUITTON
CONVERSE
PLAYSTATION
PUMA
FACEBOOKLIVERPOOL FC
KK COLLECTION
NIKE HIJABHILLS
FASHION IS MY DRUG
BOOHOO
“DO YOU FOLLOW YOUR FAVOURITE BRANDS ON SOCIAL MEDIA?”
!
33% ANSWERED ‘YES’ AND MENTIONED THE FOLLOWING BRANDS:

16. 16
TO WATCH THEIR VIDEOS
TO READ THEIR CONTENT
TO SEARCH FOR PRODUCT INFO
TO GET SPECIAL OFFERS
TO TAKE PART IN TRENDS
TO COMMENT ON THEIR POSTS
TO TAKE PART IN COMPETITIONS
TO SHARE THEIR CONTENT
14%!
10%
!
!
7%
!
!
!
6%
!
!
!
!
3%
“WHY DO YOU LIKE TO INTERACT WITH THESE BRANDS?”
!
!
!
!
!
1%
1%
0%

17. 17
I FIND BRANDS ON SOCIAL MEDIA USEFUL
!
I FIND BRANDS ON SOCIAL MEDIA FUN
!
I FIND BRANDS ON SOCIAL MEDIA INSPIRING
10% 41% 36% 7% 5%
!
5% 36% 43% 10% 5%
!
5% 28% 50% 14% 3%
“TICK THE BOX THAT REPRESENTS HOW YOU FEEL
ABOUT BRANDS ON SOCIAL MEDIA”

18. 18
I THINK THAT HAVING BRANDS ON SOCIAL MEDIA
GIVES ME ACCESS TO EXCLUSIVE INFO
!
I THINK THAT INTERACTING WITH BRANDS ON
SOCIAL MEDIA IS LIKE ADVERTISING
!
WHEN I INTERACT WITH A BRAND ON SOCIAL MEDIA,
I FEEL THAT I BELONG TO A GROUP OR COMMUNITY
7% 36% 43% 7% 7%
!
!
10% 29% 45% 12% 3%
!
!
5% 7% 43% 28% 16%
“TICK THE BOX THAT REPRESENTS HOW YOU FEEL
ABOUT BRANDS ON SOCIAL MEDIA”

19. #2 OUR FINDINGS
HOW THESE BEHAVIOURS AND BELIEFS
AFFECT THE WAY BRANDS SHOULD
INTERACT WITH TEENS

20. 20
Every brand’s goal should be to make content
people actually want to see instead of making
people want to see content. This is the key to
create sharable and engaging content.
Teens have made it clear, teens choose exactly what they want to
watch. With the internet, they can get away from TV’s intrusive
advertising. It makes it difficult for brands to grab their
attention.They’ve made it clear, teens choose exactly what they want
to watch. With the internet, they can get away from TV’s intrusive
advertising. It makes it difficult for brands to grab their attention.

21. 21
Yes, teens are definitely defining new behaviours on
social. But see this as an opportunity. An
opportunity for brands to redefine the relationship -
a two-sided relationship. It means brands need to
make sure they listen and monitor their community
and track new potential fans in order to seed
content to the right person, at the right moment.
Ok - but the other thing is that teens prefer private
chats to public sharing. They’re creating their own
networks on Whatsapp and Snapchat where they
can communicate in private. So this also means they
are less likely to publicly interact with brands…

22. 22
Teens actually like interacting with identifiable persons.
Brands need to be as human as possible, showing the
people behind the logo, making every interaction
unique and tailored to each teen’s expectation.
Teens believe peer-to-peer content is more reliable.
Unless brands are very famous, they’d rather listen
to people like them than big, faceless brands.
Branded content needs to be accessible as part of an always-
on eco-system. It is an opportunity to create clever
connections, new experiences and capture their imaginations.
No surprise, teens are multi-screen and multi-channel users.
TV can be used for noise-background, smartphone for chatting,
laptop for video games… Combinations and uses are unlimited.

23. 23
That’s it - even if your purpose is to educate or inform,
try and make it entertaining. There are different ways to
achieve this by either being fun, challenging or inspiring.
Teens don’t necessarily distinguish between information and
entertainment. What they seem to memorise is when both
features have been pulled together in the same piece of content.
Brands need to test and develop alternative ways
to provide value for their target audiences. They
need to ask themselves why they are on social and
how they want to make things possible for people.
Teens will try out new networks or services for the sake
of it. But if it turns to be useful, like Whatsapp, they will
adopt, recommend it, and consider using it everyday.

24. 24
A little, but they’re also up for trying most things, it’s
just about finding the things that’ll stick. Remember,
teens will be consuming more online than most. And
finding the thing that they remember is the key.
So teens are confused?
Snapchat us at KrowdLondon if you ever feel stuck.

25. #3 THE INTERVIEW
HOW TEENS TALK ABOUT THE CONTENT
THEY SHARE AND CREATE ONLINE

26. 26
What kind of brands do you follow on social media and why?
I follow game companies. This is the easiest way for me
to check out their videos when they release a new game
every year. Then i know what I am looking forward to.
No, like the trailers.
What kind of videos - like reviews?
I don’t follow brands really. I follow news about brands I guess.
Let’s say I follow this SneakerNews, and it is exciting to see the
different shoes that are going to come up in maybe three
months - probably some got them exclusively and they show
them off. And it is just nice to know that in few months I could
get them. But I don’t really like when brands actually post their
pictures. Cause I don’t know, it is not creative.

27. 27
So let’s say SneakerNews post some videos - how do you interact with the video?
I am more interacting with the guy telling me “oh, these sneakers are
actually good”. Because this is a real person. It’s like they put different
laces to it so that I can see how it would be, how it would fit me or fit him.
No, it is Instagram actually. I presume celebs or people
working in Nike for example - if they actually get exclusives,
they just post them up and so you can see the new shoes.
Is it like a Twitter or Facebook page?
They have a site, so I guess that could help. But if there is nothing on the site,
I guess I could comment on their posts asking if they know anything about it.
Say you saw a release on SneakerNews Instagram account and you want
to get in touch with Nike to find out the release date - you’ve googled it,
but you can find it. What would you use to get in touch?

28. 28
Do you all use Instagram to get exclusive content or pictures?
So what do you like about that style of videos over it -
coming from him over coming from the brand itself.
Not Instagram, but similar with YouTube. There are these people,
they do a monthly favourite - like this guy called “Goss make-up
artist”. I think he gets new stuff every month and he tries make-
up from different brands like MAC. And he gets some models and
he tries it on. then he would say if he thinks it is good or bad.
Sometimes this is expensive stuff from big brands but He also
gets drugstore make-up. It is for different audiences which is nice.
He is reliable. He would tell you the truth. Like if this is
a new mascara brush, he would open it and show you
how it works. If it is good, if it is not. You can trust him.

29. 29
Do you still use Google for your search?
What about you guys?
Yeah.
What was the last ad on the internet you remembered?
It was a video comparing Converses. And I was
like “Oh, that might be useful”. It was not from
Converse itself, it was from another website.
They have these ads on the side and you click if you wanna watch
it. It was Maybeline Big Eyes lashes - a mascara. It was people,
like normal girls, putting mascara on - I like to see this kind of ad.

30. 30
So, theoretically, product X is perfect. You now have
three people telling you it is perfect. You have got the
company behind product X, a celebrity and an everyday
person’s video blog. Which one do you trust the most?
The blog.
Celebrity.
Nooo! There is contract
behind that! This is a script!
Brands tend to be like “oh yeah, choose this brand cause
this is perfect”. But we don’t like that. We know it is not
perfect. We know like they might be defaults, damages…

31. 31
Yeah, we like it when other people tell us “Actually, this is
the way it is”. They are nice because they interact with
people and we get to see different views. If it was a celebrity,
well I don’t believe that and I don’t care about them.
So you trust the blog?
Definitely, yes!
You don’t trust the brand?
Actually if the brand have like good reputation, then yes.

32. 32
No - well, I still stalk people on Facebook. Actually I
still have an account but I don’t use it. I don’t publish.
So you use Instagram and YouTube. Are there any other kind of
social media sites you’d use to get exclusives and useful tips?
How do you use Twitter?
I don’t really use Twitter anymore. I just go to the timeline to see what is
happening. Cause it is much easier to see people updating news and stuff.
So you use your Twitter timeline only to see what’s happening?
Twitter.
Yeah.

33. 33
Yes.
No - well, I still stalk people on Facebook. Actually I
still have an account but I don’t use it. I don’t publish.
Does anyone have a Facebook account?
What is your least favourite thing about Facebook?
Ads.
It is always changing so you have to find out how it works again.
Don’t you find that useful?
Yeah, it is just confusing.
It is helpful, but you need to get used to it.

34. 34
Yeah, you’ve got that kind of pop-up ad.
It is really tailored to your influences - so if you are
a girl, you get this make-up ad or stuff like that.
Do you notice when brands target you on Facebook?
So do you like that?
It’s kind of like it is forcing you to look at it.
Do you trust Facebook as a company?
I used to.
I don’t pay attention to it.

35. 35
No.
Facebook has just bought Whatsapp. Does that
change the way you think about Whatsapp now?
Why do you think Facebook is dying?
I just think this is a bit awkward they buy all this stuff. It is all
about the image, because it is like Facebook is something that
is dying, and Whatsapp is still out there. It is like Facebook is
trying to impose themselves onto Whatsapp to stay popular.
Because people don’t use it that much anymore.
Actually Facebook used to be a trend. That’s why we came along
doing it - afterward as it gets more busy and we disregarded it.

36. 36
Nah.
Maybe to receive messages only.
So you are not using it as much as you used to?
Do you think you will be using Facebook in 10 years?
Yeah - cause I feel like you can’t just
take away your life from Facebook.
Maybe.

37. 37
So you have moved onto Whatsapp?
What is your favourite thing about it?
How do yo use Whatsapp?
Yeah.
It’s convenient.
It’s fast.
Free messages.
Well we upload picture and status.

38. So you can broadcast pictures?
So do you do personal messages or group conversations?
No it is just profile pics and status.
And then you start stalking.
I don’t look at that. I just text.
Both.
Say you guys are going to the cinema on Saturday. What is
the first thing you’re gonna do to try and arrange it?
Whatsapp! Then if the person doesn’t have
Whatsapp, I use Facebook. But not text.
38

39. How does that make you feel?
One thing people don’t like with Whatsapp
is that people can see if you are online.
And also you don’t choose to add people. If they
have your number, they can see your Whatsapp.
Don’t like that!
Sometimes it is good, sometimes it is not.
I don’t care…
What do you mean I don’t care? You don’t
want people to know that you are online.
39

40. 40
So does that depend on different people? Let’s say for the
guys, you’ve messaged a girl - two ticks come up, you know
she has seen it, she is still online but she doesn’t reply…
Also, the person may just have been busy. Even if you
see her online, she may have put her phone down.
Do you see Whatsapp like a social network - like Facebook?
No.
That’s kind of irritating cause I see that she saw my message…
Why don’t you like that?
Cause it feels like it is intruding your privacy.
Sometimes you don’t wanna reply.

41. 41
So let’s imagine you are watching a TV ad or a show, like
Hollyoaks for instance, and they turned to you guys and said
“Whatsapp us”. Does that feel like a normal thing or does that
feel like weird, is it weird for brands, or TV shows, or music
artists or even a service like the police to use Whatsapp?
Silly.
I think that would be annoying.
That’d be smart for the police - and even
like artists, that would be perfect.
Do you think brands would get involved in Whatsapp?
Yes.
Yeah. Whatsapp is the key to everything…

42. 42
So, you watch TV?
What do you do in your spare time?
On the phone…
On your phone? And the TV is not on when you are on the phone?
We have no time to watch TV.
Maybe for background noise.
Do you use catch-up TV?
Yeah, online.
Could you live without your phone?
Yes.*
No.*
* 6 said ‘Yes’, 1 said ‘No’

43. 43
So how would you get in touch with your friends?
I don’t care!
On what?
Computer!
If you could live without your phone, could you live without your computer?
As long as I can watch TV.
You spoke.
Wow wow! No I don’t wanna watch TV, it is just too
much for me! It is not what you want to watch.

44. 44
You don’t like being passive?
Yeah! No actually, I only watch
TV when I am having dinner.
Do you have a favourite TV show?
But you said you didn’t watch TV…
Of course!
There is too many!
Yeah… I watch it on the laptop…
I actually like TV shows but I don’t watch them on TV
cause it shows everything you don’t wanna watch

45. 45
So do you have Netflix or anything like that?
Or you download anything you wanna watch?
Yeah - illegal download
So you guys are excited about TV shows, but you don’t watch TV?
I actually watch TV a lot.
Yeah, me too.

46. 46
Are you on Snapchat?
Do you like the fact that images self-distruct?
I don’t use Snapchat, I just receive snapchats.
Yeah*.
Yes.
Snapchat is something you gonna be using with your
proper friends - you need to follow them and then wait.
Do you think you would still use it in 10 years?
No.
In 5 years?
Nah.
In 1 year?
Yeah maybe.
* 6 said ‘Yes’

47. I shared one but it was not on vine - it was some dick head
trying to rap but he failed - that was so funny I had to share it.
47
What was the last thing you have shared?
You like Vine?
I think it was in Vine.
What do you like about Vine?
Yeah!
It is just fun!
Yeah but it is getting less funny…
Oh! There was one about this guy how was dancing to
that Pharell’s song “Happy” and he was beat-boxing.

48. 48
What do you use to listen to music?
What about streaming music? Like Spotify…
Download
No, I use YouTube
Do you think YouTube will still be here in 10 years?
Yes.
You will still be using YouTube in 10 years?
Yes.

49. 49
Have you heard of Tinder?
Yes*.
No*.
There are apps called Whisper and secret - have you heard of them?
Do you use them?
Yeah.
Nah.
What do you know about them?
Say stuff people don’t know about you.
* Boys said ‘Yes’ (3), girls said ‘No’ (4)

50. 50
Would you prefer to be anonymous or not
when putting your thoughts out there?
I kind of feel like the thoughts are
more significant if it is anonymous.
It depends tho if you gonna say something silly, or funny that’s
alright. But if you wanna point out a problem, it can be useful.
You won’t see that. Maybe two years ago, people had
some thoughts behind their tweets but now it is all like
“oh, I gonna dry my hair” or “I’m about to tie my lace”.

51. 51
No Make Up Selfie - what do you think of it?
As long as this is for a cause - that’s
alright. Because I don’t like meaningless
hashtags.
Not anymore.
Like ironically maybe.
It is easier to search when you have hashtags
cause of course you can tag words.
Do you guys use hashtags?

52. 52
How do you feel when brands are trying to talk to you on social media?
Unless it is fun, I don’t pay attention - you know like this thing
with Pokemon on Google. I don’t like Pokemon but I was doing
it cause that was fun. You go on Google Maps and find
Pokemons. That’s was nice. I did that even if I don’t like
Pokemon. That was fun. It was probably a promotion thing… Or
no, maybe an April fools thing. So yeah, if it is fun and I can get
involved - but if it is just there and it is boring, I would just
ignore it I think.

53. 53
So… Do you use the Nike Running app?
I tried it - it is actually good
What do you guys thinks about Nike? Are they cool brand?
Awesome!
Can you tell me when was the last time that Nike kind of spoke to you?
I don’t know…
But you said you saw them on your phone.
Oh, the running app? Yeah…

54. Cause Nike have obviously spent money on that.
Do you consider that advertising - like a TV ad?
I’d say it is because this stuff have a
presence in your life so they would still be
advertising their product in some way.
But what do you prefer?
I’d prefer actually an ad that
advertises an item rather than having
some hidden agenda like an app.
What makes you feel that this app is having a hidden agenda?
It’s cause it is sometimes hidden in your phone!

55. In what kind of content do you think they should
spend their money on? Should they be doing
traditional advertising or should they be doing things
like Nike+ where they create something useful to you.
I think it should go definitely on social media
- because most of us do not watch TV.

56. 56
One by one. What does the term content means for you?
Dunno.
Stuff.
“Something inside” - like
really informative stuff.
Same.
Don’t know.
Something that has a purpose.
Info.