A response to Generation Like - Essay Example

Response The most surprising thing about this program is the fact that social media marketers focus their efforts on promoting products to teenagers only because it is easy to turn them from passive consumers to active fans. Teenagers are not interested in commercial side of any deal; they simply share what they like using their Twitter, Facebook, YouTube and Instagram accounts. Marketers benefit from their desire to share information about their favorite brands because they create reliable and promising platform for natural advertising.

I find this interesting because teenagers do not use their opportunity to benefit from their social media activities. They could require brands to pay them for promotion, but they agree to work in exchange of goods and services. It turns out that teenagers underestimate their role in commercial culture today. Most of them tend to watch TV less and spend more and more time online using social media as a tool to express their identity. Brands cannot use conventional channels to reach and retain new audiences any more.

They address Youtubers, fans, Twitter or Instagram celebrities to promote their products and they agree to do this for free. SMM advertising is very valuable because it is natural and it addresses loyal audience of viewers who identify with products liked by people they adore or follow. At the same time, kids learn fast and apply marketing strategies in their smaller channels in order to engage their fans and interact with them effectively. Overall, this documentary proves that social media marketing is not a game anymore and people engaged in it need to understand their value in it.

ReferencesPBS. (2014). Generation like. Documentary. PBS Frontline. Retrieved from http://www.pbs.org/wgbh/pages/frontline/generation-like/