DigitasLBi has partnered with UK youth charity YouthNet to launch a social media insights platform designed to help better understand the relationship young people have with social.
YouthLab will use a combination of ethnographic research, mobile activity tracking, social listening and peer review to offer the agency’s clients and other brands a detailed picture of how social media affects young people.
The first study to emerge from the platform looked at the emotional pressures faced by young people surrounded by social media. The results identified four dominant social media behavioural types amongst people aged between 16 and 24: Microfame Seekers, Expression Seekers, Independence Seekers and Inclusion Seekers.
These behaviours were evident in the continuous experimenting on social media and the management of personal online brands in sophisticated ways. Young people were also found to seek digital privacy, critique brands and plan their futures.
Chief strategy and insight officer at DigitasLBi, Fern Miller, said YouthLab represented “a real opportunity for brands” adding that the greater understanding of young people’s experiences and motivations on social will “enable clients to tailor digital tools and products in a way that reflects their real needs and, ultimately, helps to improve their lives”.
YouthNet’s chief executive officer, Chris Martin, said the platform could give a greater understanding into a community’s motivations and social media habits.
The platform was announced at DigitasLBi UK NewFront event last Friday (16 October). A full roundup of the event can be found here.