Generation Like
Synopsis: Generation Like is a 2014 documentary produced by PBS’s Frontline that explores the influence of social media on today’s youth and the way companies use digital platforms to market to them. The film focuses on how teenagers and young adults engage with brands and media through social media platforms like Facebook, Twitter, YouTube, and Instagram.
Introduction
The documentary sheds light on the growing trend of “likes,” “shares,” and online interactions becoming powerful tools for businesses to influence consumer behavior. It emphasizes how companies target young people by leveraging their online presence, with brands encouraging youth to promote their products, often through influencer marketing. Influencers, individuals with large followings on social media, are shown as key players in shaping brand success.
- What do your students know about the role of social media in modern marketing strategies?
- How do you decide what brands to support or buy from?
- How do social media influencers affect what you buy or like online?
- Do you think companies make money off of social media? How?
Analysis/Discussions
Group Discussion
- What do you think about the business model of social media influencers? Do you think it’s ethical for companies to pay influencers for their endorsement?
- How do you think social media has changed the way businesses market their products to young people compared to traditional marketing?
- What are some examples of companies or brands you’ve seen use social media influencers effectively?
- Do you think your generation is more aware of being marketed to than previous generations? Why or why not?
Business Concepts and Applications
Go over the following concepts based on the documentary:
- Branding: How companies use digital platforms to build and maintain their brand identity.
- Influencer Marketing: The role of individuals with large online followings in promoting products.
- Monetization: How social media platforms and content creators turn engagement into profit.
- Consumer Behavior: How online engagement (likes, shares, comments) drives consumer decisions.
- Digital Marketing Strategies: Examples from the documentary of how brands create campaigns that appeal to younger audiences.
Activity
- Analyzing Brand Social Media Strategies
- Analyze and understand how brands leverage social media to target specific audiences and promote their products.
- Identify key elements in social media campaigns and influencers used by the brand to enhance engagement and drive consumer behavior.
