In March, TeenVogue partnered with SayWhat to conduct focus groups with fashion forward teen girls to discuss a variety of topics, including their attitudes about social media. We conducted four focus groups, two in Los Angeles and two in New York City. The focus group results will be incorporated into a larger annual study conducted by TeenVogue’s Think Tank.
Themes that emerged from the focus groups on social media habits pointed to Instagram as the most favored network for social sharing. The 2014 study found that Instagram is the #1 platform that inspired respondents to purchase items they saw there. Our 2015 focus groups also revealed that non-targeted ads leave these teen girls cold, whereas Instagram displayed customized content they wanted to see.
Don’t miss the insights on targeted advertising and how Instagram is helping the new generation of style enthusiasts curate their image online in this video clip: