Opinion - Giraffe Insights

Relevance, personalisation and authenticity in youth marketing

In an era where audiences have limitless access to content, the expectation of brands has undergone a seismic shift. Maxine Fox of Giraffe Insights explores how kids and young people seek more than eyecatching visuals and catchy slogans - they crave authenticity, relatability and experiences that feel personal to them.

To thrive in this dynamic landscape, we need to put people at the heart of our strategies, moving beyond traditional marketing techniques to truly understand their beliefs, values and passions. At our annual KidSight conference, we explored key trends and innovative strategies to help brands connect with young consumers today. Here, I will introduce three of the themes we showcased, evidenced by our own research studies and collaborations.

Amplifying relevance through communities

Young people aren’t just consuming content—they’re forming identities and connections through communities built on shared passions, values and experiences. From fandoms and gaming groups to cultural movements like the Taylor Swift "Swifties," these spaces offer a sense of belonging and an avenue for meaningful brand engagement. We spoke to Tweens and Teens in our ‘Teen Talk’ study to understand the drivers of community engagement.

Young people gravitate towards influencers and peers who reflect their values. Platforms like TikTok and YouTube enable them to access diverse opinions and cultural moments, moving beyond traditional media for inspiration. Brands that partner with creators who share their audience’s values or support grassroots initiatives can amplify their relevance.

What makes communities a win is authenticity - these spaces foster genuine dialogue and connection; going beyond traditional targeting, as communities provide deeper, values-driven engagement; and support for passions - from Swifties and Sunday league football to Fortnite gaming clans and social movement campaigns, brands resonate on a personal level.

While specific communities may evolve, their cores - shared values and passions - remain constant. Brands that listen, respect and engage meaningfully build lasting connections.

Personalisation in gaming

The future of kids’ media consumption lies in personalisation. Children don’t just want content tailored to their interests - they expect it. In our US Kids & the Screen Study in collaboration with Precise TV, 76% of parents said they prioritise content that aligns with their child’s interests and preferences. Brands that embrace this demand foster deeper connections and earn loyalty.

Gaming is a prime example where we have seen unparalleled growth when it comes to content consumption among kids and younger audiences. Mobile gaming is now the second most popular way (after YouTube) for kids in the US aged 6–9 to consume content, with 48% of kids of this age gaming on mobile devices and 26% on consoles. Gaming offers kids both an escape and a way to connect, with playing in isolation (56%) and with others (44%) both popular ways to game.

Brands have a golden opportunity to weave themselves into these experiences through personalised in-game characters, educational tie-ins, or branded storytelling that feels natural rather than intrusive.

Personalisation works because parents notice the difference. 75% are likely to recommend a brand when their child enjoys personalised game content, while 8 in 10 parents value games that teach real-life skills. Plus, aligned values matter; 7 in 10 parents want games to reflect family values like creativity, kindness and sustainability. To succeed, brands must focus on seamless, relevant, and authentic integrations that enhance gameplay without disrupting the experience.

Authenticity in advertising

Kids and teens are savvy; they can tell when they are being sold to. But when a brand communicates authentically, it sparks engagement and builds trust. On TikTok and YouTube, the best adverts aren’t just entertaining, they’re culturally relevant and rooted in storytelling. We conducted an analysis through our ‘Semiotic Sizzles’ of over 100 advertisements to understand how we can really make the most out of our digital marketing.

TikTok thrives on relatability with its short, snappy videos using POV angles, DIY aesthetics, and trending sounds. These elements resonate with young audiences who value realism and humour. But humour is a doubleedged sword. When done poorly, it risks making a brand seem out of touch. Successful campaigns employ selfdeprecating humour, filters, and memes to strike the right balance. YouTube offers a canvas for longer narratives and collaborations with recognizable franchises. Adverts that empower young audiences showcasing diverse characters, tackling real-world challenges, or promoting inclusion, connect on a deeper level. Familiar settings, historical scenarios, and uplifting language like “make your mark” or “redefine your story” resonate with younger audiences. Meanwhile, YouTube Shorts has also been acknowledged as a key platform for connecting with younger audiences, where ads need to be punchier, more visually engaging, less intrusive and deliver impactful messages within seconds to align with the fastpaced, bite-sized content they consume.

To maintain authenticity online, TikTok content needs to be kept raw and relatable with DIY visuals and trending sounds; YouTube should pair compelling storytelling with messages of empowerment, and across all platforms, campaigns should be rooted in values and experiences that reflect the audience’s realities.

Marketing to kids, young people, and families is no longer about simply being seen; it’s about being understood. Brands that succeed in this space will reflect their audiences’ values, prioritise authentic and personalised experiences, and show up in the moments that matter most.

Young people have grown up in an era of digital interconnectivity and social consciousness. They demand real stories, real people, and real experiences. From sustainability to kindness, aligning with their values is nonnegotiable for relevance. They value genuine connections over staged experiences. Seamless integration across platforms, relatable storytelling and interactive content are crucial for engagement. Understand the platforms and spaces they show up in both online and offline. Whether it’s TikTok trends, YouTube narratives, or in-game experiences, showing up authentically across these layers will build trust and long-term connections.

The secret lies in relevance, authenticity and personalisation - three pillars that when combined create marketing that truly resonates.

Get in touch to find out more about the studies referenced within this article and to understand how research can play a role for you - info@giraffeinsights.co.uk