Connecting to younger audiences online

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Connecting to younger audiences online

2 October 2017

Jaz Brace

Reaching young people online is made so much easier by social media, however with these channels only allowing a limited amount of information to be put through, how do you get them to come on over to your website to get the full details and more importantly, how do you get them to stay and take note of the whole message you need to get across?

Getting young people online is no issue at all; an Ofcom report found that 99% of 16-24 year olds said they used the internet (Ofcom, 2017), however making them choose to spend their time on your site, then to stay on it, is a whole other thing.

For Government or council websites in particular, young people are the lowest demographic to visit, with only 27% of 16-24 year olds accessing these pages (Ofcom, 2017).

These figures prove that a one-size-fits-all approach is not suitable when it comes to getting your message across to young people. Websites need to be tailored down to the language used, content and user journey.

This is why we create Young Peoples Microsites. Currently being used by Safeguarding Children Boards, these sites are alternate versions of a main website, that is specifically targeted at young people. Although 99% of 16-24 year olds are online, most this is spent on social media, gaming or shopping, making it hard for sites with important information that young people need to know, to compete.

Colours, font type and paragraph structure are all simple yet significant parts of a site that can either persuade a young person to stay on a site that isn’t something they would usually visit. Take a look at the below comparison of the BBC’s main website compared to it’s news site focused at children, Newsround.

To find out how to make your site more tailored towards a younger audience, or to find out more about our microsites, get in touch.

 

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