Pew Internet & American Life Project has published a report that outlines how teens have embraced the conversational nature of social media and are generating content. The report shows steady growth in the number of teens participating in online content development. There were a few interesting things that stuck out for me and should be of interest as we consider how brands interact with up and coming consumers.

1. The survey found that content creation is not just about sharing creative output; it is also about participating in conversations fueled by that content.

2. However, many teen content creators do not simply plaster their creative endeavors on the Web for anyone to view; many teens limit access to content that they share.

3. There is a subset of teens who are super-communicators — teens who have a host of technology options for dealing with family and friends, including traditional landline phones, cell phones, texting, social network sites, instant messaging, and email. They represent about 28% of the entire teen population and they are more likely to be older girls.

These producers are utilizing tools to create and view content but the interesting thing is they are not necessarily naive in the fact that they are limiting access to that content. It’s also interesting to note that there is a “super-communicator” subset that is beginning to emerge from the noise.

As a Brand marketer, this creates a variety of opportunities to reach out and engage this audience as digital natives that have grown up with the technology and tools that aid in communicating and sharing. The key is being honest and providing tools that these users can integrate into their content, not trying to force your way into their conversation.

Filed under: Advertising, Marketing Trends, Social Media Marketing, Technology