Why emerging brands should target students

Major brands have plenty of resources that allow them to make themselves seem more reliable and accessible. This image makes it easier for them to reach out and connect with larger audiences. For emerging brands, competing with brands with this level of resources and visibility can feel overwhelming. However, there is one solution that is often overlooked. Students!

Students are an important consumer group that brands should be turning their attention to, especially emerging brands. Students tend to prioritize brands that are affordable, sustainable, and authentic. This creates an opening for small and emerging brands where they can build connections with the student demographic.

Students are open to discovering new products and experiences, so it is important that you give them a reason to choose your brand.

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Students’ interest in emerging brands

Students already have an interest in discovering emerging brands that feel original or unique from the major brands that they are used to seeing and buying from. They are even willing to take the risk of buying from a brand that they’ve never heard of before because supporting emerging brands matters to them (Small Brands, Big Love Report).

According to our latest study:

• 96% of students are willing to try brands that they have never heard of before.
• 52% of students actively seek out new and emerging brands
• 44% of students will happily buy the moment that something catches their eye

Since students are already eager to discover new brands, emerging brands do not need a decades-long platform or global recognition in order to break through. What matters instead, is making a lasting and positive impression on the student audience in order to expand their brand. Brands like Poppi, Olipop, and Dieux have captured the attention of students and earned their trust quickly.

Being unfamiliar is not always a disadvantage. It can be a part of the appeal.

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Why do students choose emerging brands?

When shopping, quality and prices are the biggest drivers that push students to choose an emerging brand over a major brand. For fashion, 72% of students choose emerging brands for quality and 67% for the price. Students lean more towards emerging brands that have better quality products instead of brands that have a cheaper price. Over 57% of students would rather pay slightly more than major brands for unique emerging fashion.

In order to gain the attention of student consumers, emerging brands need to make sure that their products have good equality and are distinctive enough to stand out from other brands. They must also uphold their standards and values which would make them gain appreciation from the student consumers.

Remember, if the product is worth it, then students are willing to pay for it.

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Discovery happens through social content and creators

In order for students to try emerging brands, they need to be able to find them first. According to our report these are three methods of attracting students that stood out:

1. Using organic social media in order to be discovered

Organic social media is a great pathway for merging brands to be discovered by student consumers. Tiktok, Instagram, and Pinterest are apps that students look to help them discover emerging brands. For example, 67% of emerging fashion brands are found through organic social media.

However, emerging brands must be careful because just how organic social media can help put a spotlight on your brand, it can also bury it. Emerging brands must give students a reason to stop, like, and share their brand to the people in their circle.

2. Trust and work with creators to help your brand

Having the right creator promote your emerging brand can be very helpful in marketing your brand to the student audience. According to the report, creators can drive discovery for 43% of fashion, 40% of beauty, 37% of tech, 35% of food and drink brands.

You don’t need a major influencer to promote your brand. As long as you have a creator that genuinely understands your product and holds trust with your audience, then your brand will be able to build credibility.

3. Use paid media to amplify your brand

Paid media can help emerging brands reach more students. According to the report, paid media drives discovery for 45% of beauty, 43% of fashion, 42% of food and drink, and 40% of tech brands.

Although paid media can be very helpful, you should not use it as a starting point. You should use a combination of organic media, creator content, and paid media in order to build on your momentum.

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Give students a reason to choose your brand

Although students may discover your brand, you need to give them a reason to buy your product. Having an exclusive offer can help push students to buy products from your brand. According to the report, what a student discount does is:

• Make 70% of students most likely to buy from the brand
• Make 41% of students remember the brand next time they shop
• Make 39% of students trust the brand more
• Make 27% of students more likely to recommend it

Students are very conscious when it comes to their spending, so having an exclusive offer on a discount platform like Student Beans, can put your brand in front of many students who are wanting to spend. According to the report, 34% of students have discovered emerging brands on the Student Beans platform.

Having an exclusive offer can help emerging brands be discovered and build a stronger relationship with students who value individuality and exclusivity.

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The ultimate takeaways for emerging brands

Students are not a simple young consumer group who wants to be persuaded by large companies who put out the same products over and over again. They are shoppers who are actively seeking out brands that feel new, distinctive, and authentic.

For emerging brands, this is the opportunity to make your brand visible.

You need to show students why your brand is worth discovering and buying from. Access them through your effective social media and offer them an exclusive deal that would convince them to make a purchase for your brand.

You do not need to be the biggest brand in the world to become a student favorite. You just need to be a brand that is authentic and reasonable enough that students can find and choose.