It is no secret that a vast number of young people not only voted for Jeremy Corbyn to be Britain’s Prime Minister but some actually registered to vote because of his influence.

According to the National Union of Students, Britain’s youth turned out in record numbers, with up to 75% of 18-to-24-year-olds voting; a whopping 66% of this group is thought to have voted Labour.

So, how did Labour do it?

They researched their audience and used the ever-so-powerful social media.

The Labour Party recognised that there was a large number of potential voters (18 – 25 year olds) that were not being targeted during campaigning.

Arguably, there is this perception that the younger generation aren’t interested in politics and don’t want to vote. This isn’t everyone’s view but as a 21 year old, I am definitely aware that those around me are surprised when I express my interest in politics. In fact, when walking down my local high street, there were parties campaigning and not one person stopped me. Now, I’m not saying its because of my age, but I felt I wasn’t approached because of being a youth.

As a consequence of not advertising to the younger generation, campaigns don’t necessarily exclude 18 – 25 years olds but, perhaps unknowingly, they aren’t encouraging them to get involved.

What did the Labour Party do to target its market?

A large amount of money and time was invested into advertising the Labour Party on channels where the younger generation can be found. From brunching with celebrities to putting out a Snapchat geofilter.

In a move specifically designed to encourage young people to vote, Mr Corbyn teamed up with grime star JME (Jamie Adenuga, an English grime MC who is the co-founder of the crew and label Boy Better Know). For those of you who aren’t aware, JME is very popular among the younger generation and a large proportion of his following are below the age of 30.

Jeremy Corbyn allowed JME to take over his Snapchat to get fans excited about the General Election, urge them to register before the deadline and finally to vote Labour.

18- to 24-year-olds make up 37% of Snapchat’s demographic and these users collectively receive 400 million "Snaps" a day. That is a lot of Snaps (a lot of potential votes).

The Snapchat geofilter was designed and created for voters to display their support for the Labour Party.

For those of you who aren’t active snap chatters, Snapchat geofilters are special overlays for Snaps that can only be accessed in certain locations. They are essentially pretty graphics that dress up a Snap. Think of them as a digital sticker.

Geofilters change depending on where someone is when they take a photo or video, so the geofilters you see in your home city will be different from the geofilters you see in NYC.

Below is a few examples of Snapchat Geofilters. Note the Labour geofilter in the middle.

But my point to all of this is, the reason Labour had so much support from the younger generation was down to audience research and building a campaign around ‘the people’.

Like the other parties, Labour defined their audience and went with it!

I’ve said it before in blogs and I will continue to say it, researching your target is a crucial part of any marketing campaign, it should be at the heart of everything you do.

If you take anything away from the General Election, take away knowing the importance of researching into your target market.

1. Who are your customers?

You must first define your customers by their demographic, psychographics and behaviour. Are they male or female? How old are they? What is their annual income? What is their personality type? What are their likes and dislikes? These things all matter, as silly as you may think they are.

2. Where are your customers looking for news, advertising, etc.?

Are your audience fans of the newspaper or do they prefer searching through their Twitter feed? This is crucial information. There is no point advertising your services on social media if your target market isn’t actively using social media.

This can all be quite over whelming and time consuming, so if you need a bit of support with your audience research, drop me an email – [email protected]