Sam Clough - SUPER AWESOME. Global Strategic Insight Director. Teens, Trust, And Talkability. How Young Audiences Really Engage: Fandoms, Creators, And The New Rules Of Youth Marketing.
Insights, Marketing & Data: Secrets of Success from Industry Leaders
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Show Notes
We sit down with Sam Clough, Global Strategic Insight Director at SuperAwesome, to unpack how brands can reach under-18s safely and effectively across YouTube, TikTok, CTV, gaming, and audio.
We explore how teens decide what to trust, why talkability beats old word of mouth. Among other areas we cover:
• Teens’ scepticism, AI fatigue, and platform-native creative
• SuperAwesome’s role enabling safe, compliant youth marketing
• YouTube and TikTok as top discovery and ad recall channels
• Creator freedom over rigid briefs for authenticity
• Six fandom stages: discovery, trial, deepen, engage, exit, re-entry
• Crossovers to grow incremental audiences and spark returns
• Global patterns across UK, US, France, Germany
• What makes a strong agency partner and collaborative insight
All episodes available at https://www.insightplatforms.com/podcasts/
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