Reaching Your Audience: Josh Peck's Challenge to Creators
- Feb 7, 2018
- 3 min read
Millennials and Generation Z alike will jump at the phrase “hug me brotha!” as a call back to our childhoods. Nickelodeon's Drake and Josh, a buddy comedy about a blended family that faces the pitfalls of everyday life together, ran for four seasons and gave actors Drake Bell and Josh Peck international recognition for their comedic timing and incredible chemistry. Since it’s end in 2007, however, the fame of both actors, and of Peck specifically, has only seemed to grow.
On February 1, Peck came to Syracuse University to give a moderated question and answer style talk. Charismatic and charming, the entertainer dove into topics that the audience, made up of college students in the Generation Z demographic, could not get enough of. It was clear from the start that Peck knew who he had sitting in the crowd, and what exactly they wanted to hear. After some discussion about the cult-classic television show of his adolescence and of some of the more recent cinematic work he’s been involved in, Peck answered some questions about his newest roll in the entertainment industry: vlogger and influencer.
With the advent of Vine, Peck and a number of other creatives found an instantaneous outlet to connect directly with their audience, and go straight from the creation process to viewers with little or no lag time. Short, punchy comedy characterized by relatable content for teenagers filled the platform, and Peck was notorious for his expert use of the social media to reinvent himself as more than just “Josh from Drake and Josh.” In his talk, he addressed this new wave of content creation and the ability he and other influencers have found to access their audiences so directly.
“If you think you’re doing something cool that makes you laugh or entertains, or you think is interesting – make it. And upload it,” he said. “And it will find its audience.” This quote, in relation to his latest endeavors into YouTube post-Vine, hits on an important shift that is happening in Generation Z engagement today. Users are actively seeking out content that they find relatable. Where millennials and those before them waited for brands and organizations to tell them what is on trend and what to watch, Generation Z refuses to be told how to consume.
Perhaps an intimidating concept to brands and public relations practitioners who have grown comfortable with the status quo of popularization and consumption of content, Peck’s comments in this talk and in a 2016 interview with Forbes give us all an important clue on how to continue to effectively reach the newest demographic of employees, content creators, and content consumers. Generation Z must feel like they can personally relate to content to be able to connect with it. They do not feel the need to conform with the comedy that everyone else is watching or the kinds of content that other people are consuming, that drive to find videos and social accounts to follow is backed by a desire for a relatable community, which is a powerful perceived need.
What does this shift in attitude mean for public relations? It echoes a lot of what Gary Vaynerchuk discusses in his book Jab, Jab, Jab, Right Hook about the need for brands to be giving content in about 80% of their communication with consumers. Because these consumers are craving real, relatable content and will seek it out for themselves if they are not satisfied, it is vital for PR and communications professionals to be one step ahead of them in the creation of that kind of material. Having your brand act as a steady source of videos, social media posts, and commentary that touches not necessarily on what you want to sell, but especially on what is relevant to your consumers will not only keep you on their radar, but will leave them compelled to check your owned media streams and prime for your “right hook” sell pitch when it becomes time to promote your product.
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