Move over, Yelp. Instagram is where younger generations are finding new businesses and deciding where to eat, shop, and hang out today. Vertical video has taken over the screens of young adults. From TikTok to Instagram Reels to Youtube Shorts, the short-form videos — which usually start with a panned shot of the business interior, followed by close ups of the products and a voice-over saying, “This is the best dim sum in Southern California” — are the best way to reach new customers and their friends.
It’s not just for sit-down restaurants, stylish coffee shops, or special pop-ups either. Social media is where people get most of their information these days. According to Pew Research Center, 85% of adults say they often or sometimes get news digitally. As younger generations get older, it’s up to businesses to meet them where they are in order to attract new customers and stay in business.
Older members of Gen Z are now reaching their mid-20s. They’re entering the workforce and have more money to spend than they did a few years ago, when social media was just emerging. While Gen Z has grown up on social media, it’s not as easy for older business owners who aren’t as used to all the new technologies and apps that have come out in the past few years.
That’s a problem, according to Alex Lin, Founder of Reach Media. “A lot of businesses don’t realize, especially if you have a younger demographic you’re trying to serve, if we look up your business and see no social media, we’re not gonna come.”
Lin was born and raised in Alhambra and loves the city. He left to attend college at UCLA, but now that he’s back, he wants to help the businesses here get on the map, especially for the youths.
“That was one of the biggest things I noticed when I came back here,” Lin said. “Some of the businesses don’t have the social media presence needed to attract young people and bring in more attention.”
“We have a lot of amazing food and awesome businesses,” he added. The roadblock is making sure people know about those businesses, which means that for
most businesses, social media isn’t optional anymore.
“Now, the way that social media is, it’s very saturated and there’s a ton of people on it, there’s a ton of content being posted every day. You have to be very intentional about what you’re posting and you have to be intentional about who you’re trying to reach.” It’s precisely that expertise and attention to detail that Reach Media offers to businesses who are trying to build a presence on social media.
Reach Media started as a one-person side project in college, but over time, more people reached out to Lin for help getting started on social media. Lin now works with a small team of videographers and video editors that were all raised in Alhambra, too. He wanted to make Reach Media a platform and outlet for local creatives to build a career. The fact that his team are all Alhambra natives is purposeful, and a boon.
“Since we’re young and born and raised here, we have a good idea of what people are interested in, what they like, the kind of demographics that are here. We’re part of the youth so we have a good idea of the content that would make it around here,” he said. “We’re really focused on taking our insights about the community and transferring it onto a social media platform and helping businesses build and grow.”
Lin is planning for the long term. He’s invested in the neighborhood and in staying here. “There’s a disconnect in the community — everyone lives pretty private lives around here, there’s not a lot of places to socialize in the first place so getting some of these activities and events on the map for these businesses to bring a closer-knit community is very important to me. It helps me live in my city that I love, it helps businesses bring attention to their business, and it helps gather people, so it’s a win-win-win for everybody.”
Want help with your social media strategy? Connect with Reach Media on Instagram: @reachmedia626 or visit their website reachmediala.com.
