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.
From Insights, Marketing & Data: Secrets of Success from Industry Leaders by Henry Piney
March 10, 2026 · 39 min · Season 5 · Episode 6
About this episode
Sam Clough discusses how brands can effectively engage with under-18 audiences in the digital age.
Send us Fan Mail 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...
People in this episode
Host: Henry Piney
Guest: Sam Clough
Topics covered
- youth marketing
- teen engagement
- trust and skepticism
- digital platforms
- brand strategy
Keywords
- youth marketing
- teen trust
- digital engagement
- social media
- brand strategy
- YouTube
- TikTok
- fandoms
Mentioned in this episode
Organizations: SuperAwesome, YouTube, TikTok
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