How to Market to Millennials
They have many names, broke college graduates, Insta-famous 20-somethings, the workplace tattoo normalizers or MILLENNIALS. They are also called ‘Generation Y’ and the age group that most agree on, contains humans born between 1981-1996 (a pretty big range). This was the first generation to more or less grow up with the internet and the world’s knowledge at their fingertips. Proficiency with technology allows this generation to be successful not only in their jobs but also in their personal lives. Young and with money to spend this is the group you most definitely need to be targeting with your marketing campaigns.
Connecting with any target audience requires strategy. The most effective way to reach millennials is via the media channels where they spend most of their time – which isn’t necessarily the ones a company would assume. According to a study conducted by IDG Research Group 59% of millennials get information using social media which means that marketing to this generation is now easier. When a proper strategy is implemented this can lead to the ideal level of brand exposure and awareness, and your millennials audience will become acquainted with your brand as they drink their morning coffee and peruse their Facebook feed.
Millennials consume content focused media. The era of brands being able to spew out generic ads to the masses is over. Millennials (and everyone else) want their voices heard. As this generation came of age at the same time as the rise of the internet, they are well equipped to call BS when they are being sold to. This is the reason that being authentic in your messaging is crucial to reach this audience. To make sure that your brand remains transparent, ensure that you are quick to respond to your audience as you’ve got seconds to keep their interest. When a millennial comes across an inauthentic post they will swipe past it faster than a tinder profile with no image. Millennials want to engage with brands and purchase products and services that align with their values. Keep this in front and centre of mind when promoting an advertisement and it will be smooth.
Social and more social
With Millennials as your target audience social media is your greatest asset. Creating personalised relationships with them via social media platforms maintains relevance throughout your marketing campaign. With ages ranging from 22-37 it’s best to put your marketing efforts into Instagram, Facebook and Pinterest. The average time millennials spend online is 25 hours per week, so by using data and looking at what the best times to post are you’ll reach millennials where they spend most of their time.
Audience participation is another great strategy that is simple to apply. By getting your audience to share their photos through a contest with hashtag entry, you include your users and make them feel they are part of your brand. Consistency is key and they will be keeping an eye out for the next content which increases your following and ensures that your audience is staying up to date on your social media activity. This establishes a relationship with your customers, personalises your product, and adds to your brand in its entirety.
Millennial consumers always do their research before making a purchase and brands also need to do their homework.
Content is key here and a really good way to appeal to the millennials is to tap into their FOMO (Fear of missing out). FOMO often plagues the average millennials with some finding themselves with severe cases of it. Tap into this by offering something that no millennial could say no to. Other important things to keep in mind are diversity and again, brand authenticity. Potential users despise seeing the same ads over and over again in their feed. What captures their attention and captivates them is what they seek.
Content should be short and simple, but intriguing as well. This allows your brand to appeal to those that live a busy life. Visual connections are vital and will keep users captivated long enough to share what else you offer. Think about it, which would a millennial audience prefer; a high-quality tutorial video or a text step-by-step instructions?
Influencer marketing is about campaigns that generate a buzz around your brand and using someone that millennials can relate to. An influencer can be viewed as a trusted friend who is recommending a product or service compared to a general ad that does not tap into any emotions and is completely forgettable. With this in mind, it’s important to ensure that the influencer you work with is the best person so that your brand doesn’t lose credibility.
The millennial demographic is who all brands wish to captivate. It’s a tricky group to market to but not impossible. They have so much to offer and grabbing their valued attention is the first step.