Millennials are one of the most influential groups online, and that influence is only set to grow. For this reason, many brands are keen to maximize their Millennial appeal - but that's not always so easy to do.
Millennials have grown up in the modern era of technology marketing and have become more aware - and more skeptical of - traditional outreach techniques. Because of this, brands need to apply different strategies to boost their Millennial appeal.
What strategies, exactly? Here are some key notes.
It's all mobile
If you don't optimize your content for smartphone consumption, then whatever else you do to reach Millennials will probably fall flat.
Research shows that only half of Millennials regularly use laptops or desktop computers to access the internet - in fact, many Millennials have indicated that they are completely dependent on their smartphones for online access. As such, brands need to ensure that their content is smartphone compatible.
They prefer video to text
Millennials prefer video to text by a ratio of two to one - if you want to reach these users and engage with them successfully, you pretty much have to include some video element in your strategy. What's more, Millennials, unlike older generations, prefer shorter videos online.
That means that's it's likely in your best interests to reduce your video length to a shorter format (of about 10 seconds) if you want to successfully reach this group.
Social media usage
As you've probably heard by now, Millennials are also the most active on social media among all the various demographic groups. That isn't surprising given the expanded role social platforms now play in our interactive processes, however, what is interesting is knowing what social networks they use, as reaching out to them on the social media platform that they aren't actually very engaged with (even if they do have an account) is just going to end up costing you time and money.
Infographic via www.UrgentEssayWriting.com
Millennials are diverse
Note that Millennials - of which there are now more than 87 million - are a highly diverse group and should not be treated as one block. Instead, it's better to subdivide your audience into subsections of the Millennial group, so that you'll have a greater opportunity to engage them.
Because an engaged audience will actually share your content and interact with your brand, while if they're following you but not particularly engaged, then they're simply numbers on your social media count - useful for your social proof, but not for much more.
By segmenting your Millennial audience more specifically, you'll be able to better target your messaging based on specific behaviors and interests. And when that happens, they'll be far more likely to respond.
Millennials don't just buy 'stuff', they buy meaning
Millennials, more than other demographic groups, care about what it means to own a brand, both in terms of themselves and their environment. As such, it's becoming increasingly important for brands to communicate a clear and cohesive reputation and focus that they would like to be associated with.
This can be achieved through branding, but also by showcasing in goals or causes that they want to promote or support.
Millennials - frequently described as the most narcissistic of generations - have grown up being told they're important, and this is also an element brands can capitalize on.
This is done through proper segmentation and developing micro advertising campaigns, varying landing pages and different content aimed at each specific group.
If done correctly, this will provoke much more engagement without necessarily costing you any more money.
In truth, the label 'millennial' is too broad for a successful marketing campaign. It's a great place to start - as they are, indeed, going to becomes ever more important in the years and the decades to come - but it's not where you should finish.
Instead, it's vital to subdivide that wider audience group and figure out exactly who you're targeting and how you're going to reach them.
Are you aiming your campaign at men or women, do they live in the city or in the countryside? Are they liberal or conservative? Rich or poor? The more you can drill down into the group(s) that you want to target, the more effective your marketing campaign will be.