Every blog seems to be talking about millennials these days. Even though you may be tired of hearing about the most connected generation, there's no denying its importance to brands and businesses. These young adults aged between 18-34 years have an annual buying power of $1.3 trillion. However, millennials do not respond to traditional marketing methods. They have unique patterns of connectivity, spending, and values. While they prefer to connect through mobile - Nielsen reports that more than 85% of millennials own smartphones - and are always connected, most brands and businesses don't know how to reach them.
Social networks are a major part of millennials' lives. In fact, millennials can be called masters of social media. Most of them visit social media platforms at least once a day. The generation spends about 18 hours every day consuming media - often different forms at once. According to research, Facebook is the social network used most by millennials. Other networks they love are YouTube, Twitter, Instagram, Pinterest, Reddit, and Tumblr. So, how do you connect with the generation that's always connected? By creating a social media strategy that targets it. Here are the top social media strategies for millennials.
Find Out Their Preferred Social Networks
You cannot afford to focus your marketing efforts on one platform. Millenials use different networks for different purposes. They use Pinterest to find art and design products, Facebook to engage with their peers, and Twitter to learn about current events. 20 to 25-year-olds prefer Snapchat and Instagram and have accounts on the mobile apps. Remember that where your audience is depends on their gender and age and also your offerings. When creating social media strategies for millennials, do not target one group. You'll easily get tuned out as there's so much noise on social media. Include different demographics as the generation places high value on equality and diversity.
Make Use of Social Media Ads
Social ads are ideal for smartphones. They are smaller than banner ads and appear in users' news feeds with brief descriptions. Facebook native ads are clicked on more frequently than traditional banner ads which appear on the right sidebar. On Twitter, promoted tweets have more engagement rates. Create social ads which target millennials and change them often. When people see one ad too many times, they get bored and stop clicking. When your click through rate drops, Facebook increases your cost per click. Comments, likes, and click-throughs become more expensive and your engagement and acquisition campaigns are affected. Rotate your ads every 3-5 days to ensure your content stays fresh and engaging.
Ever wondered why Instagram is so popular? The platform engages millennials via pictures and allows them to edit and share content creatively. You should prioritize creative expression when developing a social media strategy. Use images, videos, and infographics to target younger demographics. Millennials gravitate towards online videos than other mediums. Adding visuals will also open up new SEO routes for you.
Millennials value transparency and authenticity. They rank genuineness over content when making a buying decision; they have to trust your company before they even think about buying your products. Additionally, they don't consider price the main differentiator. If you want your brand to be seen as epic, make it stand out. Create a unique story that showcases your true brand identity. Ensure there is no form of deception as millennials don't respond well to sales gimmicks. They are very good at identifying ulterior motives. While they want to consume new content and technologies, they are highly sensitive to businesses that don't seek a win-win situation.
As is the case with any other generation, millennials are always looking for value. Does your marketing strategy add value? If it doesn't, it will not be effective. Bear in mind that millennials don't want to get the best for less, they like knowing they are part of an exclusive club. Look for a meaningful way to connect with them. Don't put a clever line in an ad and expect millennials to be blown away. Instead, personalize your message for each user and you will succeed in spreading it.
Be Engaging and Relevant
Millennials are more likely to view your marketing efforts as they carry out one or more tasks. It can be very hard to capture their attention. They prefer content that is short, funny, and entertaining. Because they live hectic lifestyles, they do not have time for advertising that doesn't get to the point quickly or offer rewarding emotional payment at the end. They also don't accept messages at face value. This means they may take time to carry out the action you've requested for. They have to conduct online searches to find out if your brand offers relevant solutions to real-world problems. If they like what they see, they will share your content with their family and friends.
About 95% of millennials look to their friends to learn about new products. If you engage a customer base in this generation, you will create brand ambassadors and experience better results than you would if you used another form of online marketing. The best way to spread your message to millennials is to ensure millennials help you to spread the word. Be engaging, relevant, and build your community as you share your products and services. If you don't, millennials will just see you as part of the unavoidable noise of a connected world.
As you well know, millennials grew up using products and services which offered convenience. This is the reason why they love brands and companies built around convenience and ease of use. Millennials love instant gratification - texting, tweeting, and instant messaging. Therefore, make your content short and captivating. It must capture the attention of the viewer and stick in his head.
Developing social media strategies for millennials doesn't have to be an uphill task. By targeting different platforms, offering value, and engaging users, you will definitely make a mark on this demographic. Segment millennials and go down to the exact buyer you are targeting. This generation is extremely diverse so the more segmentation you attain, the more successful your marketing strategy will be.
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