Millennials know technology and they’re not afraid to let everyone know about it. Their social influence is significant enough that you should be building relationships with millennials and working them into your brand strategy.
They’re a special breed of influencers that can have a large impact on amplifying your brands voice and products. They take pride in their own individuality. In fact, not all millennials even use social media the same way, and their differences in behavior on social media platforms may surprise you.
Demographics & Platforms
The research is in and it proves that you shouldn’t group millennials into one general bucket of users. Venture capital firm Battery Ventures and market-research company Ipsos surveyed more than 1,000 people between the ages of 20 and 35, so they could have data to support their assumptions about millennial’s habits and practices on social media. The research reveals some key differences worth noting.
- Millennial women are more likely to skip signing up for Snapchat and Twitter.
- Millennial men are more likely to forgo Facebook and Pinterest.
- Instagram and Snapchat are popular with 20- to 25-year-olds, while people in the 26–35 demographic are far less likely to have accounts on these platforms.
- Facebook takes the cake, boasting more engaged younger users than all of the other platforms combined.
This data supports why you shouldn’t slap all of the social media icons in random order on your pages. You need to be flexible and adapt to your target audience’s behaviors. Even within this particular generation there are different segments of behaviors and tendencies based on age.
Millennials are one of the most diverse and educated demographic brands have seen yet. Their impact within business, technology and marketing can’t be ignored. They make up a large portion of the workforce and are changing the way institutions function.
Millennials are impacting marketing strategies in all sorts of new ways. They want to make meaningful dents and changes in the real-world, and they won’t stop until they’re heard. Brands are starting to recognize this and use younger generations for campaigns and influencer marketing programs.
It’s no secret that social media platforms, digital advertising and mobile marketing are some of the best ways to get your product in front of consumers these days. Millennials grew up using technology and social media accounts and platforms are second nature to them. If you play your cards right, they can be some of your biggest and boldest advocates.
Implement a Strategy
The blanket strategy will not work for this group. Honestly, it’s often all about “me” with this generation, and they tend to only respond to personalized brand outreach and content. You have to carve out dedicated time to find influencers, then interact, build relationships and engage with them. Brands need to be able to relate to millennials on a personal level by delivering carefully constructed and tailored messaging.
Millennials have even been labeled as alpha-influencers, which means they’ve been known to shape the behavior and purchasing decisions of their social circles. You can see how working this group into your influencer strategy is beneficial to your business and bottom line. They deliver results and can even make an impact on your sales. Peer influence among millennials has never been greater. Brands are no longer marketing to millennials, millennials are marketing to their peers. They don’t want to be told what to do, they want to be part of the decision-making process and your strategy.
Millennials and social influencer campaigns and programs are crucial to your brand’s marketing success. The statistics speak for themselves, this generation is making a real impact on businesses and institutions everywhere. In order to be successful working with and marketing to millennials, you need to personalize your outreach, messaging and social media influencer programs.