Goldman Sachs defines Millennials as born between 1980 and 2000. They’re a group that grew up being nurtured by their parents, encouraged to question authority and advocates of work-life balance. They’re also extremely digital savvy.
Millennials depend on social media for information, news and trends. As consumers, they demand only the best from brands and aren’t afraid to speak their mind. Studies show that they’re not influenced by advertising, but that they respond well to authentic influencer marketing. It’s important for markers and brands to understand how Millennials use social media and how to not only get their attention, but how to hold it.
Social Habits Of Millennials
According to Forbes, there are eighty million millennials in America and they represent about a fourth of the entire population, with $200 billion in annual buying power. These statistics should make it obvious to you why this consumer group is on everybody’s radar. They have influence and power over what products and campaigns will and won’t cut through the digital marketing noise.
Millennials seek out social proof and reviews before making a purchase. They want to know the experiences and opinions of consumers like themselves, instead of what a brand says a product can do for them. Content that has the most influence over them comes from blog posts that are written by their peers because they see them as a trustworthy source.
Older generations tend to rely on books, magazines and TV commercials for information, whereas Millennials find social media platforms and their smartphones as reliable resources. They use social media to gather different opinions and views. Millennials know how to use their privacy settings and they aren’t afraid to do so. They’re also strategic about which platforms they use for different purposes, for example, Facebook dominates as far as how Millennials are getting their news and information.
Marketing To Millennials
Traditional advertising methods don’t work on Millennials. This fact is making it very difficult for brands and marketers to not only reach this group, but to adjust strategies in order to create more authentic and engaging ad campaigns. Millennials are very in tune with calling out inauthentic ads and modified images.
They’re not only trendsetters for their age group, but also older generations. Influencer marketing campaigns are gaining steam because they’re solutions that align with the behavior and habits of Millennials. Authenticity is way more important to this generation than the actual content. Building trust is a key component of winning over Millennials.
Thought engaging photos, video tutorials, blogs and memes are a lot more likely to grab their attention than product highlights and service listings. YouTube is a great avenue for showing or teaching an audience a new skill and. It allows brands and marketers to share valuable information through engaging tutorials and visuals. It also brands to portray their human side, which is appealing to this group. Millennials want to be part of the product development process, collaborate with brands and have some fun doing it.
Marketing to Millennials through social media is becoming less of a guessing game, and instead a marketing tactic that demands a strategy. Marketers and brands need to face the reality that traditional marketing efforts are not going to be successful with this group or generations to come.
Influencer marketing is a proven way to communicate and build relationships with Millennials and brand advocates. The more knowledge you have about how Millennials use social media and respond to advertising, the better equipped you’ll be to deliver marketing campaigns that not only get their attention, but that keep them coming back for more.