Millennials — young adults between 18 and 34 — have an annual buying power of $200 billion. Marketing to Millennials can be difficult — we are against traditional advertising and in-your-face ads. We often look to our friends for advice or to complete strangers who are subject matter experts.
Because Millennials are complicated, I’m here to help you understand my generation and how to connect with someone like me. Below are some tips:
Deliver Authentic Content
Marketers need to create stories, videos and images that are both relevant and valuable. Millennials spend tons of hours online each day — liking, snapping, tweeting, vining, blogging and scouring websites to find content that resonates with us and we share it with our friends.
Gone are the days that a simple print ad in a magazine will make us jump to buy your product. We trust strangers’ opinions more than what your brand has to say about itself. In fact, 84% of Millennials say user-generated content has at least some influence on what they buy, and 73% say it’s important to read others’ opinions before purchasing. We follow influencers on social media to help us make buying decisions. To get your message heard by Millennials, tap into Millennials who are brand evangelists to spread the word about your product.
Engage with Us
It’s 2016; the White House is on Snapchat and presidential candidates are on Twitter. It’s time for your brand to have a social media stance and strategy to engage this demographic — we want to talk with you and not just listen to brand messaging.
Share it on Instagram
With 400 million active users (many who are between ages 18–29), brands should be engaging with Millennials on Instagram. This visual platform enables users to curate their feed with their favorite brands, friends and influencers. Yep, we’re following the very influencers who you can engage with to help further your product/brand’s reach.
Share your Story Snapchat
For a long time Snapchat had a bad reputation, but with the launch of Snapchat Stories and the Discover features the app has moved past inappropriate image sharing. For people not familiar with it, Snapchat is a platform for sharing photos and videos that “self-destruct” within a certain amount of time after they have been viewed.
- 100 million daily users
- 7 billion daily video views
- 71% of Snapchat users are under 34 years old
- 30% of U.S. Millennials use Snapchat regularly
But can you really use Snapchat for marketing? For the skeptics out there, the people who just “don’t get it” or believe that it’s “only for young people who have no purchasing power anyway,” you are wrong. Snapchat lets you engage a smaller community of your biggest fans — people who are genuinely interested in what you have to say.
Snaps take very little time to create, which means you can crank out new content daily without killing your staff.
We Are More than our Devices
While it’s hard for some to believe, my generation is not technology-dependent. I still remember the time we had to use dial-up, log in using crazy AOL instant messenger names, not having WiFi, not owning a cellphone, and didn’t speak in hashtags. #90sBaby. All this to say Millennials see great value in “unplugging” from their Instagram, Snapchat, Vine and Facebook life. We believe in having a balance between online and offline interaction. There needs to be a full omnichannel approach to how we are marketed to, because we move seamlessly between our online and offline worlds.
Marketing to Millennials doesn’t have to be difficult. Cultivate a relationship with us to stay top of mind and keep your message short and sweet. Provide value in what you have to say, because there’s nothing worse than boring display ads.
How do you market your product or brand to Millennials? Tweet us @moweragency and let us know!