The future of your business could hinge on your social media marketing to millennials. The 83.1 millennials, who were born between 1982 and 2000, are now a bigger marketing target than the 75.4 million baby boomers, according to the US Census Bureau. These younger consumers represent over $200 billion in buying power per year, according to Barkley Advertising. They are the first generation to enjoy, engage and share digital advertising. If you want to develop a strategy for social media marketing to millennials, here are some tips from a study conducted by Yahoo, Tumblr, Razorfish and Digitas.
Keep It Fast And Varied
Don't depend on just one outlet for marketing. Millennials visit an average of five sites a day for video with 55 percent watching several clips a day on many different devices. They're likely to view your marketing efforts while doing one or more tasks at the same time, so it may prove harder to get their attention.
They prefer branded content that is short, entertaining or funny. They respond to video, images and text. Their busy and connected lives demand digital advertising that gets to the point quickly and offers a rewarding emotional payout at the end. If they like what they're seeing, about a third of them will share your ad with their family and friends. And then they'll seek out future messages from you by following your feeds or subscribing to your posts.
Acknowledge Their Values
Millennials value authenticity and transparency, so make social media marketing to millennials personal, real and devoid of deception. Over a third of them respond to messages that promote a cause or make them feel like they're doing good stuff. Be inclusive of different demographics, since this generation also values diversity and equality.
About 72 percent want social media content that concerns celebrities, 52 percent escape to the fun of sports and 44 percent want information on making the transition to responsible adulthood. Nearly two-thirds want to learn things from the social media marketing to millennials you offer with 45 percent looking for information on weathering a financial crisis.
Fuel An Escape With Creativity
Millennials often use social media and the Internet as an escape from the drudgery of the real world so show them how your product or service gives them the good life. They feel fulfilled if they can exercise their creativity, self-expression and entrepreneurial spirit. Marketing that is fun and positive will make them happy.
Mash together unrelated topics to come up with humorous clips and artwork. Show them a new way to look at their lives and different ways to achieve their goals. When possible, provide a clever rallying cry or meme that communicates your message.
Highlight Pop Culture
Your social media marketing to Millennials must spotlight what's new and trending, so it's important to keep abreast of pop culture, particularly if it concerns celebrities and what they're doing and thinking. Millennials are also nostalgic for their youth, which extends back to the 1990s and the music, brands, and TV programs of those decades. Designs and slogans of the past used to interpret current topics and culture have a good chance of going viral.
Teach Something New
Millennials want to improve their lives by absorbing something new. Feed that need by teaching them with how-to videos and posts. Help them discover the world by showing how things are made or what goes on behind the scenes. However, don't overwhelm them with anything long or drawn out. Break what your have to say into bite-sized chunks and connect them through links. They can then click if they want to continue learning or bookmark it to get back when they have the time.
Whatever you do, give some real consideration to your social media marketing to Millennials. They are the future of your business. If you want to be in business in five years, this is a must!
