For businesses that want to reach millennials, social media is key. There are currently 80 million millennials in the U.S. and according to AdAge, millennials are spending an average of 25 hours per week online. Here are a few facts about millennials and marketing:
- Millennials express themselves through brands. According to BCG Perspectives, 40% of millennials are willing to pay extra for a brand or product that reflects the image they wish to convey about themselves. And 60% of millennials say that the brands they buy reflect their style and personality.
- Millennials want to be your friend and create a meaningful connection. This group loves content that is crafted with their best interest in mind, rather than the urge to spend money. Don’t push them to “buy”, push the experience you want them to have with your brand.
- They love word of mouth. 95% of millennials say that friends are the most credible source of product information, so try to create brand evangelists because they will be your best friend!
- They love mobile. 85% of millennials in the U.S. own smartphones, so be sure to optimize your mobile page. But because mobile devices are so personal, millennials don’t want to be bombarded with sales messages.
Brands need to create engaging, aspirational and authentic content for social media to engage with this generation. Here are the top social media platforms and how to engage with millennials on each:
Snapchat. Mashable found that 77% of college students are using Snapchat on a daily basis. 70% said they’d add a brand on snapchat if they also followed them on another social network. Brands are using Snapchat to capitalize on “micro-moments” when they use geofilters and discover channels. As a brand, you must be contextually relevant and engage in a playful way. Dunkin’ Donuts exclusively allowed Snapchat users to walk into stores and receive a free cup of coffee. Make something happen that is exciting for the consumer when they connect with your brand on Snapchat.
Facebook. Millennials communicate through Facebook instead of through a “Contact Us” form on a website because it prompts a faster response. Most millennials don’t post regularly, but instead to find out about news around the world and show support for things they care about. Quality is the way to go with this platform, rather than quantity. And creative visual and video marketing are the best options when it comes to marketing to millennials through Facebook.
Instagram. This visual platform allows millennials to creatively express themselves. For brands, Instagram can be the perfect outlet to share creative, artistic images that showcase your product. Millennials don’t want to see stock photo images, instead they want to see your products in an original, creative way. Try showing “behind the scenes” images to give your followers a sense of exclusivity. If a millennial is using your product, don’t be afraid to feature them. They will let their followers know and you’ll have a lifelong brand advocate.
Twitter. The speed of Twitter allows millennials to stay in the loop. It also allows users to connect with the brands that they love. And as a brand, the opportunities are endless when it comes to engaging with millennials. Always be consistent and interact with your followers. Use events that are related to your brand and portray your brand in a fun, playful way that will get millennials to engage with you. If they connect with your message on a personal level, they will be loyal to your brand and share this with their friends.