Millennials. You’re either just hearing about them or you’re sick of hearing about them. We get it.
As of right now, millennials are the largest living generation since the baby boomers and there are currently 7.3 million of them living in Canada. Which means, they’re not going anywhere and if you want to see marketing success then it’s time to get to know them a little better.
What is a Millennial?
While the exact date range of what makes someone a Millennial isn’t exact, typically they are anyone born between the early 1980’s to the mid 1990’s. This generation has an interesting balance of knowing what it’s like to grow up without heavy use of technology, while still being introduced to it young enough that they can master it. Millennials are also extremely influenced by social media.
While it may sound drastic, if you choose to opt out of marketing specifically to Millennials then you might just be signing your own death certificate because Millennials are important, and they know it.
Today we are going to be taking you through all of our tips and tricks for marketing to this self-assured, diverse, (slightly narcissistic) generation.
Traditional Ads Don’t Work
Here are just a couple examples of traditional ads that don’t work for them: e-marketing campaigns, radio commercials, newspaper/magazine ads, and posters.
Why? Because they are impersonal. Millennials are interested in establishing some sort of connection with the brand as opposed to having it shoved in their face.
Therefore, the solution becomes creating personalized experiences with your marketing. A great example of this is YouTuber reviews.
Millennials want to feel like they are making their own choices. So, when they take the initiative to look up a product online and then watch reviews of other people using the product, they’ll feel more inclined to purchase. This is because their experience was with authentic content rather than an ad popping up on the screen.
Focused on Saving
Millennials are known for being that generation that doesn’t make as much as their parents. In addition, debt plays a huge factor in almost every Millennial’s life in one way or another.
Because of this, Millennials are focused more on saving than anything. According to Forbes, 1 in 6 millennials have already saved $100,000.
When it comes to marketing to Millennials, we suggest creating ads that play on this need to save. What does this mean? Well, basing ads around being self-sufficient, responsible and financially secure will see more success because that is what Millennials are focused on.
Work with Them
Millennials want to feel like they are a part of something. That is why it’s so vital to make them a part of the creation process. This involves shared content development, keeping in contact with them and building relationships.
A great example of Millennial collaboration is Glossier. Glossier is a make-up company that started as an online blog for all things fashion and beauty. Through the knowledge and feedback from their users, they built a skincare and make-up line.
Before each product is created, Glossier will launch social media campaigns to encourage followers to weigh-in on formulas, branding, and even packaging to ensure they are creating exactly what their customers want.
Focused on Social Media
If Millennials are your target, then your marketing dollars are best spent on social media. Social media platforms are just simply where you’re going to see the most traffic.
Now, if you feel like this was an obvious point then stay with us here. Because, it’s not just about making sure you’re ON social media it’s also about how you present yourself on social media.
Social media is forever changing and so keeping up with what is relevant is going to be your most difficult task. For example, five years ago people loved to read blogs about products before purchasing. Nowadays, people would much rather watch a short video that has enough content to educate them but isn’t too long that they click off.
Social media is a wave you have to keep riding and there is no getting off.
Word of Mouth
Millennials are all about recommendations. In fact, Millennials are 50% more likely to recommend a product or service by word of mouth than any other generation. This also includes product and service reviews which are used regularly.
I don’t know about you, but we never see a Millennial turn on a movie without checking Rotten Tomatoes first and the same goes for restaurants—you always have to check the online reviews. It is also for this reason that user-generated content is so popular amongst Millennials.
Keep things simple and honest. Nothing gets past a Millennial and if you have something to hide, they are going to find it.
User-generated content is a great way to display honesty to your audience, along with content development as we stated earlier. This will give your audience an ‘inside look’ on your product.
In a world where you are constantly being bombarded with ads, it’s the genuine content that is really going to stand out if you’re targeting a Millennial. So always ensure you are providing a genuine experience to your audience, rather than a classic ad with nothing organic or relatable to offer.
Posting ads on social media will only get you so far. In order to create content that will cause a millennial to stop scrolling, you’ll need to be relevant and keep up.
In order to do this, your first step is to stay informed on the updates of each social platform. Examples of this would include IGTV on Instagram or ‘Stories’ on Youtube. This will ensure you are always using the most relevant features on each platform.
Your next step will be to keep up with social trends. Examples of this include short videos, memes, swipe up’s etc.
In addition to this, staying up to date with trending topics will really help up your marketing game. If Prince Harry and Megan Markle just got married and you’re a bridal company who hasn’t posted anything—then you know you’re in trouble.
Don’t feel like you’re up to the Millennial marketing challenge? That’s okay, because we’re experts. We’ll help you formulate a marketing plan that not only draws in this complicated generation but makes them want to stay and never leave. Let’s get started.