Millennials have bad reputation. We’re often labeled lazy, entitled and too sensitive. Millennials can also be a difficult group to reach through marketing. Being tech-savvy digital natives, we do our research and shop around before we commit to a brand. Here at VIBBIO, we’re 90% millennials, so in this post, we’re going to share some of our thoughts when it comes to marketing to our generation.
To reach millennials, you need to be where they are. Young people are often early adopters of new social media platforms, and therefore define the norms of use. Right now, the social media sites that are dominated by millennials, are:
“Be where your audience is” is one of the basic rules of marketing. However, sometimes it is smart to take a little bit of time to review how the early adopters are using it. Branded content is not usually the most popular content for users of this age group, so you have to do it in a smart way.
Being on the right platforms is definitely important, but not at any cost. Make sure to always tailor your content based on the platform, the type of interaction that is most common there and the type of users that inhabit it. Create content that is of value for the type of users on the platform,
Millennials today care about authenticity, so most importantly you need to make sure that the content is authentic to your brand.
Tools and technology
On most of the platforms above, video is a key feature. If you don’t use video marketing today, millennials will quickly lose interest in your content – they don’t typically spend time reading long articles or blog posts, so telling your stories through video will help you reach this age group.
But, as we like to say – not all video is smart video. You need to tailor each video to both target group and platform. What platform you are posting on should inform the type of content, but also the length and format. If you are posting on Instagram – why not test out vertical video on Instagram Stories? For Facebook, you should keep your videos short and to the point, while on Youtube, you can play around a bit more with the length.
- Be where the millennials are
- Make sure your content is of value to your audience, but don’t sacrifice authenticity
- If you don’t want to look like a digital dinosaur, take advantage of new tools and technologies to keep your marketing fresh (like Instagram Stories!)
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