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Marketing To Millennials

Millennials, also known as Generation Y, are the demographic cohort following Generation X and preceding Generation Z. Researchers and popular media typically use the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years. Millennials are sometimes referred to as ‘echo boomers’ due to a major surge in birth rates in the 1980s and 1990s, and because Millennials are often the children of the baby boomers. The characteristics of Millennials vary by region and by individual, and the group experiences a variety of social and economic conditions, but they are generally marked by their coming of age in the Information Age and are comfortable in their usage of digital technologies and social media.

When reaching out to millennials, it’s better to form a connection with them rather than just promoting your product in a dull and boring manner. 62% (https://www.socialreport.com/insights/article/360020327191-The-Complete-Millennial-Marketing-for-2019) of millennials want brands to be authentic and actually interact with them. Form a relationship. Try getting on the same level as them. If a customer has an issue or a question, try replying with simple words and not too many technical terms; keep it short and sweet. If they leave a review, respond to it. So, keep it going back and forth. This makes customers feel valued.

The main two social media platforms that millennials are hooked to are Instagram and Snapchat. Make sure you’re on them. 90.4% of millennials use social media. (https://www.oberlo.com/blog/social-media-marketing-statistics).  Out of that, 64% use Instagram (https://sproutsocial.com/insights/instagram-stats/) and 78% of users aged between 18-24 use Snapchat. (https://99firms.com/blog/snapchat-statistics/).

Some ways to use Instagram to target Millennials are:  

Instagram stories allow the users to view a 10 second video or a just a photo within 24 hours. When users follow your page, they can get notifications when a story has been updated. Stories increase engagement and is a fun feature. (https://socialmediaexplorer.com/content-sections/tools-and-tips/how-brands-target-millennials-instagram/)

This can be further improved by using custom-brand filters or stickers. It attracts the millennials. For example, there is a question sticker that allows you to ask a certain question and users can reply to those stickers. Similarly, there is a voting sticker that allows users to vote. This increases interactivity and engagement (https://later.com/blog/how-to-increase-instagram-engagement/).

Other than advertising your product, produce content or give your opinion on latest trends or the next big thing. Millennials would appreciate such gestures.

Since Instagram isn’t really an ad platform, don’t just advertise your products, bring in some color and personality. Show who you are as well. Make it intimate. You can it more fun by organizing small competitions with a small prize or giveaways for your users.

Go live. Take full advantage of the live feature of Instagram. Talk about general things and a bit about your product.  

For Snapchat, again, the ‘My Stories’ feature can be used to talk to your customers and listen to them directly.

A ‘behind the scenes’ story can be uploaded. This brings users closer and makes them feel more connected to your brand.

Broadcast snaps can be sent out to your followers related your brand. It just makes advertisements much more fun for users; especially millennials.

Create custom geo-filters and location-filters. Having your brand filter makes you much cooler to millennials. (https://www.nimble.com/blog/5-strategies-brands-can-use-to-target-millenials-through-snapchat/).

If you’re a smaller company, try reaching out to local influencers so that they can post images or videos of them using your product, or even just talking about your product. Influencers majorly affect millennials. (For both Instagram & Snapchat).

Other than Snapchat and Instagram it is better to have a page on all major social media platforms.

What places to target? Here are some facts: The number of millennials in China is more than the entire population of U.S. Millennials are on the verge of outnumbering baby boomers and the generation X.  Millennials are mainly city dwellers. 17.2% of Japan’s population, 17.8% of Spain’s population and 16.9% of Italy’s population are millennials. (https://www.ft.com/content/f81ac17a-68ae-11e8-b6eb-4acfcfb08c11).

Contributed by Hashtag Social



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