We live in a technological world. When consumers were once satisfied with stock photos, a brief description and a couple reviews, many consumers, largely Millennials, now have higher standards.
Let’s be honest. Failure to engage Millennials means it’s only a matter of time before your brand becomes totally irrelevant. It’s sad, but so, so true. In fact, by 2018, Millennials will have the most spending power of any generation (Bazaar). So, you might want to think about gaining credibility among them.
Today, there’s a much longer process before making a purchase. A large factor to consider is the shorter attention spans and attraction to image-based communication. More than 2.6 billion photos are shared on social platforms daily! Millennials love authenticity and timeliness. That’s why social media is so significant, because they can see if a brand is more than just their products or not.
If you want to target millennial audiences on social media, gain credibility, and engage with them, try to stick to these guidelines:
- Make sure you’re brand is relevant to the conversation. First thing you should know is that Millennials have no problem being vocal. If your brand has no credibility or is not relevant to their interests, they will be very quick to point it out. Therefore, if you are targeting Millennials, make sure that it’s a smart move and that you have a place in the conversation. If your brand doesn’t fit or speak to them, maybe you should try targeting a different demographic.
- If your brand provides an experience, share it. Even if you’re selling a tangible product, if you’re smart, you can connect an experience to your brand. Why? Because 78% of Millennials would rather put money toward an experience than an item. It’s no longer just about the product; it’s about the experience they get when they buy the product. Starbucks is a great example of a brand that sells more than their product. They sell a nice day in the park with a latte or a get together with friends and cappuccinos, and it shows in their social media.
- KISSS. No, the third S is not a typo. Keep it simple, sharp and short! With smartphones, laptops, and tablets, Millennials consume more information a day than any other generation in history. Since they have to process all of this content, it helps if your content is short and simple. Make is sharp with engaging visuals or relevant language.
- Be unique. Show the personality of your brand on social media with one-of-a-kind photos, a personal story, or a behind-the-scenes look at production or employees on their break. Millennials seek out brands that are different from the others. Find your differentiator and display it.
- Target by interest. Instead of targeting by age, try to target your posts by interests. This way, you’re not only reaching Millennials, but people who are also interested in topics that are relevant to your industry. Don’t target Millennials just because; make sure that the Millennials you are reaching are actually interested in what you have to say and in your brand.
- Be true to your brand and stay transparent. Take responsibility on social media. Tell your audience what your brand does great, and tell your audience when you made a mistake. Millennials are more likely than other generations to associate a brand with its back-end practices. You can also show your brand’s identity by sharing authentic photos and videos.
Today, content is consumed very quickly and at a large volume. You can successfully gain credibility and increase engagement among Millennials if you follow these simple guidelines. Just remember to not lose the identity of your brand while trying to impress these kids!