Times are changing. The latest Pew Research figures show that by 2019, at 73 million, millennials will overtake baby boomers in population, becoming America’s largest adult generation. Loosely defined as those between ages 21 and 34, millennials are a unique demographic that have come of age in the digital era.
So, what does that mean for us as brand marketers? When it comes to connecting with millennials, video marketing remains the single-most effective channel that influences what they buy. Yet, there is so much more to consider when we look at how to make memorable brand impressions with this target audience. Here are a few ideas to help guide you:
Be socially conscious. Millennials make purchase decisions based not only on products—but on how products and brands make them feel. Tout those important things about your brand, such as efforts/practices that are environmentally responsible or the opportunities your company affords those in need in your community.
Be authentic. Millennials want real brand connectivity—and they can see right through a self-serving promotion. Instead of traditional sales tactics, try boosting personal interaction like replying to customer reviews, using an online contest to drive interest surrounding your brand, or sharing posts by your team members or customers.
Be engaging. Studies continue to reinforce that millennials value experiences over products, which is why experiential marketing is essential. Brainstorm creative ways to promote interaction with your brand. Sponsor a yoga class, create a pop-up store experience: Engineer opportunities for people to connect with your brand—and create simple ways for them to share their experiences.
Be visual. Digital dependence is growing: Nearly half of all millennials look at their phones more than 50 times a day and 25% spend more than 5 hours every day on their smartphones (B2X 2017). With all that scrolling content, use bold graphics and call-outs to cut through the clutter and communicate your brand message with clarity.
Be social. A recent study by Annalect showed 47% of millennials claim that social media has helped introduce them to new brands; and 71% are more likely to buy from brands they ‘like’ on Facebook or follow on Twitter. Revisit your brand’s social media presence and be sure it aligns with your core values.
Be accessible. Lead with mobile-first design. With 80% of social media time spent on mobile devices, it’s imperative that your digital content be optimized for mobile platforms.
How do you connect with your millennial customer base? Join the conversation on Shamrock’s Facebook page.