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Every generation requires a shift in how brands target and research their audience. Their purchasing power, the ability to influence their peers, and reliance on technology makes them an important generation to consider when marketing your brand and products.

The 2020 Consumer Culture Report projects that millennials will rack up $1.4 trillion in annual spending and make up 75% of the global workforce by 2025.  Just think about it: 75% of the global workforce!

Millennials are a difficult generation to market to due to the fact that they do not respond well to traditional marketing strategies or tactics. In order to seize this opportunity, it’s crucial to understand what makes this audience unique before trying to reach them through typical marketing tactics. Their attention span is shorter than a goldfish’s, and their likes, dislikes, and preferences continuously evolve.

To win — and keep — their attention, marketing campaigns must be fun and engaging. Millennials are quick to change their mind, so maintaining their engagement with your brand is equally as important as attracting them in the first place.

 

Here are some tips for making your marketing more engaging to Millennials: 

Use Humor in Your Marketing
80% of Millennials claim that they are more likely to remember an ad if it is funny. Make sure that your content is engaging and meaningful. They consume a lot of content across various devices and have learned to quickly judge what content is valuable and what isn’t. If it’s not valuable to them, they will leave and won’t return.

Millennials are VISUAL Creatures
For millennials, a picture speaks more than a thousand words. Tips on Marketing to MillennialsThey prefer visual content over textual content, as is evidenced by the latest content marketing trends. Not only do they find it easier to consume, but they are also more likely to share it in their circles. Some dos and don’ts:

  • Embrace video. 81% of customers claimed to have been convinced by a brand’s video
  • Create different kinds of visual content (carousels, animations, GIFs, images) to break the monotony and liven up your feed
  • Don’t create a lot of sales-y visual content. It will lead to banner blindness and hardly get any traction.
  • Use video liberally

Bottom line is this:
If there’s one tactic worth investing in when reaching a Millennial audience, it’s video. Millennials spend 48% more time watching online videos than the average internet user. Quick, but entertaining, educational content on your site and social channels will go a long way.

Make it Instagram Worthy
Millennials spend a large chunk of their time on social media. Tips on Marketing to MillennialsThey see it as not just a way to stay connected to friends and family, but a place to find inspiration. One thing that stands out on photo-based social media sites, like Instagram, is the visual appeal. Make your product packaging exciting and aesthetically pleasing. “Shelfies” are real — a photo that includes a shelf or bookcase and may or may not include a person — and they often include products as well as books and other memorabilia. To take that visual appeal further, use consistent branding and design across all your marketing and advertising efforts. In encourage more organic social media presence, urge your customers to post about your product or service and reward them with a discount code or deluxe sample.

Pay Attention to User-Generated Content
Millennials appreciate getting recognition for their achievements, and thanks to social media, you can provide this to them simply by sharing user-generated content.

Doing this doesn’t only enable you to improve your relationship with your audience. User-generated content is a type of free promotion that’s effective in convincing people. People belonging to this age group like raw content. They’re more inclined to believe what their peers say more than the message that your paid ads deliver.

So, in addition to finding creative ways to hype your brand’s products or services, you also have to pay attention to what your audience says about you. When utilized properly, user-generated content can help you reach your target audience at a lower cost.

A good way to encourage people to post content about your brand is by holding social media contests. For instance, ask users to post pictures or videos of them using your product and tag you on their post. Or you can create specific hashtags for your contest and ask people to use it in their captions to make it easier for you to find them.

Innovation is the key. Millennials switch brands.
Millennial market research performed by Daymon Worldwide suggests that only 29% of Millennials will buy the same brand, which is a much lower brand loyalty score compared to previous generations. 

This indicates that brands must do more to attract and keep Millennial customers, leading to the need for constant innovation on marketers’ and service teams’ parts.

Provide experiences
Connectivity means sharing. Give this audience something worth talking about. Millennials tend to be drawn to marketing that promotes a lifestyle, rather than just product benefits.

CONCLUSION:

The bottom line is that millennials are both the present and the future of our economy. These young adults and teens are figuring out the world right now, so make sure your brand is there during their journey. Follow these three tips to fine-tune your marketing plans and build a robust millennial following.

Millennials can be a difficult demographic to market to. However, if you take the time to understand them, their values, and aspirations, it becomes a little easier. Stay away from schlocky sales speak and instead communicate from a place of authenticity, transparency, and highlight your values. A combined print and digital strategy and Instagram worthy packaging can bring your brand to the next level with this challenging target market.