If you read our recent blog post about reaching your target audience, you know identifying them is only half the battle—the other half is understanding how to market to them. Generational differences play a large part in determining how to best market your product or service, but there are always other influencing factors. Keep these tips in mind as you develop a marketing strategy for a millennial audience.
Millennials at a Glance
Millennials are the generation born between 1981 and 1996, making them around 25 to 40 years old in 2021. They are the largest generational group in the United States, making up 22% of the population in 2019. While it’s impossible to generalize the entirety of millennials as a whole, they are generally characterized as financially conscious, experience-oriented, and technologically savvy—a product of growing up with access to the Internet.
Utilize Social Media
You’d be hard pressed to find someone who denies that social media has become an integral part of marketing, but it’s especially true for the younger generations. According to the 5WPR’s 2020 Consumer Culture Report, 77% of millennials use Facebook daily, 70% use Instagram daily, and 66% use YouTube daily. Your social media content and ads should be optimized for these platforms. Use them to build your brand’s personality, engage with your audience, and network with other businesses.
Keep in mind that millennials tend to be wary of traditional, “pushy” advertisements, so your Instagram promotions shouldn’t sound like magazine ads. Millennials don’t need to be sold, convinced, or persuaded to buy your product or service; instead, concentrate on giving them a reason to seek you out.
Younger generations are quick to identify disingenuous advertising. Most millennials know what they want and don’t need to be talked down to by a brand; don’t be patronizing, and don’t downplay their intelligence. Gimmicky campaigns don’t fly—give them conversation. Allow them to offer feedback and demonstrate that you’re listening.
As much as possible, utilize humor and education in your marketing strategy, and try a more casual, conversational tone—avoid overly-formal corporate speech.
With rising social consciousness, many millennials take into account the values of the companies they choose to support. The 5WPR Report also shows 65% of millennials have boycotted a brand for supporting the opposing stance on a social issue. The generation, generally, prefers to align themselves with companies that know what they stand for and are prepared to show it. This includes transparency in business practices and culture.
Get an Endorsement
People in general, but especially the younger generations, trust recommendations that come from family, friends, or someone they’re a fan of. Don’t underestimate the power of social media influencers. With large audiences on both Instagram and YouTube, they’re a powerful way to promote your brand to a large base of potential customers.
Additionally, utilize referral programs; according to a survey done by Aimia, “Nearly half of Millennials (44%) surveyed are willing to promote products or brands through social media in exchange for rewards.” When someone recommends your company to a friend or family member, reward them with a gift or allow them to earn points that can be used in a company store.
Promotional products make great incentives for referral programs, with the added bonus of getting your company’s name out into the world. Whatever your marketing goals, Facetime Business Resources has what you need. Visit our online store, or check out our blog for more marketing tips.