Millennials, also known as millennials, include individuals born between the 1980s and the year 2000.
Why is this a particularly attractive target in marketing today? Because for the first time in a long time, this demographic group is more important than the generations that precede them. But it also has very different behaviors from their predecessors with the Internet and social networks.
In this article, we will guide you to help you reach them if they are part of the target of your business.
To capture their attention, know already that it will be necessary to be creative, tendency and to make the buzz. Indeed, beset with information on their screens, they tend not to react to conventional communication strategies.
To make the buzz, it is necessary to handle the references of the moment (memes, gif …) with precaution. Everything goes very fast on the Internet and a hyper viral reference one day can be totally deserted the next day and serve the brand or the company that will use it again.
The attention span of this generation is significantly lower than that of previous generations. To please them, your communication and content should be concise to read and share quickly.
Whenever possible with your activity and content, it’s best to use a familiar tone. The goal is to challenge them individually.
Millennials have values oriented towards egalitarianism, ecology and humanitarianism. They will therefore be more sensitive to arguments in these areas, provided they are used authentically and not in recovery to attract them.
Social networks: an obvious way to reach this generation
As an ultra-connected generation, you cannot expect to reach millennials without being present on the different social networks they use. But a presence will not be enough, you will also have to adapt the content broadcast to the specific use of the social network: their expectations will not be the same on Facebook as on Snapchat or Instagram.
The best format is video to showcase your brand and its universe and increase the profile of your business. The Millennials read little, they prefer to see.
The tradeoffs between the different social networks will be different to reach them. Facebook, less “young” is abandoned by this generation who will prefer Snapchat (more than 46% of users are under 24 years). More visual, Instagram (which 60% of users are between 18 and 29 years old) will be more appropriate than Twitter.
But with Generation Y impossible to fall asleep on your laurels, you’ll need to be on the lookout for trends and statistics on your pages to know what content they expect from you and where.
The importance of good targeting for social advertising
Social networks are primarily used to interact with loved ones. Millennials will see as aggressive or intrusive any misleading advertising for to get more followers on your social network profiles (which does not interest them or worse does not concern them).
You will need to make sure that you offer personalized content for each segment of your target instead of massively distributing the same, more neutral content.
The brand is a key concept to reach this generation, you must ensure to offer content and fun and practical advertisements that encourage them to discover your business.