If you are wondering how to improve your digital marketing strategy, knowing what content resonates best with millennials is essential.
This cohort was born between 1981 and 1996. As you are probably aware, it might be tricky to engage them effectively. This demographic grew up around technology and is aware of many marketing tactics. Moreover, it is one of the most lucrative segments for any marketeer simply because this cohort is currently the biggest.
Reaching them sounds easy because they are active online and have accounts on almost every social media platform. However, it’s often very tricky. They know exactly what they want, and if the content is not useful, engaging or entertaining, they are not going to buy it.
That’s why in this article, we will go over the best type of content to target millennials effectively.
Almost every generation consumes a lot of content. Nonetheless, millennials are the leaders. They read articles, and blogs, watch online shows and scroll social media platforms. That’s why it is important to have a strategy for all touchpoints they might be in. What is more, the content has to give value. Nowadays, brands must develop a content strategy which not only aims to sell them something but also to give more.
If your brand’s message doesn’t resonate with millennials, they will simply not buy it. Moreover, they are very busy with their lives and don’t like wasting time. That’s why your content should give them useful information. Some examples are providing them with a free PDF, access to exclusive content or fun and engaging videos.
The majority of millennial customers are likely to change brands if a particular company supports a social cause that is important to them. Moreover, they will do it even if the price tag is higher.
That’s why it’s important to support social causes. However, remember that millennials know a lot of marketing tactics, and simply making content about something but not actually doing it is definitely going to backfire.
One of the best examples is Pangaia. This brand is well known for supporting sustainability and various other social causes. In 2011, they launched a campaign around Black Friday with the slogan “Don’t buy this jacket”. It encouraged people to think if they really needed a new jacket. Surprisingly this campaign resulted in 40% profit growth later that year.
User Generated Content
User Generated Content, or UGC, is one of the best marketing forms which can target millennials effectively. Not only is it very authentic, but it is also free. You should encourage your customers to post pictures of your products on their social media. Then you can share it on your profile which is going to add to the authenticity and also will turn them into brand ambassadors. Most customers would like to be featured on their favourite brand’s social media, and with millennials, it is no different.
From research, we know that they love authenticity, and 60% of social media users usually say this is the best type of content. One of the easiest ways to encourage shoppers to post pictures of your products is to ask them to use hashtags relevant to your brand for a chance to be featured on your company’s website.
Millennials were the first generation to grow up with technology, such as video games and had access to the internet. That is why they enjoy interactive content.
Nowadays, many brands are implementing marketing strategies that leverage interactivity. The reason is that there are so many ads out there that it’s hard to cut through the noise, and our attention spans are getting shorter and shorter. What is more, customers want more personalisation, and this type of content is the best for that.
Some of the most popular interactive content are puzzles, quizzes, dynamic infographics and polls. Not only will it engage millennials, but it will also improve your brand perception, and personalisation can be used as an effective word-of-mouth strategy. Your customer can input relevant information for personalised results, which can then be shared with friends, family and people on social media.
To target millennials effectively, you must really understand where your audience is and what they like. Long gone are the days when customers were just information receivers. You must create highly engaging, relevant and useful content to acquire and retain customers. If done correctly, it’s one of the best strategies to turn them into brand loyal fans.