Millennials are changing the way brands can market, and they’re only going to become a stronger, more influential demographic as they get older and take on more purchasing power. If you’re still pumping out look-at-me, one-sided ads to millennials, to put it in their language: You’re doing it wrong.
Millennials grew up using personal computers and smartphones; it’s been a part of their daily lives since they were teenagers or even infants. Because of this, they have grown up to consume information differently than generations before them. Whereas an older adult might have gotten their information from the print newspaper and the evening news, millennials get their news from social media platforms, from places like Snapchat, Twitter, and YouTube. If you want to connect with this much sought-after demographic, you better not be relying on traditional static ads.
Because millennials communicate mostly over social media, it has become increasingly hard to market to them. How do you pitch a product to a twentysomething over Facebook? Do you just run a straight ad? Do you say “Look at us. We’ve got great products!” Not if you want to connect with millennials, you don’t.
Millennials are savvy, arbiters of cool. They can see right through your advertisement and they won’t give it a second thought. When seeking out trusted brands, they don’t do ads; they find out which brands are worth checking out from friends and by interacting over social media. Rather than blast them with ads, you’re better off pushing out content they will like and getting them to interact with you, building a community in which they want to be a part of.
If you’re still going the old route, and your marketing strategy is based on dated ads, stop right now. You need to change your marketing strategy to one where your brand is more of a trusted community than some business always hocking a product. Millennials do not want to be talked at; that is very clear. They want to communicate with a brand and they want to be rewarded for doing so. Are they sharing your content? Pick some users and give them coupons, freebies. Make your brand feel down-to-earth, approachable, like the people behind it are actual people just like them!
Rather than spit out ads, churn out quality content that millennials will want to consume. Got a funny video? Maybe something that tugs at the heartstrings? How about a fun infographic that relates to your industry in some way? By providing users with rich content, they will keep coming back to you and look to you as a “with-it” sort of brand. Not only will they keep coming back, but they’ll likely share your content and get more people interested in your brand. It’s an awesome strategy to adopt and paramount if you want to connect with this demographic.
Keep in mind that millennials, because they grew up with gadgets and gizmos, are always on the lookout for the new thing in tech. Be sure to keep up with the latest tech in order to earn millennials’ interest. For example, Facebook recently started offering livestreaming video, which is a cool new way to connect with users. Adopt new concepts like these, and do it quickly, and you’re much more likely to be on the same wavelength as millennials.
By now you should be looking at your marketing strategy and gutting it, replacing it with new tactics that will help you connect with millennials who don’t care about your ads. Stop with pushing out content that only relates to your brand and start pushing out content that offers value to millennials. Otherwise, you’ll just be another lame brand left in the dust.