mt-magazine-Jul18

Marketing to Millennials
Millennials are a different breed than
Gen Xers. Millennials were born between
1980 and the late 1990s/early 2000s. In
other words, they’re between the ages
of 18 and 38. Facebook is still their mostused
social site, but they also spend a lot
of time on Instagram and Snapchat.
Millennials are the first generation of digital
natives, which means they’ve seen it all
when it comes to online content. They’re
far more likely to share viral content like
memes and GIFs than Gen Xers are. Millennials
want to be entertained, so the
content you create should be informative
and entertaining. Examples might be
how-to videos, behind the scenes tours,
and things of that nature.
The most important defining characteristic
of Millennials when it comes to marketing
is that they are inherently distrustful
of content that’s created by brands and of
sponsored content in general. They’re far
more likely to put their trust in user-generated
content (UGC) and online reviews
than on anything you say about yourself.
The solution is to encourage your followers
to create content on your behalf.
A good example is Starbucks’ White Cup
campaign on Instagram, which asked
followers to decorate plain white cups
and post pictures of them. They had to
use Starbucks’ special tag to enter the
contest, which gave Starbucks the opportunity
to share that content with its
followers.
Here again, it’s a good idea to create a
targeted ad campaign that is directed
at Millennials. By choosing the right
content to promote or making an
ad that will appeal to your Millennial
followers, you’ll increase your chances
of reaching them. It’s also a good idea to
time your Millennial-targeted posts for
when they’re most likely to be online:
between 8 PM and midnight.
Keep in mind that Millennials now make
up the majority of the work force in the
United States and have a ton of buying
power. You should allocate your Facebook
advertising budget accordingly.