3 Ways to Improve Your Brand’s Relationship with Millennials
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Everyone knows that it’s important to reach Millennials and effectively engage them moving forward, yet very few brands do it well. This is a problem, as Millennials have more than $200 billion in annual buying power. If you want to maximize your marketing efforts – particularly your social media efforts – you need to understand what makes millennials tick and how they want to engage with your brand.
3 Tips for Engaging with Millennials
Did you know that only one percent of Millennials trust advertising? In other words, 99 percent of this all-important demographic distrusts traditional advertising and views it as manipulative and unauthentic. That’s why social media marketing is so powerful. It’s viewed as a non-invasive form of engaging with Millennials. However, you must use it in the right way. Let’s review some of the top tips to make sure you’re utilizing social media as best you can:
1. Focus on Big Issues and Causes
Millennials care a lot about progressive issues and causes involving human rights, the environment, and social justice. If your brand can find a way to align itself with a good cause that Millennials support, you’ll be much more apt to connect with your target market.
Take, for example, solar energy. According to those with firsthand knowledge in the industry, if you’re able to demonstrate that “your company cares about its social and environmental responsibilities,” you’ll gain a much stronger foothold. You can then leverage that foothold in the future to directly benefit your brand’s perception.
The point of the story is that you can’t be a sunshine pumper for your brand. You have to make your social media presence about more than just the company and the products or services. Meeting Millennials where they are and showing them that you care about relevant issues is a good pace to start.
2. Develop Influencers
Research shows that Millennials trust user-generated content 50 percent more than brand-generated content. They also find it 35 percent more memorable. By inviting followers to post/share/tweet/text content that frames your brand in a positive light, you can develop influencers that add credibility to your brand.
Urban Hilton Weiner, the clothing company, is a great example of creatively leveraging user-generated content to develop influencers. They promoted a marketing campaign in which users were asked to post a picture of themselves wearing an Urban Hilton Weiner item with the hashtag “#urbanselfie” in order to get a $10 off coupon. It worked like a charm, allowing the relatively unknown brand to gain significant visibility in the form of social proof.
3. Be a Storyteller, Not a Marketer
Millennials are fond of storytelling and experiences, not simple advertisements. They want you to develop a brand story that allows them to follow along and feel like they know you. Lots of companies are utilizing storytelling right now, especially in the insurance industry. As you probably know, companies like State Farm, Progressive, and Allstate all have their own fictional characters and have developed robust stories around them. Each of these stories is very popular with Millennials and serves as proof that storytelling is key.
Stories and experiences keep users engaged. There has to be some congruency to your marketing efforts if you want to stand out above the noise that other brands spam their user’s newsfeeds with. When it comes to social media, how can you invest in storytelling? This is a question to seriously consider moving forward.
Make Millennials a Priority
Millennials have to be a priority for your brand moving forward, and the best way to reach them is via social media. Using these three tips, discuss different strategies with your team and hone in on specific ways you can utilize social media in the future.
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