Marketing to Millennials: Social Media

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Posted by Stephanie Leschman - 05 February, 2018

After I filled my plate with chips, dip, and hot wings, I put forth my best impression of Sheldon Cooper (from the Big Bang Theory) as I looked for the perfect seat. Once I was centered and in front of the TV, with ample sound and comfort, I was finally ready for the big game, the Puppy bowl! 

In order to appropriately prepare for this event, I had to do my research. Investigate what teams were playing, what were the players stats like, and ultimately, the big question, who did I want to bet on - Team Fluff or Team Ruff (this was a big decision.) Now, being a true millennial, I couldn’t just watch the game on the television, I needed to be interactive. I wanted behind the scene access through Twitter, to follow the puppy bowl on Facebook Live, and to watch the Animal Planet YouTube channel. Thank goodness, I updated and downloaded all the appropriate apps to sustain my viewing experience through all the different social media platforms. I think it is safe to say, the NFL Puppy Bowl marketing team knows how to market and connect with their audience.

When it comes to marketing, especially to the millennial generation, there is a lot to understand! Through this blog series of marketing to millennials, we have discussed making your marketing meaningful and advertising tips that will attract. Now, it’s time to understand how to meet your cliental (aka millennials) on their turf, through social media. We are glued to our phones, and tablets, and there is no faster way to connect with us. But how do companies need to use social media to be effective and turn around results?

How to Reach Us

Companies probably feel that the millennial generation is hard to understand, or it is tough to keep us hooked for a long period of time. Actually, millennials are quite simple. Millennials spend so much time scrolling through websites, Facebook, Twitter, etc.., so, the best way to make us stop and click, is to feature eye grabbing pictures and catchy headliners. Why, you ask? It’s because we are visual! Over 50% of millennials say that their favorite websites use incredible graphics or produce well-written, accurate content, that they can read quickly. Also, if your company is going to use the many social media platforms that are out there, make sure your content or pictures are mobile friendly. Millennials are mobile junkies, we can’t help it, we like convenience and having access to information all the time. So, make sure that everything you put out on social media is formatted correctly with fast loading ability. It would stink to have millennials pass by your company’s promotions, advertisements, or well-designed graphics, just because the loading time was slow!

Be Interactive

Millennials are all about experiences. Everything we do, buy, or eat, all stems from the experience we get from it (FYI this is why we post everything we do on social media-we like to share our experiences with others). So, if you want to be noticed by the millennial group, interact with us by creating an experience for us! A great way to gain brand recognition with millennials is to have live events that we can be a part of. 78% of millennials are more likely to follow or take part in a brand when the company puts effort into implementing face-to-face interactions. For example, Dove engaged their audience by putting on experiential marketing for their ‘Choose Beautiful Campaign’, and Coca-Cola connected with millennials through their ‘Coke Hug Me’ campaign, which advertised a free coke to anyone that hugged a vending maching. 

Now, I don’t want you to think your company has to only put on big interactive events. They are a great tool to use every now and then, but you can still build your brand simply by connecting with millennials on a daily basis. Every now and then, throw out some pulls or ask for feedback on Facebook or Twitter. Millennials love giving their opinions and if they can give it on a brand or a company they like, you are more likely to keep them around. Also, this is a great way to utilize Snapchat. Grow your followers by raffling off items or offering them a chance to win something. I just downloaded the app and snapchat account for 101.9 The Mix. They are always snapping pictures with taglines entering you to win prizes if you text a certain code. It is so easy, who wouldn’t want to try and win free items!

 Be Active on All Fronts

It is not always easy to figure out which social platforms are right for your company; there are just so many to choose from. For most companies, it is a no brainer to be on LinkedIn to connect with millennials. It is a professional network where you can connect directly with them, post jobs, and publish articles and blogs about your industry. It is one of the first places people look when doing research on a company or interviewing for a job. It is a great tool and all companies should be active on it, however, it is still not enough to only be on one social media site.  Without diversity across social media, you'll get lost in the crowd.

Millennials need to see your company as a professional industry with stability and growth potential, but if we have learned anything about this generation, it is that they want to love and have fun with what they do. Think about it this way, give your company the mullet haircut! Just like the mullet, business in the front and party in the back, you want your company to also have a fun/party side! By having a presence on Snapchat and Instagram, you can connect and show millions of millennials what your company can truly offer them. Almost half of the Snapchat audience are millennials. They consume about 30 minutes of content every day on Snapchat. This will give you a chance to interact with millennials by capturing events, sharing different promotions, or giving your followers an exclusive sneak peek behind the scenes of your culture. Another great option is to take advantage of Instagram, which runs in 3rd place just behind Snapchat in millennial users. This is a great opportunity to use your attention-grabbing graphics and #hashtags to reach a wider audience and get your company out in front of millennials, and become involved in the conversation.

As marketing efforts continue to evolve, it is important for companies to adapt to their clientele. Millennials are everywhere on social media and if you want to be noticed by them, you must get in front of them. It is never too late to adjust your marketing plan or initiate your company’s presence on a new social media platform. The important thing is that you’re out there, getting involved and brining your company’s unique presence to life.

Stay tuned for next week, as we look at the way millennials have brought many wonderful changes to marketing but see how good can sometimes bring the bad, as we dive deeper into the convenience and hazards of the most used applications.

See you next week!

Topics: millennials, strategy, marketing, social media


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