Millennials – you can’t go anywhere without hearing about them, including this CMG blog! But, why? Millennials make up 23.3% of the US population right now and companies need to start marketing to this group before it’s too late! Your great aunt on Facebook may say that millennials are lazy, self-righteous, unwilling to work, and self absorbed. Now that may be true for some, but this demographic makes up a huge part of the US workforce and accounts for $65 billion in consumer spending per year. And this will only continue to grow.
Some of you may still be unsure of who actually fits in this generation, you may actually be a millennial yourself. Millennials include anyone born between the years of 1983 and 1999. These people are highly aware of what images and advertisements they let affect them. They spend much of their day behind a screen, whether computer, phone, or other. So, businesses – take note!
Want to learn more about how to appeal to this stakeholder generation? Here are a few tips:
Avoid “hype” and “fake news”
With so much content out there, advertisers are fighting for digital space, and if you’ve got it, you better make it worthwhile. Millennials aren’t going to waste their time on an ad or site that has low quality images, out of date text, misspelled words, or other errors. They want to get the information they need and get out. Use professional design tips and tricks, incorporate high quality images, and modern fonts and colors. These strategies will increase credibility and attract those hard to get clicks.
Be on the right apps
With so many platforms out there it is easy to misstep when planning on where to advertise. Although Facebook was created to cater towards college students, millennials spend their time elsewhere. Facebook has become increasingly popular for women aged 50+. Millennials still have FB accounts to keep up with extended family or use the popular Facebook Messenger feature, but their time on the platform is scarce and decreasing as other apps become increasingly popular.
Instagram and Snapchat are the winners in the game for millennial attention. These platforms create small bits of information and allow for more creativity and customization for the user. You can check in multiple times throughout the day, you’ll likely never see duplicate or recurring posts, and you are able to keep up with friends 10 seconds at a time. On the other hand, 32% of millennials use Twitter, this is down from years past but this platform is still holding strong for many users. Social media is exceedingly popular not just for millennials but for many age groups. Being present on these outlets is essential for any company striving to have a strong online presence.
Cohesive branding is key
Millennials are less likely to follow through with brands that are not cohesive. Companies that have different messages, logos, colors, and images are confusing. Your marketing components should have a common thread that forms a connection in the minds of consumers. If the content that you release is visually related, targeted millennials will form a positive brand image in their minds and are more likely to interact with these companies in the future.
Invest in the right kind of advertising
Millennials are getting force fed information through every outlet they spend their time on. Typical ads are being overlooked all the time, so how do you avoid this? Eye-catching, trendy advertisements such as interactive video are more likely to catch the attention of millennials and others alike.
Avoid something like this!
A few great looking ads make a greater impact than a large number of ads that look “spammy” or like clickbait. Professional ads can leave a lasting impression. Low quality ads that come up and follow you everywhere can leave an even stronger impression in a bad way. Retargeting is a great way to get the attention of potential customers, but these buyers don’t want to see a cheap advertisement. A professional, attractive ad may be all it takes to turn a first (or second, or third!) impression into a lasting relationship. By investing your money in the right ways you are able to form a positive relationship that can turn into future sales.
Millennials have a huge amount of buying power, the time to start getting their attention and brand loyalty is now. By following these recommendations, you will start seeing a return from this influential demographic!
If you need to rethink your branding or advertising strategy, contact Columbia Marketing Group today!