Following on from our “The #Hashtag Movement – Is it Worth it?” article where we explored the socio-economic trends that brands such as Castle Lager employ as part of their marketing strategies, we have noticed the following – millennials have become the primary target audience for such campaigns. With over 72 million millennials worldwide that are active on social media, brands should be vying to create content which holds broad appeal for these young adults.
Conversely, we understand that not all brands have millennials in mind as their audience. Yet the results of creating digital campaigns which are directed at young adults are astounding – it has been observed that as millennials transition into adults, they have the greatest influence over teenage and older audiences.
According to industry expert Luisa Brenton*, millennial-directed content should be based on the following: be simple, technologically advanced and focused on engagement. Through our vast experience in creating strategic social media campaigns aimed at generating leads and promoting brand awareness, we have analysed these three factors and concur on the efficacy of this approach. This is illustrated by brands such as Herbalife who drive interactive creative posts and Converse All Star that focus on User Generated Content which have yielded significantly increased customer retention rates.
In addition, content needs to be designed for smartphones. With over 5 billion smartphone users worldwide, and with majority of these users being digital-focused millennials, it is imperative that social media campaigns are specifically designed to fit the screens of mobile phones. Not only does this deliver immediate reach and increased engagement but is also convenient for followers. Being able to create smartphone-friendly content sets your brand above your competitors – your organisation becomes synonymous with improved user experience and mobile SEO.
Engagement is king for millennials. As described by Time Magazine*, this group is characterised as inquisitive, and as such, organisations need to place themselves in a position to address and engage with them at all times. Brands such as Telkom do this brilliantly on Twitter. They employ the platform to respond to client complaints or compliments and all within a reasonable time period. Artificial Intelligence also works perfectly in this regard via the use of chatbots. The AI programmes which pilot conversations through pop-up texts are mostly used on Facebook through Messenger – giving users the confidence that their queries will be responded to.
The influence millennials have over the older and younger generation should not be scoffed at – they are leading and driving market trends. Notably the largest generation group, it goes without saying that their influence outweighs that of other generations, as do their spending habits. This community-focused group’s drive for environmental and societal change have spurred movements such as the #LoveYourBody movement which caused a stir on social media over two years ago as well as the #DontLetThemDissapear movement by Amarula against elephant poaching.
Millennial-targeted content is on the rise – and if your marketing campaigns have not achieved the desired outcomes, then perhaps it is time to take a different approach – using content which is trend-driven, technologically advanced and customer-engagement centred. Using real-time metrics and guided by delivering on your ROI, we can help you navigate the New World that is social media. Give us a call on 011 024 3847 or send an email at firstname.lastname@example.org.