One common piece of marketing advice is to meet your audience where they are. For the many companies looking to reach millennials, that means social media — and especially through the use of Instagram and TikTok. These social platforms provide great opportunities to engage with millennials and influence their purchasing behaviors. But how can you ensure your social media marketing efforts will be successful and won’t actually turn millennials away from your brand?
With more than three billion users spread across the most popular social networking platforms today, it’s easy to get lost in the mix — even if you are spending top dollar on paid advertising and influencer outreach. The good news is, there are always new methods that are grabbing attention, while other advertisers and content creators are focusing on stale content methods.
To help in this process, we’ve reach out to eleven experts from YEC to discuss their best tips on how to catch the attention of millennials and help your brand stand out among the competition. Follow their advice to provide the value this generation so desperately wants.
1. Make Instagram-Worthy Products
One of my priorities is to make Instagram-worthy products. We millennials show much of our lives online, and if we like something, we’ll post it. That happens a lot more when a product or premise looks great in photos. If it does, millennials will do a lot of marketing work for you by making their network into your new customers. Leverage micro-influencers to show your product on their socials too.
2. Be Authentic
Have a grain of truth or authenticity in each of your social media posts. Social media users can tell when you are being facetious or trying to manufacture a viral sensation. They then will either mock or ignore you accordingly. Interact with the communities that you are targeting and talk on their wavelength without condescension.
3. Create Relevant Content that Sparks Conversation
To reach millennials, you need to produce content that speaks to them. It’s important to figure out what they like and to create your content based on what they need from you. Search relevant keyword terms on any social media and you’ll find people who are interested in talking about these topics. Many millennials are part of the conversation as they are avid social media users.
4. Provide Value, Not Noise
Focus on providing value through marketing. Millennials are typically overwhelmed with social media. A business must break through the noise and provide millennials a reason to care about the company’s products and services.
5. Make Posts Quick, Catchy and Humorous
As a millennial, I know the best way to attract my attention on social media is humor and humility. The best advertising is quick and catchy. If something is pithy, clever and humorous, I’m more likely to remember it, and thus far more likely to return to that company when I find myself in the market for their product. I’m also more likely to share the funny ad, which means more customers for them.
6. Support Important Causes
There’s a misconception that millennials only care about technology. In reality, millennials are driven by several different values that businesses can use to stand out on social media. For example, millennials care a lot about sustainability, inclusiveness and environmental protection. So much so, that 50% of millennials prefer to purchase from a brand if their purchase supports a cause.
7. Use Dynamic Advertisements to Address Pain Points
Dynamic advertisements are an excellent way to connect with your millennial customers. Sites like Facebook use machine learning to curate promotions based on snippets uploaded by business owners. This strategy will lead to more users seeing promotions that match their pain points or goals, which could result in them becoming a customer.
8. Establish a Strong Presence on Popular Platforms
A tip for appealing to millennials on social media is to have a strong social media brand, especially on platforms they use more, such as Instagram, Twitter and LinkedIn. You’ll want to create valuable content that educates as well as entertains. This goes hand-in-hand with the company’s mission and values. If you’re firm in what your company represents and why, you’ll have a solid following.
9. Use the Power of FOMO
Use the power of psychology to reach out to the millennials. Seven in ten millennials experience FOMO (Fear of Missing Out) and make a reactive purchase. So, use FOMO in your marketing strategy to attract their attention. For example, you can run a limited period sale. Create a social media post about it with a countdown timer to boost the excitement. Share it aggressively on social media to see the results.
10. Drive Engagement with Emotions
Lead with emotion within your marketing content. When you can connect with your audience, particularly millennials, they will feel more committed to your mission and your products on a personal, emotional level. Often, inspiring content that sparks awe or leads viewers to feel empowered will create strong conversion.
11. Partner with an Influencer
The best way to appeal to consumers on social media is with influencer marketing. We all have our favorite internet celebrity. If you can partner with a well-known influencer in your industry, you’ll have a much easier time reaching your millennial audience.
Looking for Even More Expert Tips?
The great thing about the internet today, is that no matter how much content you consume… there is always more right around the corner.
And with that mind, if you enjoyed this expert content, you will likely enjoy some of the other recent roundups we’ve published in previous weeks. Be sure to check them out before, while also increasing your expertise and knowledge in the process!