According to a study by the McCarthy Group, 84 percent of millennials do not trust traditional advertising. What’s more they tend not to trust corporations and brands in general as they believe they are purely driven by profit and market share. Does this come as a surprise? Millennials have been consumed by advertisements their whole lives and have felt first-hand the impact of the economic collapse during their formative years.
So how do we target this advertisement-fatigued and disgruntled demographic?
The answer is quite simple – use content marketing the way it was supposed to be used – to entertain, engage, enlighten and evoke conversation.
The 5 do’s for targeting millennials
1. Social media
Millennials are more likely to become a loyal customer if your brand communicates with them on social media. It no surprise that they represent the largest demographic and tend to prefer interacting on these channels than any other medium. Social media needs to play an integral part in the production, distribution, and syndication of your brand’s content.
2. Be unique
Millennials are bombarded with media clutter and therefore tune out of the mundane. If your message is similar to those they’ve heard before, it will be overlooked. Be unique and exciting in your approach.
3. Influencers influence
Creating content around your brand is not enough for millennials. You need to target the people they consider influential and get them involved in your brand narrative.
Videos provide a snappy overview of a product without the need for text. It is for this reason millennials gravitate more towards video content than any other medium. Based on a report by Cisco, video will account for 80 percent of global internet traffic by 2019. Thanks to developments in tech tools, it’s easier than ever to create a fun video at little or no cost, so there is no excuse.
5. Create an experience
We saved the best tip for last!
Millennials thrive off experiences. According to Pew Research study, 78% of all millennials are more inclined to become part of a brand if they have face-to-face interaction. What’s more 86% of them shared their experience through social media. Building an experience must play an integral part of your content marketing strategy.
Finally, millennials want to be part of your story so don’t sell… Tell!
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