Things change as new generations form; fashion, science, music, technology, and even consumerism. Millenials, or Generation Y, are the generation of people coming of age. They aren’t just switching from cameras to selfie-sticks. They are, in fact, changing the face of marketing. Influence marketing agency campaigns are a new marketing tactic used to reach millennials. The trouble is that many marketers have trouble relating to this new consumer mind.
Why Millennials Are Important to Marketing
First off, Generation Y makes up roughly 25% of the US population. That’s three times the size of the generation before them (Generation X), and is larger than the baby boomers! If that’s not enough, millennials have an annual direct spending power of $200 billion, and this spending power is estimated to increase.
It’s safe to say that Millennials are one of the top proprieties when it comes to influence marketing campaigns. They are the consumer minds of the new generation. Marketers just need to take a look into those minds to forge an understanding of how to develop marketing strategies that will work.
Here are some important aspects to note about millennials:
- Millennials are among the earliest “digital natives”
- Millennials are known as content creators: 46% post original content
- Millennials are engaging in participating in your marketing: 80% want brands to entertain them
- Millennials are hooked on social media
- Millennials believe in cause marketing
Millennials and Influence Marketing Campaigns
Millennials experience brands in quite a different way than their previous generation. Traditional ads and billboards are no longer significant for the majority of today’s consumers. Brands need to revolutionize the way they connect with their audience. This can seem a bit intimidating for companies who don’t quite understand how to put this dynamic performance into practice. Not to worry.
Here is what you need to know about reaching millennials through influence marketing campaigns.
Millennials don’t like traditional marketing.
Millennials don’t like traditional marketing tactics. Marketing can find this a bit challenging today who are trying to keep up with Millennials. According to a new survey conducted by the McCarthy Group, 84% of millennials say they don’t like or trust traditional advertising.
Millennials want a more authentic, personalized and entertaining experience with brand marketing. They would much rather see sponsored posts over traditional ad popups. According to AdWeek, 57% of millennials are willing to check out sponsored online content as long as it’s interesting, and 32% of those prefer written featured articles. This shows that the new generation wants to learn, wants to be entertained, but still want brands that are useful.
Think outside of the box when marketing to millennials. Give them a personal experience that will stand out. Put them at the heart of your marketing strategy and give them exactly what they want to see. Millennials want to see your personality.
The best way to market to Gen Y is through authenticity. Millennials have a desire to connect and form a relationship with your brand. They want you to be able to relate to them. Perhaps this is because millennials want to express themselves through your brand. They will become prospects when they can see themselves through the brand.
To build that relatability between your brand and Gen Y, don’t be afraid to get real. Don’t produce content to sell the product, generate content to sell the lifestyle. Make Millennials your friend. Coca-Cola has certainly got it right with their ‘Coke Hug Machine,’ which was a part of various college campuses in the US and Canada.
What a better way to build friendship and relatability than giving a hug?
Millennials want to get social.
Millennials may not be social in the same way as Gen X once was, but on the internet, they are as social as it gets. In fact, one survey found that 47% of millennials cited that the Internet was one thing they could not live without!
It’s time to get social with millennials. As mentioned above, they want to be your friend. Connecting with them through their social channels is one of the best ways to build a relationship with them. Create an online presence that is both engaging and authentic. Be consistent and gear your online content towards your target audience. Remember that millennials want to connect with real people. Don’t be a faceless brand!