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How to Market to Millennials – UKTN


Marketing to millennials is big business and with social media, there is instant accessibility to new products, businesses and ideas.

A millennial is anyone born between 1981 and 1996 (aged 23 to 39 in 2020) and anyone born from 1997 onwards is known as generation Z.

The millennial demographic has fast access to social media and has disposable income – and if companies market to them in the right way, it can be very commercially viable. With the help of experts, we give you the best way to market to millennials.

Optimise content for social

Any content you produce for your company should be optimised for social media and this means creating posts, pages and shareable links.

Text on its own can be quite dull and millennials will often respond well to videos and bright images – and this is often shared significantly more than just text and Instagram is proof of this.

Anything you create online should be easily accessible on Twitter, Facebook, Linkedin and Instagram – and for the slightly younger audiences, TikTok and SnapChat.

Michael Neligan of Nineteen5 agency explains that “You can use a different variety of posts including stories, images, videos, text, text on an image and using a combination is quite healthy. Special attention should be made to eye-grabbing headlines and the images you use to support your statements and branding.”

Be useful

Matt Bennett from ZAK Agency commented; “In a recent survey with our youth insight network SELFHOOD, we found that 7 out their top ten brands were tech brands offering usefulness. Brands that were making something easier, more accessible, more transparent were winning.”

“These functional benefits are fundamentals, but then when we compared those brands, it backed up our agency thinking that functional benefits are not enough on their own. Having a strong, culturally relevant brand is absolutely essential in this competitive dynamic marketplace.”

Give them an instant response

Millennials are typically glued to their phones and if they have questions or queries, they will appreciate a quick response.

Older generations tend to be a lot more patient when it comes to filling in forms and waiting for a response.

But millennials move quickly, so having someone on the other end of your Instagram, Facebook or Twitter campaign is key and even after hours too. Being able to respond quickly could help you close the sale of something whether it is fashion item, food product or cosmetic.

Appeal to their values

Millennials may be more socially conscious than older generations and are more likely to jump on the latest trends and bandwagons.

This could mean promoting popular culture or beliefs such as veganism, plastic-free or mental health – and finding ways to integrate this into your business proposition and marketing.

Appeal to FOMO or frugality

The ‘fear of missing out’ is a very popular social concept and can be used to market to millennials in many effective ways.

For Kylie Jenner’s makeup brand, she has successfully utilised the ‘whilst stocks last’ – otherwise known as scarcity marketing, making people believe that the product may not be around for long.

Similar language such as ‘Only 100 left in stock’ and ‘Offer ends Feb 20th’ are similar in nature and can be implemented successfully.

Focus on word of mouth

Word of mouth remains the strongest form of marketing and referral. The endorsement from a trusted friend or family member is more reliable than any marketing campaign.

If your content provokes interest, feelings and emotions, you can sometimes rely on viral-ability and strong word of mouth to help get your brand out there.

This can be backed up by offering a good, unique product and maintaining strong delivery times and customer services.

Establish sincere relationships with influencers

Social media influencers can be great brand ambassadors for your company and you can sometimes leverage their Instagram followings to help you generate followers for your own brands and acquire new customers.

Having a true brand ambassador can be more successful than asking for one-off posts and by connecting with your brand can create a lifestyle product and feeling.

Popular campaigns with influencers include Never Fully Dressed and the cast of Made in Chelsea and BooHoo with members of Love Island.

 

 



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