You can’t beat them. No, seriously — you can’t. So you might as well join them!
If you aren’t a millennial, chances are you’ve asked one for help with an electronic device, or social media quandary. Digital speak is their native tongue. Heck, they practically can’t survive without their smartphones and ear buds, right?
Not so fast. There’s way more going on with the millennial generation than a few over-mocked hipster stereotypes. This generation is deeply connected to the technological world, they possess an organic understanding of social media channels, and their combination of aptitudes is changing everything about how brands and organizations communicate with audiences.
Just How Big Is The Millennial Generation?
At an estimated 75.4 million people strong, millennials now make up more of the population than any other generation (bye, bye, baby boomers). They also make up the largest portion of the U.S. workforce. In advertising, 44% of the industry's workforce belongs to the millennial generation. In consumerism, millennials have about $200 billion in annual buying power. By 2020, their spending is expected to increase to about $1.4 trillion, or 30 percent of total retail sales.
They are the general population. They are the workforce. They are major influencers in marketing and advertising. And they rule consumerism…
So, yeah…they’re pretty big! And if your brand or organization doesn’t know how to relate to and connect with them, you will miss the mark on everything from marketing and selling your product or service to attracting top talent and retaining prized employees.
Here’s 3 major things you need to adjust in your marketing and internal communications strategy to appeal to the largest demographic in existence.
1. Use Video for Everything, Everywhere…
Cisco reports that video will account for 69% of all global consumer Internet traffic in 2017. Video is also the No. 1 choice for internal communications. In other words, reading is sooo Generation X. The millennials want quick, pithy videos; cut-to-the-chase marketing and ultimately — a visual learning experience.
Here’s the other thing, millennials check their phones an average of 43 times per day. That means 43 times every day that your brand has the opportunity to make an impression.
Like it or not, it is time to take mobile video to the forefront of your marketing strategy. Need more proof? Read this article.
2. Brave the Social Frontier
Eight out of 10 Internet-using millennials are members of a social network. Around 80% of them log in daily. According to SDL, 56% of millennials are more likely to discover marketing content on social networks than via search engines or email. If this is where the millennials get their information, communicate with one another, and share their experiences, shouldn’t you and your organization be there, too?
Yes…yes you should.
Even if you think your organization is too boring for social media, there’s a huge reason why you need to get over your preconceived notions and join the online conversation. Social media is the new word of mouth. Instead of telling others in person about an experience, millennials use social signals (likes, comments and shares) to inform others about their product, service or even employment experience. A study by Unruly revealed that millennials are 112% more likely to share ads online than any other demographic.
What gets them to share? For starters, highly visual content (cough, cough, videos), which are over 40X more likely to win social signals.
3. Get Personal
Millennials want a humanistic narrative with which they feel connected. That means real people, true stories, emotion, and a brand or organization that they believe is truly invested in their experience. When millennials play the part of the storyteller, these are the values they impart. And we should all follow their lead because this push for authenticity represents positive change. The best way to incorporate these “personal touches” into a single piece of marketing content and tell a meaningful story is through video.
The Bigger Picture
Historically, only large corporations had the financial power and resources to reach massive audiences via expensive TV spots and print advertising. Without healthy competition, the big wigs held all the control.
Thanks to the millennial generation’s unique aptitude for marketing technology and social networking, and the marcom evolutions these aptitudes inspired — all brands and organizations compete at the same level, and consumers have a voice.
Success isn’t measured by the size of an organization’s budget anymore, but rather by the quality of their content and their ability to connect with the most diverse, forward-thinking generation in history.
For more insight on understanding the ever enigmatic millennial and their connection to trends, click here.
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