Millennials. It’s a word that we’re seeing repeatedly in the news and online recently, whether it’s because they’re being blamed for killing the paper napkin industry and the McDonald’s McWrap or they’re buying too much avocado toast which is stopping them getting on the housing ladder, but what and who are millennials?
Millennials (also referred to as Generation Y) is the term applied to individuals born between the early 1980s and the mid to late 1990s, and they should be your focal point when it comes to marketing. The technology industry has grown at increasing rates over the past 35 to 40 years and Millennials have evolved with this, they’ve experienced the progression from dial-up internet to broadband and standard mobile phones that were just made for calls to smartphones that give you access to everyone and everything 24/7. They’re defined as the “always connected” generation and it’s more important than ever before to market to them correctly as ultimately they’re the consumers that will be purchasing your products in years to come.
When it comes to marketing to Millennials personalisation and authenticity is key. They want something that speaks to them on a one-to-one basis, so it’s important to position yourself on their level and really understand what they’re thinking and their online behaviour.
- Talk to them how they would talk to their friends and include emoji’s and GIFs in social posts as it has been proven that millennials find it easier to express emotions through emoji’s than words.
- As the generation that is “always connected” mobile optimisation is really important to millennials in order for them to gain access to information 24/7, whether it’s to book a hotel, browse a restaurant menu or brush up on a fact. If they can’t find it through their mobile browser, they will instantly be discouraged to use the site again.
- Instagram is also increasingly becoming the platform of choice with millennials so it’s paramount that you have some form of presence on the mobile platform. Like we say here at The Source “If it wasn’t on Instagram did it even happen?”.
To give you a bit more understanding and inspo for what it takes to successfully market to millennials, we’re giving you a run-down of some of the best millennial marketing campaigns of the past few years:
- Netflix: Netflix in general speaks to millennials in ways BBC iPlayer and ITV Hub could only dream of. Whilst many generations use Netflix to watch the latest TV shows and newly released films, without millennials it would not be the huge success that it is. It’s mobile optimised, can be used on laptops, desktops, tablets and smart TVs giving people access to the big screen all day every day.
- Coca-cola: Coca-cola’s ‘Share a Coke’ campaign was a huge hit with millennials in 2013 and 2014. It made 998 million impressions on Twitter and 235,000 tweets were generated using the #ShareaCoke hashtag, because it offered a personalised experience for the user.
- Body Coach: Joe Wicks, the Body Coach is a social media mastermind. He began using Instagram in 2014 and has been a huge hit ever since. He is accessible on all platforms (Facebook, Twitter, Snapchat) and mixes up the content he uses from personal photographs with his nephew Oscar to recipe videos and promo shots you can never get bored of the Body Coach.
If you’re looking to create a marketing campaign and not sure what to do or where to start, why not drop us a line? We work with a broad range of clients and can work alongside you to create an effective campaign that ticks all the right boxes.