Millennials and Social Media

Facebook, Snapchat, Instagram, and Twitter are essential tools for use in the challenge to market your brand effectively to millennials. With the oversaturation of advertising in the digital world, however, it’s no longer enough to simply post a photo and #goodvibes.

 

New Is Always Better

Try to think of your millennial audience as proverbial magpies: they love shiny things. According to RBC Capital Markets, only 17% of millennials increased their Facebook usage last year, whilst 24% increased their Instagram usage in the same time. Snapchat has scored even higher, with over 45% of users increasing their usage over the last year. [1]

The explanation lies in novelty. Facebook has decreased the rollout of new features in the last year, whilst Instagram has added live video, Stories, and Instagram Direct. These features were implemented in response to the success of Snapchat, and have helped restore Instagram’s popularity among younger users.

The takeaway here is that these platforms evolve to create maximum entertainment power for their users, and so brands cannot rely on out-dated and irrelevant social media strategies.

 

Snapchat and Instagram

More than Facebook or Twitter, Snapchat and Instagram cater to Generation Z by prioritising visual content. Snapchat’s new features aid brands and influencers in reaching their audiences. Sponsored geofilters provide low cost advertising at events; the Discover tool is a bite-sized way of consuming content from news to entertainment to tech talk; and Live Stories allows you to create a narrative for a product, event, or service.

Instagram is similarly versatile, with beautiful photos and videos that are community-curated. Nearly 60% of users are aged 18-29, and half of its users visit the platform once per day.[2] Perhaps the best aspects of Instagram are its visual appeal as ‘snackable’[3] content, and the fact that marketers can engage with users both locally and nationally. Futaim Al Falasi, a UAE vlogger, has crafted her online image across the GCC region by sharing snippets of her life, work, and travels with her followers.

 

Sell Without Selling

According to LaunchLeap, 70% of millennials only watch YouTube ads until they can skip them, or use adblockers.[4] These ads are often expensive and time-consuming to produce, yet fail to yield tangible view counts. The answer is not to give up on this form of advertising, but to create value in what you’re promoting.

If you are content marketing, then your goal should be to reward your audience for their time and attention. Influencer marketing creates value through your audience’s trust in the individuals recommending your product or service. What you don’t want is for your social media advertising to meet the same fate as TV and radio: background noise.

Social media advertising is dynamic, versatile, and potentially quite complex. It’s no longer enough to use thirty hashtags per post, or to spend half your budget on a sponsored geofilter. Strategy and creativity must go hand in hand.

 

[1] https://www.socialmediaexaminer.com/reaching-millennials-with-social-media-new-research/

[2] https://www.pewinternet.org/fact-sheet/social-media/

[3] Short, easy to view and consume by users

[4] https://launchleap.com