Millennials are currently the largest living generation with immense spending power. As they are now between 23 and 38, they are often the key spenders and decision-makers in their households. It’s no denying that this means Millennials are an audience many brands focus on.
Generally, Millennials are more sceptical about their purchases and are often more thrifty than previous generations. The reason for this is simple. They have grown accustomed to being bombarded with ads and sifting through oceans of information to find what they are looking for. They also live where finding affordable housing and supporting their own families is considerably more difficult. As such, Millennials are careful where they spend their money.
When marketing to Millennials, building trust and providing value is vital. That’s why content marketing is often the best way to reach them.
Why Does Content Marketing Work?
Content marketing can cut through the noise in an age of adblockers and ad-free streaming services. Millennials know how to tune out disruptive advertising. Brands have to create content that will genuinely connect with the Millennial audience. In other words, they have to provide value besides a sales pitch.
Content can provide value in several ways. It can:
- Entertain (43% of Millennials will engage with an ad if it is funny!)
- Inform
- Help solve a problem
- Help with a buying decision
…and much more. Content marketing is also powerful because Millenials need to know that the brands they buy from are authorities in their field. Credible articles and how-tos can help this impression. Social proof and credibility are essential to this generation. 40% of them refer to online reviews and testimonials before purchasing. 83% find helpful content when they make purchasing decisions.
Content Marketing Best Practises
When marketing to Millennials, you should tweak your strategy with your audience in mind.
Create Meaningful Partnerships
Millennials are likely to switch to another brand if that brand supports a cause that they care about. Many will research a company’s political views and values to see if they align. Brands can’t and shouldn’t stay silent regarding social and political issues. Partnering with non-profit organisations can be a great way to create more content and demonstrate that you mean what you say.
Make Content Interactive
Create interactive content by encouraging your audience to engage through contests, guest posts, account take-overs, quizzes and more.
User-Generated Content
User-generated content is an excellent strategy when marketing to Millennials. This marketing method is inexpensive because users create a content stream for you. It also acts as social proof to other potential buyers and helps your participating customers feel more connected to you. User-generated content can be photos taken with your products for a competition or campaign. Reward content by sharing it on your social accounts giving small influencers shout-outs.
UGC is also considered the most authentic content because customers perceive it comes from honest customers rather than the brand that is trying to sell itself.
ZAK agency is a creative agency in London that has mastered marketing to millennials. Get in touch with us today to discuss how to help you create an effective content marketing strategy.
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