As millennials keep entering the workforce, you need to learn how to market to them through their preferred method of communication: social media.
Doing this will help put their dollars in your pocket when they're shopping for essentials and not-so-essential products and services.
This is especially true for online stores, where millennials are making 54% of their purchases.
But millennials are smart.
Despite their stereotypically bad financial rep, studies show that millennials are better with money than previous generations, so it's hard to get their hard-earned dollars without some serious convincing.
Further, millennials are the first generation to grow up with social media. This makes millennials the most connected and social savvy generation ever, so you need to be smart in how you market to them through their medium.
So to help you market to millennials in the new year, we've put together the complete guide to marketing to millennials.
This guide will take you through the best data-backed marketing tactics and tips that work for marketing to millennials in 2019.
Let's get started.
Be authentic and start a conversation
Recent studies show that 62% of millennials want brands to be authentic and actually interact with them.
Likewise, millennials don't want to feel like they're being talked to by a marketing team, but rather a peer. In other words: they crave a relationship with the companies that they're buying products from.
Thankfully, embracing authenticity is simple: just interact with your audience.
When someone tweets you a problem, send them a solution. When they leave a great review, tell them that you're thankful for it. And if someone even mentions your brand, get in touch.
But like stated earlier: don't sound like a marketing team. Instead, talk like a peer.
Use informal language and sprinkle in some emojis when applicable. Obviously, this may not be the right fit for all brands (looking at you, law firms), but is a great fit for fashion brands, transportation, food and drink, and even software.
Get involved with a cause
Research shows that millennials want to be involved with causes that match their moral compass.
And if you want to get on the good side of millennials, your brand should be involved with a good cause too.
For example, you can partner with a charity to donate money per retweet, show behind-the-scenes of a company volunteer day, or just encourage your followers to get involved locally.
But to avoid the risk of striking a bad note with your followers, try and stick to causes that aren't overly political.
Some examples of this are fighting hunger, providing fresh water, and helping to end homelessness in your hometown.
Be on Instagram & Snapchat
Millennials have two favorite social networks: Instagram and Snapchat.
34% of Instagram's total user-base is made up of millennials, and 64% of people aged 18 to 29 used Instagram as of January 2018. And after Instagram's solid 2018, we are expecting this number to tick upwards in January 2019.
With that in mind, post a healthy mix of Instagram posts and Stories. Create an immersive experience between the two, focusing on original content that put your products front-and-center.
On the topic of Snapchat, 72% of 12-24-year-olds have the social app installed on their smartphone in 2017.
This means that Snapchat is huge for both younger millennials and all gen-Yers—so if these are your target audiences—make sure to actively post Snapchat Stories, run Snapchat ads, and check out sponsored filters for good measure.
So long story short: be on Instagram and Snapchat. It's where your millennial audience lives, and you need to meet them there.
Use LOTS of images and video
Visual media is huge in 2018, and there's no doubt that it will get even bigger in 2019.
In fact, Tweets with images get 18% more clicks than ones without, and more than 100 million hours of Facebook videos are watched each day.
This coupled with the fact that the average human attention span being 8 seconds means you need to use less text and more visuals.
Consider running video ads on social media, and adding images to all of your Tweets, Facebook shares, and other social posts.
Even further, make sure to be on visual-heavy networks like Instagram, Snapchat, and Pinterest —all places where millennials hang out the most.
Influencer marketing is HUGE
If you're an avid reader of the Social Report blog, you know we're huge proponents of influencer marketing—especially if you're marketing to millennials.
In short, influencer marketing is when a brand pays an influencer to market their products—and plays off their need for authenticity in marketing.
Generally, this involves the influencer posting about said products on their own accounts, building trust for the brand and putting their products in front of new eyes.
And thankfully, this works especially well for marketing to millennials.
In fact, 58% of millennials like ads more when they feature one of their favorite digital stars.
So consider partnering with a social media influencer related to your industry. Have them post about their products to their social accounts, and their millennial audience will take their word for how awesome the products are.
Just make sure to keep these things in mind when making an influencer marketing campaign.
Now we want to hear from you
What has your experience been when marketing to millennials? Have any awesome tips you can share with the Social Report audience? Sound off in the comments below.
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