Millennials will soon surpass Baby Boomers as the nation’s largest demographic group, so it’s no surprise that marketers are showering them with attention. With a population of approximately 75 million, Millennials represent almost 25 percent of the U.S. population. By 2017, these digital natives are projected to spend $200 billion annually, and brands are clamoring to understand how best to market to the largest consumer generation in history.
A recent series of posts by teenager Andrew Watt (Part 1 and Part 2) have garnered industry attention and reignited a dialogue on Millennial use of social media. I was particularly struck by the reaction of social media scholar, Danah Boyd, to Watt’s opinions of the most popular social platforms. While Watt shares his observations on his generation’s use of social media, Boyd’s “old fogey” rebuttal reminds us that broad generalizations can be dangerous. These differing perspectives highlight the fact that Millennials are hardly a homogenous bunch, and the conversation underscores several strategic imperatives for developing an effective content marketing program:
1) Establish a platform strategy – With the list of social platforms growing by the day, it is crucial to define (and redefine) marketing campaign goals and continually reassess social media platforms that resonate with target audiences. Focusing efforts and resources on audience-relevant social platforms helps ensure strategic pay-off and improves the chances of developing a responsive community for your campaign. We must continuously evaluate our approach to ensure we are tracking with our audience interests.
2) Stand out in the crowd – People produce and consume A LOT of content, so social news feeds are crowded. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. People want to be intrigued and entertained, so successful marketing depends on creative campaigns that stand out and immediately captivate your target audience. Rather than creating messages that appeal to “insiders,” use focus groups and market research to help inform your creative approach.
3) Understand content curation – As we already know, content is king. Social platform algorithms help users personalize their feeds to feature content that will generate the most engagement. Community insights either gathered through research or through social platform analytics (like Facebook and Twitter) allow you to tailor your messaging and increase your engagement opportunities. It’s not a one-size fits all space — unique messaging based on audience interests helps drive campaign success.
We live in an age of almost limitless audience data that affords marketers the opportunity to personalize creative and increase campaign effectiveness. As marketers look to engage an extraordinarily diverse and social media savvy population, it’s never been more important to do your homework and invest in a strategy that affords your brand flexibility to adapt as key audiences – and social trends – evolve.