Just like any target audience, your brand must pivot your content strategy to meet the demands of your followers and exceed the expectations of your consumers. There has been a lot of talk about millennials (some great, some not so great), but no matter how you would characterize a millennial, the fact is that millennials are expected to spend $1.4 trillion on shopping globally this year. You want a piece of that pie? Of course you do. You’re in business to sell; there’s no shame in that. So how do you reach them? Here are some statistics that expose how to market to millennials.
Millennials watch online videos 2.4 hours per day
Have you ever looked at the time and realized that you just let an hour trickle by while you were consumed with video after video after video? The idea that video is an effective marketing tool is nothing new. What is new is the consistent popularity of video and the staggering increase in engagement, especially among millennials. It is estimated that by 2022, 82% of global internet traffic will come from video streaming and downloads. If you are not including video content in your marketing strategy, you are missing a huge opportunity to reach your millennial audience.
Millennials pay attention to online content for 12 seconds
That is 4 seconds longer than Gen Z consumers! The point is that you have limited time to catch your millennial audience before they move on to other brands and probably purchase with other companies. What does that mean? That means that clean design, organized layout, proper headings, and streamlined content are not “nice-to-haves” anymore. For your brand to remain competitive, and to attract (and keep) the attention of millennials, you need to make it quick and make it catchy. Be empathetic when you’re in the midst of content creation and think like a millennial.
84% of millennials say that user-generated content influences their purchase
What is UGC? It’s any content created by anyone other than the brand itself. 40% of millennials refer to online reviews and testimonials before making a purchase from a brand, and 89% of millennials trust recommendations from friends and family more than claims by the brand. Well, you can’t control the actions and words of others, so there’s nothing to do here, right? Wrong. It’s up to your brand to develop a quality customer experience and produce relevant content that creates engagement. Give them something to talk about and let your content take on a life of its own.
More than 90% of millennials own smartphones
Did you know that most people are guilty of checking their smartphones an average of 43 times per day? As of 2018, smartphones held a 63% share of all retail website visits with 50% of e-commerce sales occurring on mobile devices. The point is that, while computers are still a thing, we carry our phones wherever we go, and we’re on them often. If your website isn’t optimized for mobile, you are going to lose the trust of your consumers. Millennials have come to expect (and enjoy!) an ease of experience on their smartphones, and it’s your brand’s job to keep up with that.
84% of millennials don’t trust traditional advertising
For millennials, the more personal, the better. This is where artistry and ingenuity come into play, as millennials appreciate creativity, put value on out-of-the-box content, and have come to expect to be surprised, wowed, or at least taught something new in an innovative way. Millennials don’t want to be bombarded with annoying radio segments or mailers stuffed in their mailbox. They want to be captivated by brands, convinced on social media, and they want to receive recommendations from friends. It’s up to brands to grab their attention and allow them to come to you through strategic content.
247% of millennials are more likely to be influenced by blogs than ads
No, that’s not a typo! Millennials are 247% more likely to be influenced by blogs or social networking sites than other forms of advertising. Not only does blogging help with your website’s SEO, but millennials like blogs (well, the ones that are not too wordy or too long). Did you know that millennials are 44% more likely to trust a blog written by experts (even if they’re strangers), than ads? Show that you’re an expert in your field through LinkedIn articles, website blogs, and other content marketing pieces; it’s valuable to the millennials that you’re trying to reach!
It’s not that millennials are picky or difficult to reach; they just require a specific marketing strategy that includes content that is appealing to them. Who is your target audience? Is there a millennial within your buyer personas? If so, you might want to re-think what you’re doing in order to turn your millennial audience into followers, then buyers, and finally advocates.
Need help with blogs or videos? Contact us at Lillian James Creative so we can create content for you that attracts your target audience.
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