Over the past few years, millennials have posed huge challenges for brands. This generation has led the charge for advances in new media and new communication methods. Even the most prominent brands are struggling to keep up with this generation’s innovations. The golden question that every brand has had at least one meeting about is: How, how, how can we get our message across to millennials?
Who are millennials?
Before any brand devises a strategy to reach this generation, it must first be able to accurately define who falls under the millennial classification. Any person that was born between 1982 and 2002 are considered part of the millennial generation. Millennials are expert multitaskers and are always connected to some sort of smart device. They have taken the concept of social media and social networking and have exploded the industry. Because they grew up in a time of technological breakthroughs, millennials have to become adept at understanding technology so they can help their parents and grandparents. Keeping all of these elements in mind is essential when devising a media strategy that reaches this generation.
Read more about the millennial generation.
Millennials are unique in a way that they have adapted better than anyone to technology. Here are some statistics that prove millennials may require a completely separate campaign than when you reach older generations:
- 25% of the U.S are millennials (77 million)
- 85% of millennials in the U.S own a smartphone
- 70% of all snapchat users are millennials
- 90% of millennials in the U.S can be found on Facebook
These numbers show how well millennials have adapted to social media and technology. As you look at older generations, the number of smartphone users and social media users drop dramatically. So, what does this mean for your brand?
How can your brand effectively reach millennials?
The social media platforms Facebook, Twitter, Instagram and Snapchat are effective mediums where your brand can meet millennials. However, simply existing on these platforms is not enough. Millennials require relevant and engaging content to peak their interest. Create content they can interact with or create content that is newsworthy and worth sharing. Next, invest in mobile advertising. If 85% of millennials own a smartphone, it is essential that your brand keep up with them by placing advertisement in new and popular apps and maybe even creating an app for your brand. Another part of mobile marketing is ensuring that your brand’s website is optimized for mobile use. Many millennials report their smartphone as their main source of Internet connectivity. Finally, millennials often look to the next new thing. Whether it’s a new app or new product, millennials are typically the first to it. Your brand should update menus, products, social media pages or anything else that shows the millennials that your brand is moving forward and not being stagnant.
Read more about marketing to millennials.
Not too long ago, Taco Bell announced major changes to their brand. No longer was Taco Bell going to target families. While Taco Bell dropped this audience by eliminating the kid’s meal, the brand needed something else that allowed for continued growth. This is when corporate heads met and decided to really hone in and focus their marketing efforts to the millennials. Part of the strategy was ramping up their social media profiles. Taco Bell got on Twitter account, a Facebook account, and even a Snapchat account so they can understand, listen to, and engage with the millennials. Taco Bell’s next move was redesigning their website to make it look more “hip” so it was more appealing to the millennial generation. With Taco Bell’s website came a complete mobile campaign. Taco Bell not only optimized their website for people on-the-go, but it also developed a full functioning mobile app with games and food ordering functions. Taco Bell continued this rebranding by coming out with new items such as the Doritos Locos Tacos. This new item Taco Bell created was a huge hit because it combined two things that millennials know and love. Doritos and Tacos. All of these tactics that Taco Bell implemented in their rebranding strategies were deemed successful because more and more millennials are choosing to eat at Taco Bell.
Read more about the successful Taco Bell millennial marketing campaign.