By now you probably know that Millennials make up over a quarter of the population in the United States—that’s more than any other single generation. Born in the 80s and 90s, this diverse group also makes up approximately three fourths of the global workforce, and by 2018, it is projected to be the generation that spends the most money on goods and services. That alone should be enough to convince you that Millennials should be a major focus of your content marketing campaigns. You just need to know how to connect with these 20- and 30-somethings by creating content they will love.
1. Go beyond what you consider content.
Many marketers consider content to be a blog post or something long and full of paragraphs of text. That’s certainly one type, but it’s not the only one on which you should focus. Videos, images, gifs, memes, infographics, blog posts — these are all popular types of content right now. If you haven’t tried creating them yet, it’s time to think outside the box.
2. Make it visual.
Speaking of images, videos, infographics and gifs, there’s a reason why Instagram has become one of the most popular types of social media. Millennials love visually appealing content. Instead of describing the new dish on your menu, post a picture of it perfectly plated. Don’t just talk about the curb appeal of the house you are trying to sell, make a video as you tour the yard. Use apps, filters, and other tools, and have fun with your visual content. Even if you do need to create a wall of text, break it up with those things.
3. Make it mobile.
Most Millennials admit to browsing the Internet on their smartphones, and if they run across a site that’s not mobile-friendly, they’re quick to click off of it and find something that’s easier to navigate. It’s 2017. Your site should have a good mobile version by now. Google practically requires it if you want to be ranked in its searches.
4. Go behind the scenes, and be authentic.
Millennials don’t want you advertise to them. They want you to tell the story of your product or service. They want to know that you are a real person with a real passion for a real item that you are selling. Instead of trying to sell your business the old-fashioned way, break down the wall. Show potential consumers where the products are made, who works for you, and what your customers are saying. Show them how much fun you had at the company picnic or how your employees took a half a day to walk dogs at the local shelter. Talk like a friend rather than a marketer.
5. Ditch the models in favor of real people.
So many companies create content with celebrities, models, and actors professing to use their products, but unless that person is an influencer in their world, Millennials care more about what their best friends think about a company than what some paid actor does. This is why it’s important to incorporate your customers into your marketing if possible. It can be as informal or formal as you want, ranging from asking customers to tell their stories for a video commercial or creating a hashtag and having customers upload pictures of themselves using your products.
6. Teach them something.
Countless studies and surveys have shown that Millennials respond well to educational content. As a business owner, you are in a unique position to create just that. A how-to video on YouTube or a step-by-step blog post on how to do something related to your industry is sure to gain attention from people looking for that information. The more unique it is, the better.
7. Stay on top of social media.
Social media is a big part of most Millennials’ lives. They take to Facebook or Twitter to ask for recommendations daily. Take the time to build your brand on these platforms and Instagram at the very least. Share your content, whether it’s a cute meme you created or that educational blog post we just talked about. Engage with your followers so that they are encouraged to check out more of what you have to offer and even help spread the word about your business.