2017 will be over in just a month and a half, which means most marketers and advertisers have their campaigns for the holidays in place and are already looking to next year. Hopefully, those plans for next year still include marketing to Millennials.
While Gen Z is now graduating college and starting their careers, Millennials should still be a top priority when it comes to marketing and advertising. Why? By 2018, the Millennial generation is expected to outspend the Baby Boomer generation, so if you want to grow your business, you need to make sure you’re keeping up with the best ways to do that.
Right now, we’re predicting that live streaming, social media, and content marketing (and the way they overlap) are going to be three of the most important aspects of marketing to Millennials to stay on top of in 2018.
If someone tell you social media is a fad that will soon go away, ignore them. It’s not the case for 2018 anyway. And it’s certainly not the case for Millennials. At least 62 percent of this generation says they are more likely to buy a product if the brand engages them on social media, so it’s time to start engaging. Here’s what’s going to be big (and maybe not so big) next year:
- Instagram Stories: They’re already a big deal, and they will get bigger. By early 2017, more people watched Instagram stories each month than they did Snapchat. And video is already the type of content that gets the most attention online — those numbers will grow in 2018.
- Twitter: Twitter was hot a few years ago, but despite the fact that the most powerful man in the world seems to love it, it’s been on a bit of a downward spiral lately. Look for the social network to make some big changes (like that whole 280-character Tweet thing it rolled out recently) in an attempt to stay relevant.
- Facebook: It’s time to master Facebook’s live streaming feature, because it’s exploding right this very minute and will continue to grow in 2018. Also, keep in mind that Facebook is on the path to becoming an almost all-mobile platform, so you’ll need to tailor your ads to fit.
Knowing which social media to use is important, but knowing what kind of content to place there is what will really push your Millennial marketing campaign. Start here in 2018:
- Ephemeral content: That’s content that isn’t permanent. Instagram Stories, which expire after 24 hours, are a great example. Millennials view this type of content as more authentic than something you rehearse, record, and upload. It also attracts more views because it causes some major FOMO.
- Personalized content: You’ve been hearing for a while now that consumers want content that is as tailored to them as it can be. Millennials lead the way when expecting personalized content, but other generations are hopping on board, too. The best place to start is with your customer personas. Create content that will entertain that persona or help him or her solve a problem.
- Transparency: Millennials love transparency in a brand’s content, but it’s time to find another way to do it beyond announcing how your company will save the world (or at least, donate a few bucks to charity). Studies have shown that the overuse of philanthropy in advertising has sort of made it feel forced and dishonest. Look for new ways to be transparent in 2018.
- Video: Millennials pay more attention to video than any other type of content. Keep making it and putting it online as much as possible.
Video is king, sure, but as we mentioned above, it’s not enough to just upload something to YouTube anymore. Live Streaming is all the rage and will be even more exciting in 2018. Approximately 63 percent of Millennials admitted they watch live streaming videos in January 2017, and 42 percent admitted they’ve created live video themselves. That number is expected to grow. By 2021, experts predict that live streaming will be a $70 billion industry. Trends to watch for include:
- Influencers: Relying on influencers to spread the word about a product is already a big deal, but in 2018, look for those influencers to do it live via social media and streaming platforms more often than not.
- Virtual reality and 360 video: Some experts are on the fence with this one, but there’s a lot of chatter about exploring virtual reality-type technology next year and some companies have already started. One of the initial types of VR to hit live streaming will most likely be 360 video. Basically, it allows the user to scroll around the entire setting of the video that’s streaming.