Want 20-Somethings to Buy From You? Let This Segment of Millennials Talk to Themselves
When marketing to the youngest Millennials, let them talk to themselves. They trust each other more than they trust marketers, according to marketing vendor Industry Weapon. In other words, deploy user-generated content whenever possible.
In a Thursday email to Target Marketing highlighting content from an older blog post, Industry Weapon at times sounds like it's just short of calling this youth segment "a bunch of whippersnappers."
The Pittsburgh-based on-demand content marketing software provider allows marketers to send content to screens, kiosks, tablets and mobile devices. Not surprisingly, Industry Weapon suggests marketers send their persona-driven content marketing out on digital signage bearing direct response mechanisms.
"If you haven't noticed, marketing to Millennials is all about focusing on their image," according to Industry Weapon's October 2014 post. "They've been conditioned by the social media inventions of Gen X to create and customize online profiles. Instead of keeping their private life secure, they promote every aspect of it through finely tuned content. Their egotistical behavior is much like the relationship between a PR rep and a celebrity. If what you're selling doesn't fall into their strategically developed persona, they aren't buying."
Hmm. That sounds familiar. Oh, yeah.
"We don't trust anybody over 30," says Jack Weinberg, the then-leader of the Free Speech Movement at the University of California, Berkeley, in an interview with the San Francisco Chronicle in 1965. He's now 75.
Here's advice on employing user-generated content (UGC) with 20-somethings, including suggestions from Industry Weapon:
- Respond to Their Brand Reviews and Questions Within 24 Hours. Industry Weapon says to take no more than 24 hours to respond to a tweet, because these consumers expect "immediate gratification."
- Feed the Content Machine. "By implementing campaigns that allow consumers to create the content, marketers are able to sit back and let the audience take the reigns," writes Industry Weapon. The company suggests creating contests in which brand fans upload promotional GIFs and the most shared, liked or hit one wins. Sales and giveaways are other options the company advises.
Mashable chimes in with 2014 statistics from Crowdtap and Ipsos.
"UGC is also 20 percent more influential when it comes to purchasing and 35 percent more memorable than other types of media," writes Mashable's Max Knoblauch. "You can chalk that up to the fact that Millennials spend five hours per day with UGC."
- Interact With Customers on More Than Just Facebook, Twitter and LinkedIn. In the U.S., this subset of Millennials calls Facebook and Twitter for old people. "The [BI Intelligence] survey also found that 83 percent of U.S. teens in wealthy households were on Instagram," writes Business Insider in December 2014.
- Know the Sub-segments of This Sub-segment. On Thursday, Glenn Humble posts in Millennial Marketing that 18- to 34-year-old members of the U.S. Hispanic population prefer content written in English. In "5 Ways Hispanic Millennials Differ From Their Parents," he adds that this group of consumers prefers personalized messaging to free shipping.
- Reserve the Right to Call 'Uncle.' "If all else fails, marketers can do a promotion that offers free overnight delivery for a weekend," advises Industry Weapon in an allusion to its instant gratification tip.
- Editor's Tips. Listen to and have conversations with Millennials like they're human beings. As Industry Weapon says, "Thanks to [Millennials], we're seeing a lot of positive changes and advancements in this country." Also, UGC helps out with SEO—because not only is it content, but it's new and consumers often find it relevant.
How else can marketers reach younger Millennials?