Social media has become an everyday part of life for billions of people in the last few years. What was once an optional personal preference has become necessary for work, school, social activities and even basic communication. But if there’s a group who is by far making the most impact on all platforms, it’s Millennials.
While there really isn’t any surprise here, there’s much to take into consideration for businesses and other organizations investing in social media to further their reach and grow their business. Everything from messaging, to branding and effective storytelling can play a key role in whether or not Millennials choose to trust and align themselves with your brand, and social media is a valuable tool that can channel all of this.
Studies have shown that Millennials are more likely to align themselves with companies that practice better storytelling, philanthropic ideologies and do a better job of focusing on the individual rather than the masses. And contrary to what many may believe, Millennials are looking to make long term commitments to brands and companies; they’re simply looking for the right ones.
With all of this in mind, how do brands find out exactly what move to make next? Well, it starts by learning about their brand loyalties, purchasing habits and most important, what they would like to see from companies and the easiest way to show them all this is social media. Thanks to its incredible reach and speed, social media platforms are a powerful tool for sharing content and making an immediate impression on Millennials. In fact, according to a 2014 study, as much as 51% of Millennials credited Facebook for the discovery of new brands and 59% said they “liked” their favorite brand pages on Facebook.
There’s no question that Millennials are engaging with brands they love through social platforms, whether it’s Facebook, Twitter, Instagram or blogs. By far, Millennials have proven to be the most non-traditional age group in recent decades. They’ve shifted conversations across the board by placing emphasis on the importance of social responsibility and transparency of companies and they have all but left the conversation of traditional advertising. It becomes clear that the only way to successfully engage this group is through authenticity, sincerity and originality. So where do we begin? Let’s start by refreshing their feed.