Eighty-four percent of Millennials say that they don’t like traditional advertising. Millennials don’t trust traditional advertising either. If you want to drive Millennial sales, you have to earn Millennial trust that is not an option with traditional advertising. Instead, brands need to leverage other channels to foster consumer trust. Specifically, third-party recommendations from influencers and other thought leaders. Millennials are 44% more likely to trust experts, who happen to be strangers, than advertisements. These individuals are unbiased, which gives their messages more power than a traditional ad.
Millennials regularly use social media (no surprise their right). 80% of Millennials have a Facebook account. 7 out of 10 Snapchat users are Millennials. Instagram has a huge Millennial user base as well. The bottom line, the social networks are a proven platform for engaging and connecting with your Millennial audience. Most brands essentially use their social platforms to shout at their audience instead of engaging with them. Surprisingly, this tactic doesn’t work.
Pretty much every Millennial has a smartphone. A smartphone that they check over 43 times a day! Beyond just the basic texting and phone calls we expect from our smartphones, Millennials use their devices to do everything from checking their social media apps, browse their favorite websites, and even shop.
For Millennials, social proof can be a powerful conversion tool. Reviews matter. 88% of online shoppers incorporate reviews into their purchase decisions. Millennial consumers want to see that the purchase they’re considering was purchased by others and that it is good quality. Negative reviews or no reviews can stop a Millennial consumer in their converting tracks.
Content marketing isn’t going anywhere. 83% of Millennials find online content useful in making purchasing decisions. That said, simply creating more blog posts isn’t going to move the needle for the Millennial consumer. You’ve got to be able to, through your content, tell a story that engages the audience. It could be everything from sharing a story (consumer experience, company founding, etc.) or by walking your client through the product or service offering.
While millennials are often characterized as being obsessed with technology, pioneers of selfie culture, constantly in need of approval, and having a very clear mindset about work culture, marketers have a better understanding of what this generation cares about. Brands that support causes that this audience cares about – not just seemingly supporting them but doing so – are better placed to talk to millennials via social media.