Millennials and social media, easy right? #SocialMil explores.
Millennials are changing the way that brands talk and market themselves on social media. Whether or not a brand has a target audience of millennials, they’re still finding themselves affected with catering themselves to the world the selfie-enthusiasts have created.
Millennials are the generation born around the 90s, though the definitions differ. Some say that they’re the generation from 1982 through 2004 but people who are a part of the Millennial generation all seem to be united by the 90s decade and its culture.
This generation is often the children of Baby Boomers or Gen X-ers and as such, is influencing their parents with their native tech-savvy ways. This influences how brands who speak to the parents of Millennials are advertising now as well. I hosted a Twitter chat, #SocialMil, Saturday afternoon to see what people thought of how Millennials are changing the way brands are building relationships and what people thought those changes might be.
I started with a simple question list:
Some of the responses confirmed things I already knew such as Millennials general preference to visual content, especially video. This actually has recently prompted a tweaking of most social media giant’s algorithms to give a further push to all things video. @DougBoneparth, a University of Florida alumni, confirmed in #SocialMil’s chat that he’s had to switch more to visual content in his field stating, “ Great content wins. I think #video has the most impact for #Millennials.”
Some responses confirmed personally held beliefs. @StoneWallSyd, an FSU student, commented in the chat that she likes when brands use “funny things! Also absurdist memes.” This is a view that I personally hold and is actually part of the social strategy for an account I co-manage.
Memes aren’t deep web anymore and they’ve found their ways into every part of Millennials life. Some reports suggest the uptick in meme sharing might be correlated to the massive amount of stress Millenials feel.
This is important because if a brand can make you laugh and ease your stress, you’re far more likely to view them well. Creating a strategy that’s unique to this generation that’s so plugged-in is difficult, and brands today have to fight to create a real world response (such as laughter) to be noticed.
Overall the chat confirmed some key points, Millennials are busy so they care about the value of what they’re seeing. They like video and brands need to create more to keep up. Live streaming still is new and a bit awkward but is being well received, perhaps brands should start using it as they would a Snapchat video and allow their followers to see what happens behind the scenes.
Pro-tip: Facebook updated their algorithm to give live video the most reach, try it out and see for yourself.
Until next time, #SocialMil will go live again March 18th, 5 p.m. EST. Come join in!