Stories for Millennials
Since the emergence of social media and digital media all around us, the advertising industry has changed their from using traditional tactics to new modes of advertising on social media, snapchat and Instagram. Through these mediums, advertisers are able to specifically target individuals in a specific demographic. Thus, advertisers are better able to tailor a message that will resonate strong with individuals whom are similar and also specific wants/needs compared to other target audiences. To create these effective advertisements longer length commercials are being shown across social media in replacement of traditional TV advertisements. In order for companies to effectively advertise to Millennials they must focus their budgets on new forms of advertising to keep up with Millennials and their mobile phone usage.
Millennials don’t want brands pushed on them. They will only learn about a certain brand brand only if it interests them and the brand doesn’t push on the consumer, according to the assigned reading on Entrepeneur.com. According to the article, 69% of surveyed Millennials say they are more likely to buy from a brand if the content isn’t “sales-y.”
Compared to other generations Millennials have the highest expectation of story telling in advertising. Since us Millennials are constantly exposed to advertisements with our smart phones, it is becoming harder and harder for brands to stand out. As a result, longer ads are being produced as well as new forms of advertising such as small “stories” or pictures on snapchat and Instagram.
The stories i find most appealing in my everyday life are those found on Facebook. Stories such as the one we watched in class put together by UPS, or the Purina Puppychow series, “Puppyhood”. These new forms of advertisements appeal much more emotionally than those on TV because the advertisement can be upwards of a few minutes long because there is not time constraints due to advertising budgets.
I prefer these type of advertisements since they are much more entertaining and engaging than traditional TV advertisements. I think most people in my demographic are in favor of Facebook story ads compared to traditional TV ads because there is real emotion in the Facebook ads and viewers can connect to the advertisement. We can also choose to only follow brands that we support, so we may only see advertisements that we like. Brands should focus on allocating funds towards storytelling through videos on social media since people can engage with the video and it also has a chance to go viral, drastically increasing the reach of the message if it were to be on the television or any other medium. In the future I anticipate this is the direction advertising will go since companies can create the perfectly tailored story that is fitted for a specific target audience.