Brands: Here’s One Way to Reach Millennials
Posted on December 1, 2017
It seems like every day we hear about how brands consistently struggle to reach Millennials through their marketing efforts, but why? For one, Millennials look at businesses and corporations through a lens of cynicism due to a childhood filled with stories of corporate catastrophes, environmental destruction, corrupt banks, and stagnating wages. More simply, many Millennials are simply sick of brands spamming social media channels (Facebook, Twitter, Instagram, etc.) with content that they simply don’t care about. Although your brand is likely a responsible, pro-environment, honest organization, many Millennials aren’t listening to the costly marketing ploys that your brand is putting out.
So, on top of being authentic and responsible, here is one way that brands CAN get Millennials to listen. As a generation that has grown up with social media, Millennials love to share their stories, their experiences, and their opinions- and they love listening to those of others. So instead of constantly pushing your story onto your millennial audience, let them share THEIRS for a change. How can this tie into marketing? User-generated content. (UGC)
User generated content allows your millennial audience to share meaningful experiences with your brand. Brands can encourage and incentivize their millennial audience to share experiences and ideas through social outlets in the form of hashtag campaigns, sponsored media, and strategic partnerships. User generated content is a far more effective form of millennial marketing than branded content. According to a January 2014 poll by Harris Interactive, 68% of 18-to-34-year-old social media users surveyed were at least somewhat likely to make a purchase after seeing a friend’s post. This is because Millennials are far more likely to trust content that comes from their peers than content that comes from a brand.
User generated content campaigns have worked incredibly well for brands like Burberry, Apple, Coca-Cola, and many others. And don’t think this strategy is only for big brands- small organizations can benefit just as much from employing a solid UGC campaign. With the right strategy and tools in place, a user-generated content campaign may be the answer your brand is looking for in reaching a millennial audience. If you want to engage Millennials with your brand more effectively (which you really should), then consider USG. If done correctly, the results will speak for themselves.