Business Bytes: The only thing you need to do to promote your brand to millennials
Many advertisers and marketers are obsessed with the idea of attempting to speak to millennials in their language. Millennials aren’t aliens though, and when brands attempt to speak to them in emojis and text language just looks embarrassing.
Some are under the idea that in order to connect with millennials, you need to throw content at them and get them to react. But it simply doesn’t work like that anymore, Generation Y don’t want you to waste their time and chances are, they will only listen to you if you have something interesting to say, or are going to share ideas or concepts with them.
The best way to get through to Generation Y: speak to them clearly, with a genuine and authentic message.
Of course, using social media works a treat when it is used in the right way. Tweets, Instagram posts and Facebook status’ work best with millennials when they don’t feel like they are being spoken down to, or that companies are trying to be their mates. A good example of a company nailing their approach to millennials on social media is L’Oreal. The company asked 300,000 followers on LinkedIn, they asked fans, “Are you IN?”.
The page took users over to a site where they could pick their ‘IN’ factor, which they could then share on their own social media. They also added videos on YouTube about what it is like to work at L’Oreal, showing viewers a range of career choices within the brand.
Alternatively, AT&T chose Tumblr. They simply put a post on the site saying “When you know what you want call me” and was designed to speak to people in a relationship. It was very simple, genuine and authentic and as they didn’t bore users on the site or try and be something they’re not. It gained the company a huge amount of engagement on the site, without harming their brand image.
If you are going to do something similar for your brand, consider how long the process will be for the millennials. They will not take part in something that will take them ages and try not to make it too complicated either. Not because they don’t understand it, but because they have so many other things to look at, so you need keep their attention.
