Millennials represent about one-fifth of the U.S. population.
A large age cohort with the purchasing power of $1.4 trillion, Millennials need to be factored into your marketing strategy. With nearly 50 percent of Millennials spending at least 10 hours per week online, the best way to reach this audience is with digital content.
Millennial Marketing Trends to Watch
To connect with Millennials over digital media, you should know which marketing trends to look out for when doing research. One of the biggest trends that will impact your digital content strategy is that Millennials are socially conscious. They will research a brand before buying and refuse to purchase if the brand’s values don’t align with their own.
Another trend that affects your digital content strategy is that Millennials lead the sharing economy. They’re much more likely to be swayed by recommendations, reviews, and influencer marketing than mass messaging.
Finally, consider that Millennials are a diverse group. This cohort spans individuals in their early twenties to married couples with children. The products and messaging that appeal to a 22-year-old may not capture the attention of a 39-year-old.
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How do you turn these marketing trends and insights into digital content that appeals to your Millennial audience?
What Type of Content Do Millennials Like?
Millennials don’t like the hard sell. They can be dismissive of sponsored content unless it directly meets their needs. They’re more likely to respond to content that is authentic, original, personal, or informative. Millennials also:
- Like to research extensively before buying
- Don’t like missing out
- Use a variety of social media websites
- Consume media on multiple devices
- Prefer visual or interactive content
Digital content that informs and feels authentic is more likely in a blog post than a traditional ad. Establishing a presence on social media—specifically Instagram, Facebook, and LinkedIn—helps you engage with Millennials, build loyalty, and tap into the sharing economy. When you’re creating and publishing content geared for Millennials, always optimize it for both mobile and desktop.
As a top Millennial and multicultural marketing agency in Los Angeles, Wicked Bionic uses proprietary data-driven research on the different cultures in the Millennial market to help your business craft a digital media strategy. If your business wants to reach Millennials with digital media, you can reach us here.
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About the Author
Dana C. Arnett, Founder and CEO of Wicked Bionic, spent 30 years in the entertainment business before starting the agency in 2015. The Los Angeles-based multicultural communications and advertising agency works with government and private-sector clients on strategic marketing and engaging media campaigns. Dana has always loved learning from other cultures, and that curiosity became the foundation for how Wicked Bionic approaches culturally responsive marketing – building authentic connections between organizations and the communities they serve.
