To reach Millennials, you want to create content that not only speaks to their priorities and thought processes, but you must also understand Millennials’ media consumption.
Let’s explore some of the most common ways Millennials consume content—and the type of content they’re most attracted to—to help identify the best channels for getting your message to them.
Online Sources for Reaching Millennials
As the first generation to grow up with the Internet and mobile devices, it follows that Millennials’ preferred method of accessing content is online. Some statistics:
- Nearly 50 percent of Millennials spend a minimum of 10 hours per week online. Twenty percent spend more than 20 hours per week.
- Nearly 60 percent of Millennials use the Internet as a primary source for news.
- Nearly 60 percent of Millennials use their smartphones for shopping.
- The most visited websites among Millennials include YouTube, Facebook, BuzzFeed, Spotify, and Amazon.
This information suggests that an effective marketing campaign targeting millennials will need to allocate a significant portion of the budget to millennial consumer trends.
Traditional Is Out
Millennials are turned off by mass marketing and the mass marketing of their parents’ generation; in fact, 57 percent of Millennials block ad content whenever possible. Instead, millennials prefer media consumption via the Internet to research facts for themselves. This is why millennials are 247% more likely to be influenced by a blog post than a traditional ad. Blogging and guest blogging are great ways to reach this generation and promote your business.
Brand Loyalty
Over 60 percent of them are on Instagram. There are 87 million Millennials on LinkedIn, and 5 million on TikTok. Thus, social media plays a critical role in how this demographic consumes and processes content. Building a solid social media presence with authentic content is crucial for reaching them. This means engaging a millennial audience through regular social media interactions and targeted advertising. Yes, it’s an opportunity to educate them about your brand, but to build loyalty, invest time and money in engaging with them, asking questions, and discussing issues and causes they care about today.
A top Millennial and Hispanic ad agency in Los Angeles, Wicked Bionic, has conducted extensive research on various cultures within the Millennial market and their responses. If your business isn’t reaching the right audiences and your brand needs help understanding millennials and digital media for business growth, reach out 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.
