Although social media marketing may seem like an easy strategy to leverage when targeting millennials, it is not without its challenges.
Today’s marketers have countless options when it comes to social media. Some platforms peak in popularity and then quickly disappear. This makes it difficult to determine which channels to invest time and budget in.
For digital marketers specifically targeting millennials, this adds an extra challenge. Millennials are always looking for the “next big thing.” By the time marketers decipher which platform millennials are currently using, they’ve moved on.
Do videos, not text
Video is one of the most effective marketing mediums. 85 percent of millennials currently use video in their marketing strategies, and almost one-half (45 percent) dedicate more than one-quarter of their budget to it, according to recent research from Magisto.
Video is an extremely powerful medium. It can be effortlessly incorporated into social media platforms. It can help showcase brands’ personalities. It can increase brand engagement and awareness.
Consumers no longer want to read about a brand—they want to see it. They want to watch the brand story unfold. They want to see the newest product being used. They want to watch a designer sketch a new piece of clothing.
Text prohibits how far a consumer can be brought into a brand’s world. Video invites the consumer in and allows them to be a part of it.
Do Snapchat, not Facebook
In the beginning, Facebook was exclusive to college students. Soon after launching, the platform opened its doors to high school students and beyond. However, the primary users were still young adults—no parents, no grandparents.
Now, it has become a popular social media platform for parents and a handful of digital-savvy grandparents. News Feeds are cluttered with posts from older generations, and millennials are not interested. They are looking for a new platform—probably to avoid those embarrassing comments from mom and dad.
And many moved on to Snapchat. According to a Nielsen study commissioned by the company, Snapchat reaches 41 percent of all 18- to 34-year-olds in the U.S. daily. Big brands such as Taco Bell and Nike have been testing opportunities with Snapchat since last year. Digital marketers, especially those targeting millennials, should follow suit and take a break from Facebook.