If you want to market successfully to the current crop of 18 to 34-year-old Generation Y-ers – those all-important millennials - then content is king, but not just any content. As digital natives, who know their way around the internet and social media blindfolded, millennials don’t need or want brands to point them in a particular direction, they go exactly where they please. But give them the content they want, where they want it and they’ll show their love.
A recent survey of 100 millennial New Yorkers found that 81% had iPhones (not really surprising), 80% preferred reading books in print (quite surprising), while their most popular clothes outlet was a thrift store [to us Brits - a charity shop]. Instagram (73%) and Snapchat (56%) topped the social network popularity chart, with Twitter (44%), LinkedIn (39%) and Tumblr (31%) making up the top five.
If brands want to reach millennials they need to stop worrying about ‘having a presence on Twitter, Facebook or Instagram’ and start thinking about the types of conversation they want their brand to be part of at any given time, and then think about which influencer could best anchor that conversation.
Millennials are undoubtedly seeking engaging content and added value from brands, as revealed by the first Cassandra Report. It found that millennials are omnicultural, and want brands to tell great stories that are consistent across borders. They want to be treated as individuals, with brands tapping into their passions – not as a homogenous age group or nationality.