Generation Y, aka Millennials, is the tech and brand-savvy audience that a multitude of brands are looking to reach.
Born from around 1980 onwards, Millennials have always had technology in their lives. This group of people are highly educated, have a strong sense of community and are a very conscious generation. Unlike the generations before them, Millennials are diverse, confident and thrive on instant gratification.
This generation is one of the main reasons why the marketing and advertising arena has changed so drastically over the last few years. Many brands have had to change their thinking and strategies in order to keep growing and thriving in a challenging marketplace.
If Millennials are one of your core target audiences, there are a few things that you should avoid if you want to appeal to them.
- Treating them like sheep and not individuals
The Millennial generation is confident in who they are. They know what their likes and dislikes are and will only pay attention to brands that make the effort to be relevant to them. This doesn’t mean that you need to completely adapt your brand’s personality and voice; it simply means that what you offer needs to align with their needs and goals.
- Creating generic campaigns and content
While being creative and giving your audience a memorable experience every time they engage with your brand is ideal, brands do need to consider budgets and the availability of resources but this doesn’t mean that you need to be boring. If possible, spend the time and budget coming up with fun, unique campaigns that will appeal to this tech-savvy audience every few months and for the times in between that, make sure that you’re using the best possible copy, images and videos so that your brand always stands out. Effective campaigns do not need to cost the earth but making an extra effort, even with a small budget, can go a long way.
- Speaking at them and not to them
Remember the days when people would actually buy something after watching an infomercial on television? Millennials aren’t those people. This generation needs to trust you if you want them to buy from you. This means that you need to be authentic and engage with your audience on a regular basis if you want to stay top of mind. Encourage user participation if you really want to spread the word about your brand and make your customers feel heard and appreciated.
- Making it all about your brand
Millennials are all about making the world a better place and would much rather support a brand that gives back and has good values than a brand that doesn’t. Find ways to bring your values across in your marketing and give back to organizations and causes whenever you can. It’s important to be genuine about it though or it won’t make much of a difference.
If you want to reach out to Millennials, tell your brand’s story and be transparent. Build that trust and they will come to you.