Content Marketing that Resonates with Millennials
Being the most diverse generation, the Millennials is a segment which every brand wants to captivate, but besides going about business as usual, what can marketers do to win over the Millennial’s heart?
We take a look how the type content marketing that resonates with millennials (from the perspective of a millennial).
Demonstrate Social Responsibility
Also known as socially responsible marketing, brands can choose to contribute to charity or tie their products to promoting good causes. Millennials are more inclined to buy products that support social/environmental causes as it gives us the opportunity to play a part in giving back to the society or environment.
A good example would be The Body Shop’s campaign against animal testing.
TOMS is another brand that demonstrated social responsibility through their “One Day Without Shoes” campaign. This campaign gives a pair of shoes to a child in need for every Instagram post of the Instagram users’ bare feet.
Make your product Instagram-Worthy
In general, millennials value share-worthy content with good visuals and it is important that marketers ensure their products are “Instagram-Worthy”. Starbucks’ Unicorn Frappuccino topped the list when it comes to nailing the aesthetic appeal of their product.
Most millennials would not hesitate to spend on a pretty drink that they can boast about on their Insta-story or Snapchat. It is a bonus if it allows for an Instagram-worthy photo that can spice up their feed.
The appeal of humour is one of the most powerful tools to win millennials over. Humour help brands to better connect and relate with their audience allowing the brand shine among their competitors.
Put yourself in the shoes of a millennial aimlessly scrolling through his/her social media platform. Millennials value immediacy and entertainment value is the key to whether a millennial will spend his/her time consuming your content.
Check out The Average Joe Club on how they incorporate humour into their content marketing efforts!
Emotionally Driven Content
We are all part of a stressful society with hectic schedules, Millennials included. Therefore, we are always subconsciously looking for things that make us smile or feel inspired. Studies have also shown that people are inclined to purchase things which have an impact on them.
KLM Airlines won our hearts with this video of it’s Lost and Found Service.
Interactive content such as quizzes, polls and calculators, engages readers more than chunks of (boring) text. In fact, users are willing to spend time inputting personal data in order to generate engaging personalised results, they will even share them on their social feed if it’s interesting enough!
A good reference would be the ones by Buzzfeed.