As marketers, we’re so often looking at the title “Millennial” as a golden egg – shining potential resting in our very hands that we’re unsure how to crack.
“Millennial” – it’s a word almost mystified, a world inside the word that encapsulates millions of people from around the globe.
A passionate, outspoken group with vast avenues for potential and growth.
Lazy, uninspired, and entitled.
No matter what comes to mind when you think of the Millennial generation, marketing teams have twisted themselves into knots trying to pitch brands and products to them. In fact, if you Google anything related to Millennials and marketing, you’ll quickly understand what I mean.
Between the copy-wars squabbling over Facebook and Snapchat, or whether Instagram is the true underdog to truly reach a Millennial crowd – wait, scratch that, Vine – you’re likely to leave more confused than before you began your search.
But the double-edged sword mentality regarding Millennials is part of the problem, too. On one hand, Millennials make up a HUGE population of people (a whopping 75.4 million according to Pew Research) whom marketers are chomping at the bit to gain credit with. On the other is the stereotype that Millennials are a lazy group without motivation or goals – that hiring them brings risks to your organization that you may not be willing to deal with.
So, essentially, we’d like to sell to Millennials while reducing their abilities – making it harder for them to find employment and make money to spend on the products that marketers have exhausted time and money in reaching them.
No. Millennials aren’t lazy. They’re a fountain of wealth to your organization – and below we’ll share some social media benefits you’ll gain with a Millennial team.
Social Media and Millennials
It’s no secret: Millennials are big into social media. A 2015 Pew Research survey found that a solid 90 percent of young adults (18-29) are the most likely to use social media. But who’s surprised by that figure?
More than that, most Millennials were born into a world already embracing and adapting to rapidly evolving technologies – including social media.
Unlike adults who quickly on-boarded when social media proved a fruitful venture, Millennials grew up with it, experienced pivotal events through it, and formed long-lasting relationships because of it.
To put it bluntly: Millennials have a deeper connection to the internet and social media than any generation preceding them. As members – and consumers – of the Millennial generation, they know what their peers want to see, when they’ll be active, and how to engage with them in a meaningful way.
More Accurately Targeted Social Posts
Millennials know who likes what, to what extent, and where to find them instantly. You’ve probably figured this out by now, too. The difference is the way they can reach out to them.
Millennials are talked about constantly. They’ve been forced into a lot of corners already, having to defend their generation against a litany of accusations. Because of this, Millennials have had to do tons of research to keep up with grievances, research on different segments of the population, more deeply understanding people – sometimes surfacing with things you might not have considered.
Brainstorming with a younger team can lead to revelations about your targeted efforts – interests and groups that you never thought to be a meeting ground for your target audience.
Speaking to people whom you don’t share many interests with can be difficult, however Millennials have to time and again to reach a level of acceptance with older generations. They know the language to use, the tools to fuel their message, and the places where it will be seen.
This intrinsic understanding of people within, and outside, their generation can give your social media presence the boost it needs to get you more followers, readers, and buyers.
It seems like every day there’s some new social platform touting the death of Facebook. It’ll never happen. Millennials, however, are far more open to experiment with new ideas and social media platforms as they roll out. As their friends try out the latest video streaming app, they’re all-but-guaranteed to give it a spin, too.
Not afraid to dive straight into the deep-end, Millennials are quick to grasp how a platform works. They’ll probably have a good understanding of how to reach audiences quicker. And, even if your team isn’t the most creative, you’ll have a presence on a new platform before competition notices.
Masters of Microcontent
So we know Millennials spend a lot of time on social media, but how are they accessing it? According to findings in the 2016 U.S. Cross-Platform Future in Focus, just about 80 percent of social media is accessed from a smartphone.
What’s that mean?
Since Millennials are always on the move, this means they’re thinking, typing, snapping a photo, or recording a video on their toes. In a word, they’re quick to think of ways to share information in an easily digestible format.
Since many Millennials post consistently, they’re typically in the mindset to develop micro-copy to cause a specific reaction or outcome. They’re already seasoned professionals at it – no tweet editing necessary before sending them aflutter. Your organization will save a lot of time and money leaving microcontent in the hands of your Millennial team.
Born into a world of instant access to information, news, and pop culture, Millennials have the ability to see an event and create a post that harkens to the event or emotions tied to it. They know what will trend before Facebook does, and they know how to get people excited about it.
Having a Millennial staff of social media gurus gives you an edge in creating viral posts about topics nowhere near your radar, but whose mention can yield incredible results.
Social Freedom = Better Results
Attached to relevancy is the freedom (within reason) to let your social media team craft a tone and engage with followers unfettered. Not to mention the points you’ll score for having a more flexible working arrangement.
PwC study results confirm that Millennials value greater flexibility, appreciation, and team collaboration. If you show trust – and they prove to be trustworthy – you’ll have yourself a stellar team ready to elevate your social media presence to the next level.
As Millennials grow, there’s no time to write them off and shut them out. As a generation, they are the gatekeepers of the Internet. They understand it in a way older generations simply cannot. And, with the right motivation and leadership with them, they’ll prove beneficial to your organization and campaigns.
About the Author
CEO & Founder at Tresnic Media
Helping businesses build their brand and acquire customers with strategic content production and promotion.