Creating Content for a "Millennial" World
Published: June 27, 2018
Author: Meredith Ausenbaugh
This week, we’ve jumping on the bandwagon and covering “millennials”. Instead of telling you how to target this demographic group, we’ll be covering why targeting millennials is misguided, and offer tactics that will be much more effective for reaching your target audience.
Many people have been quick to label millennials as the younger ones who are “always in a rush,” or the “on-demand” generation. But, as Kelly’s blog earlier this week showed, the millennial mindset is probably the hardest to categorize. The truth is, if we want to be successful marketers, we need to start focusing on the broader trends we are seeing across platforms and users. No matter the age, social users crave quick consumption and engaging content. Read on to learn how you can leverage different ad types to your brand’s advantage, while remaining engaging and relevant in an “on-demand” world.
Optimize for mobile first.
From the morning commute to routine daily tasks, people rely on their mobile devices to get online and keep them informed. A recent study by Facebook showed that from a global perspective, more than 2 in 3 people access the internet solely from their phone, and these users consume information 41% faster than their desktop counterparts (1). With over half of your audience likely encountering your brand out of pocket, remember to keep your videos short and sweet.
Give Carousels and Canvas ads a shot.
Link ads and static imagery can be a great foundation to your brand’s story, but don’t stop there! Carousel ad units are a quick and easy way to showcase the depth of your brand while keeping your audience engaged with each swipe. In a recent ad test, Carousels outperformed Link ads, driving 27% higher click-through-rates and leading to 10% lower CPAs on the back-end.
Photo Credit: https://newsfeed.org/how-to-get-started-with-facebooks-dynamic-ads/
Don’t be afraid to try out newer ad formats like the Canvas ad either. With Canvas, you can include mixed media in one ad presentation to catch your audience’s attention and keep them there at a higher rate. Canvas ads have been shown to carry a 4x higher engagement rate and as much as a 14% lower CPA compared to more traditional ad units
Blend in while sticking out with Instagram Stories.
With over 300 million active Instagrammers, stories are a great way to get your brand out there in a fun, fast, and relatable way! Just like on Facebook, keep your scenes short and engaging here and capitalize on any product demos if you can. While the ad format is newer, try tactics like emojis, sticks, and drawing overlays to make your ads appear as organic as possible for this social platform.
Play into Engaging Visuals and the DIY Mindset with Pinterest.
In the age of technology, users are consuming information when and how they want to, and Pinterest has long been a go-to source. From beauty and fashion life-hacks, to food and DIY tutorials, this platform is key to moving your “on-demand” audience through the customer journey. Savvy social media users prefer Pinterest over other search-based platforms because they are able to the product they want in action and purchase on the spot. No matter your vertical, make sure you’re armed with strong creative before testing on Pinterest, as this will be your biggest driver of success.