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CONNECTING WITH MILLENNIALS7 REASONS YOUR CONTENT FAILS TO RESONATE WITH MILLENNIALS
WHY DO BRANDS CARE ABOUT MILLENNIALS?
▪ By 2020, millennials will total more than $1.4 trillion inspending power.
▪ For brands, that means that if you are not reachingmillennials you are not keeping pace with the future.
▪ 62% of millennials feel that online content makes them feelmore connected and loyal to a brand, but only 32% findtoday’s brand communications helpful.
▪ There are some necessary elements brands must include intheir content strategies to strike while the iron is hot andconvert millennials into life-long brand advocates.
A LOOK INTO HOW MILLENNIALS CONSUME
CONTENT
WHO IS A MILLENIAL?
19 - 35 YEARS OLD
THE MOST EDUCATED
GENERATION
76% Own a
smartphone
90% Use social
network sites
83% Sleep with their
smartphone
MILLENNIALS LOVE VISUAL CONTENT
9/10use a digital
camera
81%post their photos
on the internet
55%say they have
posted the selfie
online
25%of 18-29 year old
use Snapchat
1 in 3 Pinterest user is a
female millennial
WHEN IT COMES TO SOCIAL NETWORKS, FACEBOOK TAKES THE LEAD.
WHEN ASKED WHERE THEY SHARE CONTENT:
Snapchat
55.5%
25%
5%
3.5%
11%
IN TERMS OF CONTENT SHARED, MILLENNIALS SAY THEY SHARE
37% 10% 31%
Mainly personal content Mainly professional content Depending on social network
HOW DO MILLENNIALS FIND CONTENT?WHERE DO THEY SEARCH FOR THE CONTENT
71% 65% 24% 23% 23% 12%
SO WHY IS CONTENT FAILING TO REACH YOUR
TARGET AUDIENCE?
1. YOU COMPLETELY IGNORED THEIR CULTURAL INTERESTS
When it comes to engaging
millennials, creating content tailored
to their interests is extremely
important. This means you need to
keep in mind their age, location and
cultural interests at all times. This
also means you need tools to help you
develop a deep understanding of who
they are, and what motivates them.
64%of millennials respond
positively to content that
is tailored to their
cultural interests
2. YOU DECIDED YOU DIDN’T WANT TO BE USEFUL OR HELPFUL
Millennials are bombarded with over 5,000 marketing messages a day.
They have learned how to completely ignore the things that don’t deliver value to their lives.
If your content is dead weight to their day, they don’t have time to read it.
64%of millennials respond
positively to content
that is useful31%
Say they are more likely
to buy if the brand
delivers interesting
content that teaches
them something
3. YOU ARE SELF-OBSESSED, AND THEREFORE CAME ACROSS AS TOO PROMOTIONAL
Millennials don’t want to read your sales pitch. They want something that delivers actual value
into their lives.
31%
of millennials are more
likely to buy if the content
is not about sales only but
entertains or add value in
their lives.
4. YOUR CONTENT IS TOO LONG
41%of millennials said that the
main reason they abandon
the content is that it’s too
long
In 2015, our average attention
span is less than a goldfish’s.
Does that mean every article
should be listicle? No. The days
of long-form content are not
over. This just means that if you
are investing in long form
content, make sure it is
interesting and entertaining
while delivering the brand
message
5. YOUR CONTENT IS BORING AND STUPID
Aside from your content inspiring,
educating, or entertaining your
audience, it also needs to be a positive
reflection of your brand’s perspective.
It should elicit thought and it should
feel smart.
of millennials will only
share content if it is
thought provoking and
intelligent
6. YOU DIDN’T WANT THEM TO GET ALL EMOTIONAL ON YOU
Do you like to laugh? Great, so do millennials. But it isn’t just about laughter. It’s about
emotion. Millennials want a reason to connect with your content, and in turn your brand. If
you can build an emotional connection with someone, it means you can build trust.
of millennials say their
main reason of sharing the
content was that it makes
them laugh
7. YOU THOUGHT CELEBRITIES WERE YOUR ONLY HOPE
24%of millennials respond more
positively to content about
someone they respect
Millennials love content that is
culturally relevant, but they
also love to consider
themselves taste-makers and
trend-setters. Just because
you have a celebrity or role
model in your content,
doesn’t mean your millennials
will care
I am a high-energy, confident professional with aninfectious enthusiasm for technology. As a highlyorganized and friendly professional, received industryrecognition and awards by winning various digitalmarketing activities for Coca-Cola in EFFIES and IAMAIawards for campaigns like ‘Sprite Teen Till I Die’ and‘Facebook Feature Phone Campaign’ to increaserecruitment and frequency for the brand among mobilephone users. Possess a strong technical background bycompleting B-Tech in computer systems and working asa programmer. My hobbies include watching Sci-Fimovies and reading books on business and digitalmarketing.
ABOUT ME
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