- Influencer marketing and millennials: how to promote your product to Gen Y
- Published 25/07/2023
- 6 min Read
- Written by Julia Shandrokha
Table of contents
Identifying the right target demographic is a paramount factor in the success of a business. A key demographic that has piqued the interest of marketers worldwide is the millennial generation. Comprising approximately 92 million individuals in the U.S. alone, millennials currently wield a formidable buying power, which is poised to increase as the generation enters its prime earning years.
Millennials have grown up alongside the advent of technology and the internet, which has led to a near-seamless integration of their lives with social media. As digital natives, their consumption of media, engagement with brands, and even their decision-making process, significantly deviate from those of previous generations. These factors culminate in a unique set of challenges and opportunities for brands attempting to reach this influential cohort.
Influencer marketing has emerged as a powerful strategy to overcome these challenges. It is a modern marketing technique that leverages the popularity of online personalities who have amassed a significant following on social media platforms like YouTube, Instagram, TikTok, Twitch, Twitter, etc. By partnering with these influencers, brands can tap into the trust and rapport they have established with their followers, which often include a substantial millennial audience.
The influencer acts as a conduit, facilitating a more authentic and engaging interaction between the brand and potential millennial consumers. In a digital landscape where millennials are often resistant to direct advertising and are skilled at tuning out online sales pitches, influencer marketing serves as an organic, less intrusive alternative. In essence, influencer marketing provides a direct line to the millennial demographic, enabling brands to communicate their value proposition in a manner that resonates with this discerning audience.
So how can you win the hearts and minds of millennials with the help of influencers? The Famesters agency experts have guidelines, tested ideas about millennials and influencer marketing, and insights to share. Read further to learn more!
UNDERSTANDING THE MILLENNIAL TRUST IN INFLUENCERS
Millennials exhibit a unique blend of trust towards online influencers that surpasses even the recommendations from their friends and family. With the integration of social media into their daily lives, influencers have become trusted sources of inspiration and information for this generation. They often turn to these digital personalities for guidance, reviews, and recommendations before making purchasing decisions.
Research substantiates this evolving dynamic. According to the research, 91% of millennials report that they trust online reviews as much as personal recommendations from friends and family. Further amplifying the significance of influencers, another research shows that 94% of millennials are more likely to trust the opinion of an influencer over their friends or family when making shopping decisions.
This profound level of trust translates into measurable results for businesses. The report by BuzzGuru comparing the Return on Investment (ROI) of traditional display ads to influencer marketing reveals a staggering difference. Influencers deliver an ROI 11 times higher than conventional digital advertising. Such compelling figures are indicative of the power of influencer marketing and the degree of engagement they can achieve, particularly among millennials.
Recognizing these trends, marketers and brand owners are beginning to shift their strategies and budgets. Traditional advertising methods are giving way to influencer campaigns, reflecting an adaptation to the changing landscape of consumer behavior and preferences. The unique trust relationship between millennials and influencers is ushering in a new era of marketing, where authenticity and relatability reign supreme. These attributes make influencer marketing a strategic priority for brands aiming to capture the attention, trust, and spending power of the millennial generation.
CREATING UNIQUE, CURATED EXPERIENCES
One defining characteristic of the millennial generation is their penchant for unique and curated experiences. Before the advent of COVID-19, millennials were at the forefront of seeking out “Instagrammable” experiences. Whether it was a trendy restaurant, a vibrant festival, or a shopping spree at aesthetically pleasing stores, millennials relished opportunities to take part in and share these curated experiences.
However, the onset of COVID-19 and the subsequent restrictions on in-person activities have necessitated a change in how these experiences are consumed and shared. In this new reality, millennials are turning to social media more than ever for ideas to infuse novelty and excitement into their everyday lives. This presents a unique opportunity for brands to step in and help create these experiences in a virtual context.
For brands, it’s about transforming their product or service into an integral part of an appealing and shareable experience. For example, a candle brand can position their product as the centerpiece of a serene self-care ritual. A grocery delivery service can be reframed as a catalyst for a romantic in-home date night. Even B2B companies can reimagine their Zoom conferences as unique networking opportunities.
The key is to promote not just the product, but the experience that can be had with the product. Each post, photo, or video shared by an influencer should evoke a lifestyle or an experience that their followers can aspire to.
Furthermore, businesses can amplify the effectiveness of their influencer campaigns by aligning with influencers who are adept at curating and sharing their experiences. These influencers know how to present products and services in a way that feels authentic, personal, and exciting, thereby resonating with the millennial desire for unique, curated experiences.
In the age of COVID-19 and beyond, the brands that can successfully create and promote these unique experiences will be the ones to capture the millennial audience’s attention and foster their loyalty.
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ENSURING AUTHENTIC REPRESENTATION IN BRANDED CONTENT
The millennial generation is marked by its diversity and its expectation for this diversity to be mirrored in the content they consume. When it comes to marketing, millennials respond positively to seeing themselves reflected in branded content. This means featuring real people of different races, body types, and gender identities. User-generated content shared through social media channels often outperforms other types of marketing for this demographic.
User-generated content resonates with millennials because it feels authentic, relatable, and far removed from the polished, often unattainable imagery traditionally associated with brand marketing. Millennials appreciate brands that provide a platform for ordinary people to share their experiences and thoughts about products and services. This form of marketing doesn’t just sell a product; it tells a story, and that story is often compelling and persuasive enough to sway millennial consumers.
Contrary to this, celebrity endorsements, which were once considered the gold standard of advertising, do not elicit as strong a response from millennials. Celebrity lifestyles can seem distant and inaccessible, making it harder for millennials to connect with the product or service being promoted. Therefore, it may be beneficial for brands to re-allocate funds that might have been spent on celebrity endorsements towards working with micro-influencers or encouraging user-generated content.
Micro-influencers, or influencers with smaller, often more engaged followings, are perceived as more accessible and authentic than high-profile celebrities. Their recommendations carry weight because they’re seen as knowledgeable and relatable figures within their respective communities. Partnering with micro-influencers can be a cost-effective way for brands to achieve authentic representation in their marketing efforts and connect with millennials on a more personal level.
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ENSURING RELEVANCE IN INFLUENCER PARTNERSHIPS AND CONTENT
Understanding and acknowledging the unique characteristics and preferences of millennials is key to creating impactful and effective content. This generation prizes relevance and personal identity, seeking products, services, and experiences that resonate with their lifestyles and align with their personal values. When it comes to influencer marketing, these characteristics need to be mirrored in both the content and the influencers brands choose to partner with.
When crafting content or campaigns, consider the life stages and experiences of the millennial audience. Are they in the early stages of their career, or well-established in their fields? Are they first-time homeowners, or still enjoying the flexibility of renting? These factors can greatly impact the types of products and services they are interested in, as well as the kind of content they will find engaging.
Similarly, the influencers that brands choose to collaborate with should reflect these considerations. Collaborating with influencers who align with the target audience’s values and preferences is crucial. These influencers can effectively promote uniquely memorable experiences and personal identities that millennials value, creating a stronger connection between the brand and its target audience.
Influencers who have successfully cultivated a sense of authenticity and relatability with their followers are often the most effective for reaching millennials. They can provide genuine, trusted recommendations and create engaging content that is tailored to millennials’ interests and lifestyles. Brands should aim to partner with influencers who can serve as an authentic reflection of their target audience, providing the kind of relevant and engaging content that millennials respond to positively.
IN CONCLUSION
Understanding millennials is critical in today’s digital marketing landscape, given their considerable spending power and integration with social media. Effective marketing to this generation goes beyond just selling a product or service — it’s about promoting experiences, values, and aspirations that resonate with them. This approach necessitates trust-building through influencers, the creation of curated experiences, and the assurance of authentic representation. With relevance being paramount, partnering with influencers who mirror these values and preferences is essential. Contact the Famesters influencer marketing agency to get assistance with achieving this and marketing to millennials successfully. We help brands foster a strong connection with millennials and other generations, paving the way for increased engagement, brand loyalty, and ultimately, business growth.
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