3. Create and share videos. “Create videos that will move your followers,” says Allison McGuire, marketing director, PaperMart.com. “I don’t mean move them to tears (although that can be good too), but make them smile or inspire a reaction that makes them want to share. Focusing on short, engaging videos has certainly become the norm for millennials with Snapchat and Vimeo leading the way.”
Millennials “relate to authentic product videos that tell stories of how other shoppers used products in real life,” says Kourtesis. “Millennials are 1.5 times more likely to watch videos while shopping online before they decide if a product is a good buy. [And] about a third buys products directly as a result of watching product videos.”
Millennials “are also more interested in consumer-made how-to, unboxing and haul videos than overly stylized brand videos,” he explains. So “be proactive and add this content to your product detail pages to inspire purchases and make the experience more realistic. We [have seen a] 37 percent increase in conversions on ecommerce sites that feature product videos.”
4. Leverage social media. “Instagram, Snapchat, Facebook, YouTube, this is where millennials are spending their time,” says Mike Satterfield, creative director, Satterfield Group. So it’s important to “creat[e] relevant content in those spaces, [content that provides] value to [that] audience…with subtle calls to action.”
“Millennials are the first ‘digital-first’ generation, so when they are looking for opinions and information about products to buy, they are three times more likely than boomers to turn to social channels like Facebook and Twitter,” adds Spivey.
And while it’s important to not turn your social pages into static ads for your products or services, using them more as interactive ways to engage with followers, don’t discount social media advertising.
“With one of our clients, we've seen great success by marketing to millennials through Facebook and Instagram advertising,” says Brian Stumbaugh, digital marketing manager, The Startup Garage. “These are particularly successful [channels] because we can segment different target groups by age and interests, which allows us to create ads specifically for them on the platforms they use most frequently.”
Also, when crafting your social media campaigns, “take the time to design lifestyle photos specifically for your social channels,” says McGuire. “Millennials won’t relate to static product pictures or repurposed website photos. They want something that is more creative and engaging.
“Incorporate popular, trendy products into your images,” she suggests. “For example, mason jars are really hot right now. At Paper Mart, we frequently incorporate them into [our] photography, creating a modern look for each theme or season,” she explains. “Focusing on lifestyle, seasonal and event based themes has really brought out more engagement from our millennial followers.”
Sign up for CIO Asia eNewsletters.