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With the rise of influencers on social media platforms, marketers have started collaborating with them to target millennials. You’ve likely heard of them before. But if not, they are the generation of people born between 1980 and 2000.
In general, millennials are a group of people who were taught to reason and question. This particular generation has seen the growth of technology and is highly comfortable with it. These people are the first ones to use the internet as well as cell phones and innovations such as Kindles and iPads. And they have the highest spending power too.
A study by Millennial Marketing found that 25% of the total US population is comprised of millennials. They also make up 21% of consumer discretionary purchases, which equates to a direct buying power of about a trillion dollars.
Here are some more powerful statistics about them that may come as a surprise:
- Almost 50% of millennials report that they consider using brands that actively support social causes.
- 37% of them are willing to pay more for products or services that support a cause.
- 80% of them want to be entertained by brands.
Traditional advertising simply does not work on this kind of audience. They find it pushy, spammy, or intrusive. Naturally, those “brilliantly created ads” by marketing geniuses are facing the wrath of ad blockers. There are now 615 million devices that use adblock. This makes influencing purchases a tricky job when it comes to targeting millennials.
That’s exactly why influencer marketing and millennials have become so synonymous with the digital marketing industry recently. Being real people and being knowledgeable in their fields, influencers know how to appeal to this age group, and compel them to make a purchase decision.
#1. Create A Message through influencers that Millennials Can Relate To
Does your brand stand for a social cause? Does it believe in eco-friendliness, or makes a charitable donation every time a purchase is made? The previously-cited Millennial Marketing study revealed that they want to buy from brands that are concerned about a good cause.
The good news is that this is one of the many things that millennials and influencers have in common. This is perhaps because many influencers are millennials themselves.
Like we mentioned earlier, millennials belong to that section of society who are extremely well-informed. Winning them over to your brand is certainly not going to be easy. However, because most of them believe in social causes, you need to work on messaging that they can relate to.
For example, maybe your brand had humble beginnings, and you now create products that improve people’s lives.
Whatever be the cause, you should share this with millennials so that they are genuinely interested in following your brand. Collaborating with influencers who stand for such causes can greatly help you win over millennials and gain their trust.
Influencers are loved by their audiences because of their credibility and authentic content. Hence, the audience consider their opinion when it comes to making a purchase.
Example: Boxed Water
Image via Instagram
Here a great example from the company Boxed Water. Boxed Water collaborated with National Forest Foundation and started a social campaign. In the campaign, the company would plant two trees for every Instagram photo posted with this particular hashtag “#ReTree.” As the campaign had a cause associated with it, many millennials joined the campaign making it a huge success.
#2. Leverage Instagram Stories
When Instagram Stories was launched, it wasn’t expected that it would become a big hit globally. This is simply because at that time, most social media platforms like Facebook and Snapchat already had this option available
However, in one year, Instagram Stories saw 200 million people using it every month. People love this feature and it has become a very successful method for brands to promote their products. With endless creative possibilities, Instagram Stories have become an opportunity for influencer marketers to target millennials.
Example: S7 Airlines
Image via Instagram
Here, Russian Domestic Airline company S7 Airlines, used Instagram Stories to promote their latest addition to their fleet. The company added an A320neo to their fleet and used Instagram Stories to promote this. The ad was well received by millennials, and the campaign turned out to be a highly successful one.
Influencers and influencer marketers effectively make use of their Instagram Stories to engage with their followers. So if you’re wondering how to make your influencer marketing campaign successful, ask your influencers to leverage Instagram Stories.
#3. Use Rewards And Incentives
Providing incentives and branded rewards can help you drive conversions among millennials and influencer marketing is the perfect channel to promote them. These offers can seem like VIP treatment to them.
By partnering with influencers to promote your brand with special discount codes, you can effectively target millennials. When you use this approach, the millennials you’re targeting are not just receiving rewards but receiving them from their favorite influencers. That certainly creates a better impact on their brand loyalty and on your conversion rates.
Example: Daniel Wellington
Image via Instagram
Here we see popular celebrity and model Kendall Jenner promoting the brand Daniel Wellington. Kendall is wearing a Daniel Wellington watch and cuff and has provided a special discount code to her followers. This not only boosts brand awareness and credibility but also encourages millennials to make a purchase.
#4. Encourage User-Generated Content (UGC)
According to an Olapic study, 56% of consumers would be more interested in buying a product that they have seen in a positive or relatable photo posted by another consumer. User-generated content has become a major tool for brands in marketing their products.
If your brand is not utilizing it, you’re missing out on considerable opportunities of winning over millennials. A study by CrowdTap showed that millennials spend 30% of that time looking at user-generated content.
The study further shows that 71% of millennials refer to social media sites at least once every day. This makes them prominent figures when it comes to loyalty-based promotions of your brand.
So user-generated content should be a vital part of your attempt to target millennials and influencers can play an important role in this. The right influencers can urge their audience to create content featuring your products. And in the process, you will be able to reach other millennials who are following these users.
Example: Daniel Wellington
We mentioned earlier how Daniel Wellington uses influencers to promote their watches using discount codes as incentives. The watch brand combines this strategy with user-generated content to make their campaigns even more effective.
They run photo contests regularly inviting people to post photos of their Daniel Wellington watches with the hashtag #DWPickoftheDay. They then feature the winners of this contest on their Instagram page and give them a free watch. Here’s an example of a post by an influencer encouraging their followers to create user-generated content for Daniel Wellington.
Image via Instagram
Brands need to shift from traditional advertising methods to influencer marketing as millennials live on the internet.
When targeting them, you should focus on understanding their tastes and preferences. They have a good sense of popular trends, and can quickly identify if an influencer is credible or not.
The strategies mentioned above will help you leverage your influencers effectively to target millennials. Just make sure that you find the right influencers.
Remember, millennials are the ones who have the highest purchasing power. So being able to influence their purchases will be great for your business.
Can you think of any more strategies to target millennials? Feel free to share them in the comments below. Also, if you are looking for an Influencer Marketing Consultation for your brand then feel free to contact me.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.