INSTA-PRENEUR :
Social Media Marketing to Millennials
By Samantha Barna
Ah , millennials … the generation that ’ s been the target of so much recent media attention . Some critics say we ’ re entitled , while others praise our creativity and passion for social causes . Regardless , millennials are a unique generation , and they have dramatically different spending habits and tastes than those of their parents . According to a University of Massachusetts study , in 2015 , millennials spent an estimated $ 2.45 trillion dollars , making them a critical target market for many businesses .
We were raised with technology , and because of this , we are avid social media users and consume information in a dramatically different manner . Social media is an important driving force in engaging millennials with your brand and driving sales .
Build a Brand Personality
Millennials love finding humor online , from tweeting GIFs to creating memes out of seemingly innocuous photographs ; we love to laugh . Building an engaging brand personality through your social media will draw millennial users to you ; we want a brand that engages with consumers through humor , consistent engagement , and a defined “ voice .” Excellent examples of brand personality can be observed on Taco Bell ’ s (@ tacobell ) and Chipotle ’ s (@ chipotletweets ) Twitter accounts , both of which craft hilarious tweets that draw large amounts of consumer engagement . Millennials want a brand with a social media personality , not a constant stream of social media ads . Traditional push strategies don ’ t always work with Millennials , so be sure that your online content creates excitement and doesn ’ t come across as too commercial .
Image is EVERYTHING
Millennials LOVE visual platforms , like Instagram and Pinterest . Above all else , make sure that the images and graphics your brand is using are of the highest quality . If your brand doesn ’ t have a camera crew or you ’ re not a great photographer , don ’ t worry ! Download the VSCOcam app and Adobe ’ s Photo- ShopExpress app to get started . VSCOcam enables your iPhone to easily take higher quality photos than just using its camera , and PhotoShopExpress is a pared down , mobile-friendly version of PhotoShop that will enable you to improve photos . As your brand grows , invest funds into your brand image , it will be well worth it . Be sure that everything you post is “ on-brand ” and reflects how you want others to view your business .
“ Curate ” Your Feed
“ Curation ” goes hand-in-hand with brand image . While this doesn ’ t imply the traditional definition of “ curation ,” think of yourself as having similar duties
“ Social media is an important driving force in engaging millennials with your brand and driving sales .” to the curator of a museum . Just as a museum curator is responsible for creating meaningful displays centered on a central theme , you are responsible for creating meaningful posts and content that reflect the essence of your brand . Make sure that your posts are always focused around your brand and are consistently high quality across all platforms ; don ’ t crowd your followers ’ feeds with ‘ junk .’ An important aspect of this curation is to use hashtags in a meaningful way , as Millennials often view overuse of hashtags as cheesy or annoying . Focus on using one or two branded hashtags per post ( i . e . # YourBusinessName ) and then incorporating several hashtags that have large
SUMMER 2016 INSPIRING LIVES 29