According to the U.S. Census Bureau, millennials now make up the largest share of the U.S. population, at 28.7 percent. A Brookings Institution analysis states that by 2020, one in three adults will be a millennial. And millennials currently account for more than $1 trillion in U.S. consumer spending.
So how can brands best connect with this generation? NewsCred’s recent study, The Millennial Mind: How Content Drives Brand Loyalty, sought to find the key to millennials’ hearts, minds, and wallets. The results showed that 62% of millennials feel that content makes them feel more connected and loyal to a brand. The problem? Only 32% find today’s brand communications helpful.
So what can you do to make sure you’re leveraging your content to successfully reach this generation? According to this blog post, 10 Proven Ways for Brands to Connect with Millennials, employ these tactics:
- Tailor content to individuals’ unique cultural interests
- Make sure content is useful or helpful towards solving everyday problems of millennials
- Avoid being sales-y or self-promotional
- Keep it short
- Aim to be thought-provoking and intelligent
- Be funny
- Be authentic
- Don’t bank on virality or social endorsements alone
- Ensure personalization by price point, location, race, etc.
- Deploy formats that are easy to digest and share
And what shouldn’t you do? Check out NewsCred’s infographic on the seven reasons why content fails to resonate with millennials: