Written by Benjamin Potter | Creative Director, CLICKON
Five years from the time you have read this email, Generation Y will total more than $1.4 trillion in spending power. For the content marketers that have read our tips on how to enhance your content to reach millennials, you will know by now the importance of adjusting your tactics. Here are 3 very simple tips that will make your content resonate better with Generation Y so they view your brand positively.
1. GO IN WITH THE UNDERSTANDING THAT MILLENNIALS EXPECT MORE FROM YOU THAN PREVIOUS GENERATIONS
Millennials are the most demanding demographic that has ever lived. While you could make average content and get away with it when talking to Generation X, that just isn’t going to cut it for Generation Y, I’m afraid.
A recent study by NewsCred found that 30% of millennials refuse to read content that doesn’t “entertain or inform them.” 60% of them will share content if it’s “thought-provoking and intelligent.” 70% of 18-34 year old’s share content “that makes them laugh.”
2. CREATE RELEVANT CONTENT THAT’S NICHE
Studies have found that millennials don’t like broad content being pushed towards them that adds little value to their lives. For example, Generation Y golfers want stories that resonate with their daily struggles of breaking 90 in a creative, funny and informative way. Be even more specific. If you’re targeting golfers in the Midwest, cater to their struggles of playing golf in the winter amidst 3 feet of snow.
If you can get to know your audience well, you will make them feel like they have your undivided attention. Millennials want to feel like the brands they buy from understand them.
Haven’t got the infrastructure to personalise content campaigns? Start by personalising emails. NewsCred have found that that it will increase the open rate by 26%.
3. BE FUNNY. MILLENNIALS LOVE TO LAUGH.
Generation Y grew up with funny people like Ricky Gervais, Louis CK, Kristin Wiig and Lena Dunham. Hopefully you have already found this through your research, but I’ll say it anyway – funny videos perform better than those that are serious. Content marketers must get their creative thinking caps on and figure out how to put humour into their content.
Connecting with millennials isn’t easy, but following these 3 simple tips will ensure that your brand is seen in a positive light by Generation Y. They are stubborn, complex creatures to understand, but once you get through to them, they will become your greatest brand advocates through their social conversations.