Millennials grew up in the middle of two very different eras. They had both landlines and cell phones. They were the first ones to use the internet daily. They were growing up at the center of a technological shift.
What did this technological shift mean for digital marketing? Well, millennials are familiar with the commercials from childhood that demanded their attention in between cartoons. However, once the internet and social media came into the picture, advertising became more of a two-way relationship. Consumers can decide when to get online and who to follow.
When done right, influencer marketing fits right into a user’s organic feed and they don’t feel that their social media experience is disrupted. This is why millennials prefer sponsored content from influencers over ads. It feels more real and authentic.
Many influencers are millennials themselves. This is the generation responsible for the creation of influencers. Keep reading to discover the ins and outs of marketing to millennials. We’re getting into their heads to understand exactly how to reach them with influencer marketing.
What Do Millennials Like About Influencer Marketing?
Millennials were born between 1980 and 2000. Millennials came of age alongside a sudden growth in technology. They went from seeing celebrities promote products or services on TV to influencers promoting on social media.
Millennials prefer influencers to celebrities and actors on TV because they see them as real and authentic. They probably have a friend that is an influencer. The more they see themselves in the influencers, the more they relate to them.
Marketing to millennials is all about relatability. When an influencer is relatable, they can be trusted. A celebrity is so far removed from everyday people that they are harder to relate with. Millennials were the first generation to see this change from celebrity endorsements and traditional marketing to influencers and internet marketing.
Digital marketing gives the viewer more control over what and when they see promotions. You choose who you follow and when you open social media. With traditional media, everyone sees the same commercials and only when you wish you were watching your TV show. Traditional marketing comes off as too pushy and spammy for millennials.
Digital marketing with influencers allows you to target a specific niche and create a community that supports that niche. It makes the experience of marketing much easier to relate to.
What Do Millennials Value in an Influencer?
Seventy-six percent of millennials say they would rather spend their money on experiences than material things. Compare that to 59 percent of baby boomers who said ownership is happiness. Millennial consumers are not afraid to spend money on experiences. Millennials are the dreamers. They unapologetically care about themselves as well as a good cause.
Millennials care about social issues. If someone stands for a good cause, millennials want to get behind them. Passion for a social issue gives them common values with the influencer further building that trust.
You want to find an influencer that has a reputation for believing in social causes. Sources like Fourstarzz Media can help connect you with influencers that stand for a good cause.
Using Influence When Marketing to Millennials
Marketing to millennials is all about staying real and human. When influencer marketing is right, it blends seamlessly into the user’s feed. It fits right in with their interests, friends and family. The influencer may even be seen as a friend. Influencers feed the desire to belong and express loyalty. This is why they are one of the best marketing strategies to reach millennial consumers!
Authenticity
Relatability drives purchases. The more authentic a person can be, the more people relate to them. After gaining the audience’s trust, the recommendations made for them will be trusted. If you believe someone knows you, then they would know the products that would help you.
If you share the same lifestyle with someone then you probably ask them for recommendations. You ask your friends where the best restaurant is or what shoes to buy for running. You trust your friends are like you so they would know!
Context
Think about how the brand fits into the influencer’s life. The promotion needs to make sense and fit seamlessly in order to pull off the authentic recommendation. If you have an upper-class influencer promoting a value brand, that won’t come off as real. It will feel out of place. It will feel like the traditional commercials that interrupted the millennial’s cartoons.
The promotion needs to be a product that the influencer would actually use and love. This is why you need to be selective with which influencers you use for your products.
User-Generated Content
Millennials grew up in the first era that pushed people to make content. They are familiar with interactive posts that push engagement. Make posts that inspire them to make their own.
Social proof is invaluable. That is when someone sees another customer buy something and present it in a positive light. If influencers can get their audience to create content showing off their products, that is ideal social proof.
This social proof comes in the same form as social media content. It creates an authentic relationship with the product rather than the intrusive interruptions from TV. When a product works for other people, it is natural to want it too. Social proof is a powerful marketing tactic.
Incentives and Rewards
Photo contests can get people excited about making that user-generated content. Contests create an incentive around the product and get people excited to interact with the brand.
Incentives and rewards make followers feel like they have VIP treatment. Special discount codes shared on social media make them feel like they have special savings and you foster that loyal community.
Social Media Takeovers
A social media takeover is when you give an influencer control of your account for a limited time. This changes things up for your audience. You get their attention with a change in pace, and they have the opportunity to build a connection with your influencer. Hopefully, the influencer is relating in an authentic way and gaining your follower’s trust.
Niche influencers are more accessible than mega-influencers. Marketing is more likely to show up in the correct context if you have a niche influencer. You want genuine and accessible content created with the influencer. The more you niche down, the closer you get to your target audience with that connection.
Marketing to millennials with influencers is a powerful way to connect and gain trust. Branded content that is seen as authentic drives positive engagement. Add relevant influencers to your marketing strategies to reel in the millennials. You can always use a little more human connection for your brand!
Curious about Gen Z? Check out our blog on Influencer Marketing to Gen Z.
