The Millennials – the generation of people who entered adulthood around the first decade of this century – are no longer the ‘rising generation’. The oldest Millennials, born 1980 - 1982, are now in their early 40s and deep into their adult life, and many of the decision-making buyer personas targeted by B2B businesses will include professionals from the Millennial generation.
For business owners, the maturity of the Millennial generation means that the preferences and styles of the Millennials must now be fully accommodated in any digital marketing and social media campaign. This not only helps businesses better connect with a core market of motivated buyers but also helps bridge the gap between the more mature Generation X professional generation (now in their 40s and 50s and comprising the majority of senior directors and business owners) and the rising Gen Z consumer market in their teens and early 20s.
So, what can you learn from the millennials on social media to help grow your business and keep your content relevant?
Embrace Change
One of the key things that set Millennials apart from their contemporaries among Gen X and Boomer generations is their openness to change. Many people in this generation are constantly on the lookout for new technologies, apps, and solutions that can make their working and personal lives easier. As a business owner, it is essential to be just as receptive to change in your social media content. Whether that means exploring new social media platforms, experimenting with video content, or simply trying out a new marketing tool, you need to be willing to take risks and think outside the box.
Use More Visual Content
Visual content is king on social media; whether it’s photos, videos, or memes, Millennials love content that is more visually engaging than plain text on its own. If you want to capture their attention (and that of other generations too), you need to make sure that your social media posts are visually appealing. This doesn’t mean you have to spend a fortune on expensive video or image production – sometimes a simple smartphone video or photo can be just as effective, as long as the content is high-quality, original, and relevant to your brand.
Focus On Quality
Millennials – like their older contemporaries – are incredibly discerning when it comes to the digital content they consume, and they are quick to filter out anything on social media that they perceive as low quality or irrelevant. To avoid this, your social media content must offer real value to your audience. Create each post to provide something of value or interest, whether it is a blog article, an infographic, or a promotional offer. This way, you can build a loyal following among a young professional audience that trusts your brand and is more likely to convert into customers.
Speak Authentically
Honesty and transparency are essential components of any successful social media strategy, regardless of the demographic, and Millennials are particularly attuned to insincere brands and virtue signalling. Your social media presence should genuinely reflect your brand values and your unique personality as a business. It’s okay to be playful and humorous if that’s the tone that suits your brand, but make sure that it’s genuine and not just an attempt to ride on a trend or fad. The key to success is honesty and transparency, while still showcasing your brand’s unique strengths and selling points.
Have Fun
Despite the ubiquity and seriousness of social media in the present day, don’t forget that social media was originally supposed to be a fun medium. The Millennials were among the pioneers of social media as we know it today, and while it’s important to take your social media seriously, you should remember that your followers are also looking for entertainment as well as information, bringing social media back to its roots. Don’t be afraid to inject fun and personality into your social media content: creativity, humour, and individuality go a long way in creating a more relatable and memorable brand.
Create Your Own Voice On Social Media
Social media is a continually evolving landscape, with each generation of users shaping it to reflect their unique culture and preferences. Cross-generational social media marketing requires a proactive mindset to stay ahead of emerging trends and technologies. By embracing the characteristics and behaviours of Millennial business owners and decision-makers on social media, you can foster a more effective social media strategy that resonates with an expanding professional demographic, thereby helping your brand grow.
To find out more about creating your own unique social strategy with the help of the JDR Group social media team, please get in touch today.
Image Source: https://www.pexels.com/photo/excited-young-diverse-men-and-women-taking-selfie-on-rooftop-5935228/
