Who is the HOT generation out there today? The generation most brands want to engage with, but few actually do?
Millennials!
There have been countless articles that define the millennial generation, and a lot of them say the same thing… these 18-30 year olds:
- comprise 20% of American adults
- are “digital natives” born into a world of iPods, Apps and Facebook
- over 75% of them have at least one social media account
- 40% of them have a bachelor’s degree, more than any previous generation
Although all of this information paints a nice picture of who millennials are, brands should really focus on how to reach them. And the best way to do that is figuring out what they are talking about or engaging with.
Let’s look at some of the top brands millennials are engaging with on one of the largest social platforms, Facebook:
- Nike +12 million fans
- Oreo +33 million fans
- Red Bull +38 million fans
- Beyonce +47 million fans (yes, people are brands too)
Why do these brands have such large followings? Probably because their social media brand strategies focus on content. Millennials won’t take the time to get to know your brand, or read about your rich brand intrinsics, story or products if you can’t provide them with unique and interesting content, especially on social media.
Below are some examples of the millennial-worthy content the above brands are pushing out:
Exclusive Pictures And Videos
- Red Bull Live TV has multiple channels that are constantly streaming videos. Some of the most popular are snow sports, motorsports and X Games.
Added Value Experiences
- Nike+ Support gives fans great customer service by quickly answering all Nike related questions.
Free Stuff
- Beyonce promotes where fans can get tickets to her upcoming concerts, often giving them the opportunity to win free ones.
Culturally Relevant
- Oreo posts about major events in real time. A few great examples have been the Mars rover landing, the 2013 Super Bowl blackout and equality for the LGBT community.
Shoot me your own thoughts on this generation! Or share a link to some successful social media campaigns that engaged millennials.
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