How Do You Reach Millennials?

The millennials are proven to be a challenging market. They are digital natives, the first generation to grow up attached to smart phones, tablets and laptops. They also grew up being nurtured by their parents, encouraged to question authority and advocates of work-life.

Millennials use social media to find news, information and trends. They demand only the best from brands and aren’t afraid to speak their mind. Studies show that they’re not influenced by advertising, but that they respond well to authentic influencer marketing.

Also, traditional advertising methods don’t work on Millennials. This fact is making it very difficult for brands and marketers to not only reach this group, but to adjust strategies in order to create more authentic and engaging ad campaigns. Millennials are very in tune with calling out inauthentic ads and modified images. That is for those who they actually see, a study by Moz and Fractly estimates that over 60% of millennials block ads.

Here are 4 guidelines on how to succesfully reach the millennial generation:

  1. Find your common grounds
    Try to find the common denominator between you as a brand and the millennial generation
  1. Engage and challenge
    Challenge your brand and develop new ideas that are unique and earn engagement. Don’t be afraid to take chances.
  1. Build trust through influencers
    Social influencers are the stars of the digital age. Use influencers as brand ambassadors to earn trust among millennials. Remeber that millennials generation pay more attention to authenticity than to the actual content.
  1. Do giveaways
    The millennials love the idea of getting something from little or nothing. Use this love to spread the word about your product or service. Boost engagement by allowing participants to earn entries by performing different kinds of interactions on social media and create a buzz around your product or brand.

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Why Influencer Marketing Works

5 reasons to why influencer marketing works

  1. Influencers have higher para-social interaction (PSL)
    Para-social interaction means that the follower develop an illusion and a feeling of friendship towards the influencer which makes a recommendation from an influencer equal to a recommendation from a friend.
  2. Publicity efficiency & word-of-mouth (WOM)
    Recommendations are by far the most effective marketing method. Studies show that consumers are inclient to purchase items when it’s recommended by a friend. According to Dahlén and Colliander WOM increases dramatically when influencers market the product comparing to marketing in traditional media.
  3. Improved brand attitude & purchase intention
    A consumers attitude towards a brand affects whether she will go through with the purchase or not. Studies show that the creditbility after being exposed for influencer marketing is significantly higher compared to being exposed for traditional marketing.
  4. Why publisher credibility matters
    Credibility of the publisher is crucial in order to influence potential customers. In a society where people gets overfloan with adverts and messages from companies, marketing often feels like spam. Consumers have become more resistant to marketing. Influencer marketing is exactly as traditional marketing, advertising. But because influencers tend to have a higher credibility among their followers the message doesn’t feel as negative as an advertisment in for example a magazine or on TV.
  5. Publisher-brand relationship
    If an influencer recommends a product or service, the follower tend to think the influencer has a good relationship towards the brand. This is due to the fact that the influencer is seen as a regular person. It is therefore unthinkable to believe that the influencer would recommend a product she doesn’t use.