This shift is no more pertinent than when marketing to millennials. As teens and millennials of today, we’ve grown up on social media platforms. TV, print and radio are the dead media forms and YouTube, Instagram and Snapchat have become where we reside. As a consequence of this, there is a need now for brands to adapt.I’m in a unique position as both a member of what is called Generation Y, as well as a marketer helping brands reach millennials through my company Fanbytes. One of the ways in which brands can adapt is through the medium of social influencers, young teens and 20-somethings who, through their talent and personality, have been able to command large audiences who listen, watch and engage with their movements online. The opportunities provided by influencer marketing provides a levelling playing field for both the small and the big brand. In the old days, there were certain types of marketing; TV, for example, was not accessible to smaller brands by virtue of cost. With social, the barriers to entry are so low that a brand can collaborate with influencers and gain meaningful results for as little as £1,000. Not only do these social influencers provide a direct engagement channel to a highly social audience, the narrative and flexibility a brand can benefit from is much greater than buying adverts on Google or even Facebook. Marketers beware; most of these social influencers are young, most between 13 to 25, so one cannot approach working with them to reach a young audience in the same way that one can approach conventional advertising. From our vantage point, we were able to develop three main tips for when working with millennials. Entertain Craig Davis, former executive at J Walter Thompson, once said: “We need to stop interrupting what people are interested in and be what people are interested in.” This summarises the opportunity that lies in front of marketers today with the shift to social. An example is a collaboration we brokered between Go Pro and a football freestyler Kieran Brown. As opposed to just simply doing a review, a compelling series of videos around Bin Shots was created, which Go Pro then repurposed for their own channel – it has now seen over 855,000 times. Too often brands rush into the world of social influencers with the same mentality as conventional marketing, let’s send a bland display message to our audience and if we hit them with it enough times they will succumb. In the world of social, especially when using young influencers targeting young audiences, this flies out the window and there is an onus to entertain an audience into buying into you as opposed to just ramming it down their throats.
Read more on millennials:
- Emoji campaign trend on the rise as marketers seek to attract Generation Z
- 5 millennial myths and 6 personality traits your business should be aware of
- Why Britain’s business leaders need the experience of Generation Y
Timothy Armoo is a Huffington Post Entrepreneur Award winner. He is also co-founder of Fanbytes, a social influencer platform helping global brands like Nickelodeon, Go Pro and New Look to engage with millennials through top social influencers on YouTube, Instagram, Snapchat and Vine.
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