In July 2016 the multi-platform reach of social media sites among UK millennials was 97.6%, that's the highest in Europe.
It's therefore evident that social media is the best way to reach your millennial target audience. But how can you tailor your social media marketing to break through the noise and capture the hearts and minds of millennials?
Create engaging content
It's essential to give millennials a reason to follow your brand’s social media pages. Exclusive discounts and competitions are a great way to do this but in order to establish a dedicated following you should focus on creating engaging and entertaining content that encourages users to like, share and tag their friends.
Maintain a consistent brand image
The most effective brands on social media develop their own recognisable personality. This means always using the same tone of voice in your posts across all platforms. You should decide which kind of tone suits your brand and your audience. This well help your followers to feel more connected to your brand. You should also use the same design, font, colour scheme (and Instagram filter) for all the content that you create and share. Your posts will then be instantly recognisable even when users are quickly scrolling through their feed.
Interact with influencers
Social media influencers and celebrities such as Confetti Crowd and Zoella have a huge, dedicated following. Successful brands recognise the power and influence these figures have among a millennial audience and use interaction with them to their advantage. Often this is as simple as sending them a sample of your product or inviting them to an event leading them to tag or mention your brand in a post. This will increase your social media following and brand awareness among millennials.
User generated content
Millennials who love your product or brand can be your secret weapon in your marketing arsenal. Through their own social media posts about your brand they'll help you to convert fellow millennials into loyal followers and customers. Brands who flourish on social media encourage their customers and followers to share photos of their products and tag them in their posts. This creates free content for you to share and use to promote your brand (just make sure you tag the customer in any posts) and creates a dedicated following. It's also a fantastic way to establish a trusted brand identity as new followers will see all your smiling, happy customers!