Millennials, also known as Generation Y, are broadly defined as those born from the early ’80s to the early ’00s. Three quarters of the tech-savvy 16-24 year-old subset spend longer than ten hours online every week, and almost all use Facebook (97%), which is the most popular network for brand interaction for the vast majority.
But what do they expect from brands on social media? Here are some dos and don’ts.
1Millennials above all want two things from brands on social media: they want to save money, and they want to be entertained. Reward your fans and followers with exclusive offers, promotions, and competitions.
2Err on the side of not posting “enough”. Use analytics to identify which posts are the most popular, and only post the really good stuff. Millennials like brands that they know enough about to be able to identify with, but they don’t want to be bombarded.
3Don’t force users to sign in with Facebook Connect in order to use your website or app. Respect your audience’s right to privacy.
4Make sure that you are always accessible and responsive, provide enough of the information that users may want to know, and answer any questions and complaints quickly.
Unless otherwise specified, all figures have been taken from the Voxburner Social Media and the New Generation Autumn/Winter 2013 survey of 16-24 year-olds. Additional information has come from the following sources:
Images taken from the following brands’ Facebook pages:
Innocent, Lomography, Threadless, Old Spice, Oreo, Nintendo, Budweiser, Lego, Red Bull.
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