Four Ways Brands can Appeal to Millennials on Social Media

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.

mosaic

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.

Graph: why do users follow brands on social media?

Thumbs Up28% of facebook users surveyed said that they used the platform specifically for offers and discounts.
Thumbs Up53% said that they used facebook as a source of entertainment.
Budweiser campaign example

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.

What makes a brand appealing or annoying on social media?

twitter-logoMillennials don’t like being told what to talk about. Branded hashtags can seem at best desperate and at worst annoying. Instead, let users develop their own, and reward the best with a retweet.
full-width-image-2

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.

43% are concerned about the security of their personal details.68% don’t like websites or apps using Facebook Connect to share account details.

thumbs-downEcommerce sites take note: only 4% would be happy using their Facebook account to buy online.
thumbs-down38% would avoid using the Facebook Connect method to log in completely.
full-width-image-3

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.

Over 50% have used social media to inform a purchase.
41% of those aged 16-19 always compare prices online first. This figure rises to 52% for 20-24 year-olds.
49% have used social media to find information about a brand, or to make a complaint.
Users spend on average 21% more time with brands who provide excellent customer service (according to a 2012 survey conducted by American Express.)

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:
entrepreneur.com/article/229815
voxburner.com/publications/270-hashtags-and-tv-shows-is-it-working

Images taken from the following brands’ Facebook pages:
Innocent, Lomography, Threadless, Old Spice, Oreo, Nintendo, Budweiser, Lego, Red Bull.

Feel free to embed the slideshow below on your own blog. And let us know what you think in the comments – have you discovered any tips that we missed out?

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