The world is facing a unique generation, the challenge for many brands is to find that voice that allows them to communicate with millennials correctly. This generation is about very specific features, which is an advantage and a disadvantage when designing a content plan focused on them.
The study of the audience will be the basis for creating quality content and assertive communication with them. However, keep in mind that this is a whole demographic, but one that can be reached with creativity.
The truth is, access to digital platforms is because communication flows more easily. In fact, millennials are the first hyper-connected generation, so there are more pros than cons when dealing with them.
If you want to know how to find the right way to communicate with this generation, keep reading the following information that will help you define certain aspects of communication.
Characteristics of this audience and tips for communicating with millennials
The millennial generation is made up of people born between 1981 and 1996. That is to say, that today they have understanding ages between the 26 and 41 years. Although they are not totally digital natives like generation Z, millennials have experienced the process of digital transformation with the rise of new technologies and have great digital skills.
It is characterized by being an idealistic generation and having a high level of training in general. In everything that has known consumption habits, millennials are attracted to brands that are close and with which they can establish a strong emotional bond.
They are fully digitized and take advantage of digitization for consumption. His is one of the generations that makes the most online purchases, so digital channels are highly effective for communicating with millennials.
How to create good communication with this audience group? These are the best tips to reach them.
1.- Correctly define your buyer person
Start at the beginning. There are many brands that get confused when correctly defining the buyer person and the target audience. Although it influences several characteristics, age or generation are fundamental. A small mistake here can lead to miscommunications that affect your content plan.
Now, if you want to study a bit about this generation, you should know that it is also known as generation and”. It’s basically the same, there’s nothing to worry about, but you do need to be aware of the terms to better hear how they work.
The age ranges that millennials cover are quite wide. Therefore, it is vital that you properly segment your audiences and be able to offer each one exactly what they are looking for. Still, the demographics are similar and serve to create a good foundation for communicating with millennials.
The important thing is that if your buyer person is over 41 years old, no loss has been generated.
2.- Communicating with millennials is telling stories
Stories should be the queens of content when you are going to speak to millennials, since they seek, above all, to form a bond with brands. For this, storytelling will be your best ally.
There are many ways to create content by telling stories. The possibilities are really endless, so if something is fundamental it is to be creative. Creativity and dynamism when telling a story will get your audience hooked on what you want to communicate as a brand.
In this sense, it is necessary that you cover all the aspects that constitute you, including your employees. Connect from the humanization of the brand by telling real stories.
Something you should keep in mind. Don’t try to lie to generation “Y” with scripts and elaborate stories, you will have catastrophic losses. Always be real and don’t be afraid of storytimes.
3.- Offer answers and solutions
It is already a lousy content or communication strategy, just exposing a series of problems without counting the solutions. If you do it trying to reach millennials, everyone may turn their back on you.
When you want to broadcast an efficient message, offer answers and solutions. This generation not only consumes social networks. For many, social networks are their home and their safe space.
As a brand, your work should be focused on giving it all the answers it needs. The algorithm helps a lot to reach your target audience, but whether they remain depends on the quality of the message you are broadcasting.
Not only must you spot their proper problems, you must also offer solutions and answers to them. That they get in your brand more than a simple publicity. That’s the real connection.
4.- Identify them with your brand, create links
Everyone likes things that they can identify with. Therefore, it is important that the links mark you with your audience, but really. To make this point clear, your brand should have characteristics that resemble millennials. For this you can integrate many factors, depending on what matches the personality of the brand.
If this comes, you can create an archetypal brand that is millennial. In this way, communicating with millennials will be something between “same”.
Another option is to link with brand ambassadors or influencers who are millennials or have their audience in them. If you identify yourself you will have better answers and results. Make them feel comfortable as you are sending them a message.
5.- Change your language, communicate directly
Communicating with millennials requires more precision than great skill. Remember that you are facing the generation of immediacy, so long, cumbersome and far-fetched messages will only make them bored.
With this generation you just have to be attentive to trends. Communicate like them without leaving your archetype. It is not about forcing expressions, but you must obtain a fluid form of communication.
Also, you need to listen to these expressions. You can know this by observation. What content are they identifying with? What are the comments they left? What do the featured comments on those posts say? Be very uninhibited when communicating.
Another important date is don’t try to point out their ignorance or make them look foolish. This generation is very intelligent and prepared. You do know the terms, but you don’t want to waste the necessary time.
6.- YouTube is your ally
YouTube is the second most used search engine after Google and this is not a coincidence, millennials are looking for answers on this platform.
If you include a YouTube video strategy, you will be able to communicate more easily with your audience. Apart from the tutorials, the podcast is a very consumed format on YouTube and by generation Y.
To work this network hand in hand with your brand, you need to think more about quality than quantity. The generation you want to connect with is a specialist in capturing production errors, look for a striking environment, produce with good lighting, image and sound. Also, always watch your spelling.
7.- Improve the quality of life with strata that go more and more with your sales
Another connection is the initiatives that improve the quality of life, and this not only applies to your group, all initiatives that promote good values will be well received.
To communicate with millennials, it is necessary to connect with topics that go beyond the basics and the banal. This is a generation concerned about their health, their physique and their psychology.. They are also moved by initiatives that seek the environment and, definitely, they love Animaux.
All these categories of content can be integrated into your communication plan, without being obvious, to generate sober conversations as the portal marks something else to society.
If you improve your quality of life or that of the individual or minority group, you will be well received by this generation.
8-. Communicating with millennials implies tolerance and sociability
You are facing a generation aware of its existence and the other, which moves for great causes. Although this generation has been criticized for flirting with bullying or cyberbullying, the truth is that it is not the rule. Millennials are tolerant, although there are always haters.
Normally, you will have this generation showing solidarity with a movement, with the minimum and trying to fight against the injustices of the world. There you have another way to communicate with them, using tolerance.
Although they are young and often seem disinterested, the truth is that they are deeply involved in feminism, the LGBTQ+ community, the eradication of violence, mental health and much more.
Get your brand to promote tolerance in some way and you will connect with that audience you are looking for.
9.- Be careful, it is fickle
To communicate effectively and not end up buried by your buyer persona, you need to think very carefully about what you say. Surely you have heard that term “crystal generation”, Well, it refers precisely to millennials (although it can include other generations such as Z).
So, you must measure very well the debates you want to create and the links you make. This generation can take you to the top, but it can also bring you down in just minutes.
There is a wave of solidarity among millennials that makes them automatically love or hate people, brands, and more. Beware of this and maintain sincerity in all your line of communication. Try to prevent the perception you have marked from changing drastically.
Digital marketing to communicate with millennials
As you have seen, a well thought out content strategy will take into account all the characteristics of the buyer person, including the generation to which they belong. It is clear that depending on your market niche it will be more or less easy to sell to millennials.
Well, if you need collaboration and a professional team to help you with your Digital Marketing strategy, Antevenio We are the agency you need. From our experience we can create content plans and help you with positioning through SEM and SEO campaigns.