Baby boomers love making fun of millennials and they get away with it because baby boomers has been the generation that’s been keeping the economy afloat and generally dictating buying trends across all industries. However, since the generation of tech-savvy kids is now turning into employed young-adults with buying power, millennials may have the last laugh.
The Need to Market for Millennials
A millennial is someone born in 1980 and beyond, but the demographics continue to change every now and then as new studies pop up. Millennials benefitted from access to the Internet, which makes them the most internet-savvy of all generations.
Why do you need to market for this generation? Here’s why…based on data collected from mid-2016 to mid-2017:
- In the U.S. alone, 83.1 million people belong to the millennial generation – that’s about 27% of the population.
- About 86% of millennials have smartphones, and they spend an average of 19 hours per week on their phone.
- 30% of smartphone-using millennials use it to make online purchases at least once a week, while 15% of them shop online via their mobile device “multiple times a week.”
- Millennials have $200 billion in annual buying power
With these figures in mind, retailers are beginning to work harder to engage with millennials who are slowly shaking things up and redefining buying habits. Millennials are quick to adapt to new technologies, and they expect the world around them to follow suit.
How to Write Copy for Millennials
Millennials are not the easiest people to sell products to, which make it an interesting time to see how brands and retailers come up with new and creative ways to engage a generation born into the online world. So how do you optimize content for millennials?
1. Learn how to Captivate their Attention
Millennials are known to have short attention spans, which means you only have seconds to grab their interest with what you’re offering. When writing copy, it’s best to divide huge chunks of text with smaller, easily digestible portions. If possible turn the text into infographics or videos, which millennials are more inclined to click.
Another way to get the attention of millennials is through storytelling. Trigger their emotions and offer something they could relate to.
2. Avoid religion and high-and-mighty preaching
This generation is known to be cynical of many world issues and is found to be the least-religious demographic in history. They’re spiritual, but only about half of millennials believe in a God. They can spot hypocrisy a mile away, but can be convinced to rally for a cause if they feel the sincerity.
Millennials are mostly egalitarian, so any sexist, racist, homophobic or any message that would suggest you don’t support equal rights would quickly turn millennials off, or worse, make your business go viral in order to scorn. Unfortunately for you, this generation won’t fall for the old ‘bad PR is still good PR,’ so it’s better to maintain good standing with millennials.
3. Keep Up with Trends
Pop culture of millennials is based on memes, online trends and other viral stories. As a brand, your chance of connecting to this generation is greater if you’re up-to-date with trends online. Such is the case of Nike’s successful mini-series ads about sisters “Margot vs. Lily,” which began to bore millennials for its “long-form style,” but the interest in the next episode quickly grew, and led to an overall positive – and trending – response from female millennials.
4. Conduct Honest Ad Campaigns
No customer really loves being duped by an ad, regardless of generation, but millennials have a special level of distrust with ads and think ads are self-serving. When writing ad campaigns, the best way to market to a millennial is to provide an authentic story, be straight-to-the-point about what you’re offering, and never lie. Since millennials are exceptional at online research, fact-checking and digging deeper into a company’s credibility is second nature to this generation.
5. Use a Conversational Tone
Millennials don’t respond much to business-speak, so if your target audience is anyone from this generation, it’s best to keep your text as conversational as possible.
6. Craft Share-Worthy Content
The age of social media continues to be at its peak, and the number one demo of Facebook, Twitter, Instagram, Pinterest, and other social media networks are the millennials. When writing for this generation, go for a share-worthy topic that spark millennials’ curiosity that they won’t be able to resist sharing it to their friends online.
The Bottom Line
Like other generations that came before millennials, it’s not good to generalize an entire demographic. However, when millennials are your target market and you need to capture their entire through content, following these tips (above) can get you a way into the lives of millennials and benefit from their buying potential.