Your Guide to Millennial Marketing

Guest blogger  from HeyOrca!  gives us a birds-eye-view into being a millennial in marketing…

What comes to mind when you think of the word millennial?

Some people might think entitled or impatient. I know of certain parents who may consider a certain millennial ‘lazy’ (sorry if my 5 classes and part-time job leaves me needing a nap). Some people think that millennials can’t hold down a job because they’re too busy travelling the world and documenting it on Instagram. Others think that we’re happy laying on our parent’s couches until we’re older twenty-somethings (I’m only 21 so I still have some couch time left), while telling ourselves that 20 bucks a month is sufficient savings.

Moving from a society where you’re expected to be out of the house, hitched, and working a 9-5 by the age of 25, many people are opting to stay home to reduce costs, or help them through post-secondary. This contributes to a higher disposable income compared to earlier generations, and more buying power. It’s estimated that by 2017, millennials will spend upwards to $200 billion – which is ironic, because I’d spend a lot less moving out of my parent’s place.

The combination of all of this means that millennial marketing could go several ways. It’s easy enough to assume that because millennials spend so much time looking at a screen – whether that be a phone, tablet, laptop – that as long as your brand is on the major platforms, you’re golden. Unfortunately, not so much the case.

So, coming from a millennial, here’s how to market to me.

Authenticity wins big

If these dodgey dating apps have taught us millennials anything, it’s how to have a keen eye for insincere, fake intentions. We don’t trust traditional, profit-driven advertisements – we know you’re a brand, so we can connect those dots ourselves. Why would I want to spend my money on a brand that’s traditionally salesy, when there are brands out there being honest and open about their product and pricing? Though some people may not think so, millennials still want to make well informed purchase decisions – and brands that give me the resources to do so are a lot more likely to get my business than a brand that uses billboards or pop-up ads. This authenticity also helps build a relationship of trust. If you wanna check out one brand that prides themselves on transparency, visit Everlane, by far one of the coolest brands, and Instagram accounts, I’ve seen.

Strategic content

Like I mentioned before, just because your brand may be on every platform for every device that millennials are using, doesn’t mean we’re necessarily listening. If you want millennials to notice you and your brand, your content strategy should include:


Visual content is a power-house approach to engage, promote brand awareness, and get millennials to share your branded content via social platforms. Our attention spans may not always be the longest, and we always seem to be multitasking. Visual mediums like images, videos, or live-streaming events is a great way to get our attention, with minimal effort on our end (unlike reading, yuck). This form of content can also be easily shared and viewed on any major social platform, and can also be either be static or in real-time.


The most infamous word millennials have contributed to the English language is the ‘Selfie’. What can we conclude from that? Millennials see no problem focusing time on themselves – and even more so when they upload these pictures to Instagram or Facebook. So if given the chance to create their own content for a certain promotion or event, they dive in head first. Whether it be contributing snaps to a Snapchat Story, sending in videos of tips and tricks for different products, or capturing how they use a certain item – millennials love creating this kind of content on their own. Actually, around 46% of us. We love the creative freedom it gives us, and the opportunity for brands to share the authentic experiences (both good and bad) that their audiences have encountered.

Up to date technology  

Agencies aiming millennials target both on, and with, the latest in technology. It shows that you as a brand are up to trend, are relevant, and can share a common interest with millennials. 56% of us are among the first to try out new technology, and are 2.5x more likely to adopt new technology compared to other generations. Mercedes Benz hoped on the 360 degree video-bandwagon when promoting their latest SUV. Streaming on YouTube (notice, not television), the video features Instagram sensation Loki the Wolf Dog adventuring in the great outdoors, alongside their favourite Mercedes. Apart from the great combination of influencer marketing and storytelling going on, this shows that Mercedes is up to date and that they can create value using the latest technology.  

Beyond the bottom line

Even though some people associate millennials with being entitled, we’re actually much more inclined to do business with brands whose bottom line isn’t their only concern. Brands who consistently exercise corporate social responsibility can even charge higher prices to an extent – 37% of millennials will pay more if a brand supports a cause that they care about. Additionally, brands who are driven by more than just profit get more ‘millennial love’. Brand loyalty and helping others – honestly though, what’s NOT to love?

Millennials – we’re really not all that hard to figure out. We like being creative, expressing ourselves, and being heard. As long as your brand can engage with us, and give us the opportunity to do so, you’ll have us eating out of your hands (and not because we spent all our money on plane tickets instead of groceries).

6 Best Practices to Community Building & Reputation Management

Top Tip

  1. PARTICIPATE: Interact with influencers who have large followings consisting of your target audience. Write comments on their posts that add value to the conversation and you’ll attract new followers. And of course, respond to your fans as soon as possible.

Watch the full webinar below or check out the presentation deck on our SlideShare page.

Visit our Webinar Schedule to see our up-coming topics and register for the next one.

As a thank you for checking out our blog, we’re offering you $300 US towards any of our Social Media Management Packages listed here. PROMO CODE: blog01

Make It Worth Sharing – Facebook Ads

I’ve said it before and I’ll say it again. The power of Facebook (and Social Media) is in its REACH. If you share content on your Facebook Page, and one of your fans shares it to their own personal network, you’ve already reached outside of your fan base. If any of that fan’s friends share the post, whether they’ve liked your page or not, it will reach that person’s network. So if you have sharable content, it can be seen by an extended network of people who are not even fans of your page yet.
1 fan of your page has a huge extended network.
Recently there have been articles and blogs about Facebook removing Sponsored Stories in April, 2014. While this is true, there is no reason to panic. Focus on creating interesting content for your niche demographic and you will succeed at Social Media. These stories have come out of a post to the Facebook Developer’s blog where it states it will “sunset Sponsored Stories”, meaning they will be put to rest forever.

Every year, and sometimes sooner, Facebook updates its Ad Manager. This usually happens in the spring. The updates are based on many things: usability, user feedback, and of course Facebook’s business operations.

Last year Facebook announced that it would bring social context to all ads, not just for Sponsored Stories. So as of April 9th, any Sponsored Stories will cease to run. But all ads, at that time, will have social context built in. 
Social context refers to the sharing, commenting, and liking of content on Facebook. If you create an ad, and I like the ad or share it on my News Feed, of course my friends will see that. Making your ad sharable is the key to getting your best return on investment. 
This is directly from an announcement Facebook made in June last year:
“[We will] …include the best of sponsored stories in all ads. Previously, to get the best social context available, advertisers had to purchase sponsored stories in addition to ads. In the future, for example, when you create a Page post photo ad, we will automatically add social context to boost performance and eliminate the extra step of creating sponsored stories.”
At the time of the announcement, a lot of people were focused on an idea that Facebook was removing “offers” but when you read their actual announcement it says “It also means removing the online Offer product because marketers have found that using a Page post link ad is a more effective way to drive people to deals on their websites.” The key to that sentence was the word “online”. Offers are still there, Facebook just simplified it to focus on in-store offers rather than online offers.
Forbes is suggesting that removing Sponsored Stories could be a result of a class action law suit against Facebook due to privacy concerns. If this is true, then Facebook’s shift from Sponsored Stories to “social context” may take a different form than they initially intended. 
Social context will always be a part of Facebook advertising, no matter how things change. It’s the entire reason these ads work in the first place. 
Get in touch if you have any questions or need help creating social ads.
My sources for this information:

Why Do Businesses Need Social Media?

People buy from people – relationships are the key to sales. 

Interview Excerpt:

Social media has exponentially increased the amount of people you can connect with, which means you can develop relationships with thousands of people for less time and money than with traditional networking.

Creating a strategy doesn’t have to cost a lot of money and it is a valuable investment.
Businesses are seeing 4 times their return on investment (ROI) for time spent in social media and those using advertising programs such as Facebook’s FBX are seeing 16 times their ROI!
Boutique agencies, like ourselves, will build a strategy that help you use social media most effectively for your specific needs. Your strategy can be set up in a modular fashion with iterations tailored to your budget.

Strategies are your road map to guide you in your social media marketing decisions. Social media is all about who you should be connecting with and what sort of content you should be creating or sharing from others.

A Social Media Strategy provides you with advice and guidance – it tells you who you should be connecting with and what sort of content you should be creating or sharing from others. Your strategy should include the following:

  • Review of your overall business goals, not necessarily specific to social media. Do you want to increase sales? Improve customer service? Expand to a new market?

  • Definition of your target audiences to show that your Social Media Consultant understands your business.

  • A list of measurable goals that the strategy is working towards.
  • Recommended online goals.
  • Specific social media campaigns with examples including which platforms to use and which to spend most of your efforts on.

Many businesses think that “if you build it they will come” but simply creating a Facebook page will do very little for your business. You need to be active on the platforms you choose, in order to be successful in social media.  It is similar to face-to-face networking – the more interactive you are, the more likely people will remember you (your business) and you will gain their trust and respect.

Another common mistake is that many people will hire companies that simply promise to increase your number of followers. What will you do with thousands of followers who don’t care about your business? You are more likely to find qualified leads (potential clients who convert to sales) with a smaller amount of followers that have been targeted by a well-reasoned campaign, than by randomly finding thousands of people who will follow for the sake of following. 
Your clients are on social media so if you don’t have a plan you are risking missing out on conversations about your brand AND you are definitely losing money in the form of potential clients. Social media is the best way to gain Search Engine Optimization, brand recognition, and find qualified leads.

To see my full interview by Ronalda Walsh check out her blog “Insight: A window into the world of communications & pr”.

Christina Adams, Director Social & Digital Media, Antenna Social Media + Design