By: Jessica Apicella
In today’s marketing and advertising world, the only demographic that seems to matter is the millennial. Everyone wants to unlock the secret to reaching this generation and one thing is clear: traditional strategies of print, TV and radio aren’t really making the magic happen.
One of the top tips from a recent Forbes article is to “meet them where they are.” And, this really isn’t a novel idea. Marketers and advertisers have always chosen media based on what their target demo consumes. The fast-paced changing media landscape makes this is so important to keep in mind now.
There are more choices than ever. Outside of print is digital – and not just news sites, but any website. Social media channels have grown beyond Facebook and Twitter to include Instagram and Snapchat. TV has evolved to include Connected TV, Hulu, Sling, Roku, and Apple TV. And radio now incorporates Spotify, iHeart, and Pandora. It’s important to keep up with the newest trends and mediums because that is where the millennials are. They are ahead of the technology curve and set the trends for the next big medium.
Ok, so you found where the millennials are, but it’s not only about meeting them there. You also need to create content to engage with them in a meaningful way. One of the best ways to do this is by utilizing video. Opting for video over text can help increase engagement and amplify a brand’s messaging. For instance, consider using Facebook Live feeds instead of static images and developing fully produced commercials edited down into :8, :15 and :30 second videos that post to all social channels and digital networks.
Thompson & Bender recently created and executed a campaign for Generation Yonkers, whose goal is to attract millennials to the booming city of Yonkers and highlight its emerging art scene and exceptional quality of life. Not only did we see that the video’s views were extremely high, but they also garnered high click-through-rates and drove a ton of new traffic to their website. Plus, the engagement on social media posts went through the roof.
Millennials want interactive and interesting content sitting in their newsfeeds. Content is king, and video content rules.