Today, millennials constitute about a quarter of the total human population, effectively surpassing the baby boomer generation. Meanwhile, the ensuing generation – gen Z – almost account for 30% of the population. It’s safe to say that younger people will soon drive the economy with their spending habits and investment decisions. That said, targeting a younger demographic either as a supplement to your existing market or for an entirely new product or service niche can be fraught with challenges. Here are five tips to help you accomplish it:
Use Social Media
Younger people comprise a bigger chunk of social media users, with a survey on AACAP revealing that roughly 90% of teens between 13-17 have used social media at least once. Teens and young adults use social media to stay connected with peers, meet new people and communities with shared interests and beliefs, find career advice and support, and express themselves. Knowing your target audience’s purpose for using social media can help you better create content that engages and resonates with their intended viewers. With the total number of social media users, irrespective of age, amounting to over 3.6 billion worldwide, it makes sense to establish a social media presence for your brand, even if you aren’t targeting a specific demographic.
Use Memes
Memes are perhaps the most popular form of entertainment that younger people spend their time watching or reading online. Ever since the first meme – Dancing Baby – went viral on the internet in 1996, hundreds more have been added into circulation, ranging from cartoon skits to quoted movie characters. Making memes, however, can prove to be technically challenging for anyone who has little to no experience in working with graphic design or image/video editing projects. Fortunately, you can find websites today that simplify the art of making high-quality memes. These platforms use your comical ideas and turn content into meme formats for presentations, blog posts, and other marketing materials for your brand.
Have a Mobile App
A new survey on NPR.org reveals that 53% of children own a smartphone by the time they turn 11, and about 84% of teenagers in the U.S. own at least one mobile device, be it a smartphone or tablet. Thus, it only makes strategic sense to have your business’ content and brand message packaged into a mobile application. Having a mobile app not only lets you reach younger audiences, but it can also benefit you in other ways. For instance, it’s easier and cheaper to push new updates, such as upcoming product or service launches, to your existing customer base with an app. If nothing else, a mobile app can add a layer of legitimacy and trustworthiness to your brand. Nowadays, some consumers are reluctant to trust a business that doesn’t have its own mobile app or website.
Make Your Content Shareable
Content with high-share value, such as funny gifs or informative blog posts, is more likely to be shared by users to their social circle of family and friends who, in turn, may share it to their own group. This repeated sharing of the same content on social media is what creates the viral effect. You want your content to have its own gravity that draws in more attention by the minute. Before you post something on your business’ Facebook page, ask yourself – is this something that people would think is humorous, thought-provoking, or informative? Remember, quality is always better than quantity. It’s better to release quality content less frequently than spam generic content simply to grab five seconds of your consumers’ attention.
Offer Incentives
Younger audiences, as with any generation, respond positively to rewards. By incentivizing certain actions, such as sharing a blog post or liking a story, you are more likely to encourage said actions to take place. Hosting contests and giveaways are also both good ways to gain brand awareness. Create a short video explaining the contest mechanics, rewards, and terms and conditions. Choose an event and prize that resonate with younger participants. For example, hosting a virtual bingo night with new bed linens or crossword puzzles for prizes may fail to attract participation from younger audiences.
Incentivize and use the right tools to get your brand in the crosshairs of a younger target market. It’s all about making your product, service, and content noticeable and trendy.
