The best marketers are those who understand the needs of their audience and are then able to use this insight to inform their communications. When trying to engage with younger potential customers (for example, Millennials and Gen-Z), traditional forms of marketing are often not as effective, as they tend to consume information and content at a much faster rate than previous generations and conduct most of their interactions online. For businesses that have relied on the same types of customers and marketing tactics for a long time, it can be difficult to shift to a new gear. If you are a business owner, here are some tips and ideas to help you appeal to a younger audience.
Stay on top of ‘what’s trending’ on social media
Younger consumers are more likely to be engaged with what is happening on social media platforms such as TikTok, Facebook, Instagram, and Snapchat; that is, the latest trending topics of discussion, memes, hashtags, dance routines, or challenges. When a brand can jump on a trend, new music or movie release, or big news, and show themselves to be connected to popular culture, younger customers are more likely to identify with them. It is important that your content and communications are as unique as possible, but jumping on the social media bandwagon now and again can boost your appeal.
Engage with influencers
A similar topic to social media trends is that of influencers. Social media has given the average person an international platform on which they can give their opinions and build a following of other like-minded users. This has led to the emergence of influencers: that is, people who have a large audience who value their opinion and therefore they are able to influence lots of people to follow their example. If an influencer tells their audience that they wear a particular brand of makeup or they review a film positively, many more people will follow their advice. Consider contacting a relevant influencer in your industry who may be willing to try your product or service and review or promote it to their audience.
Strengthen your visual branding and identity
Younger generations tend to have shorter attention spans because of the volume of information they are expected to digest each day. This is why the strongest brands are those with a visual identity; we only need to see a shape or colour to think of the brand, or when the company is mentioned, we instantly see their branding in our mind. Branding typically starts with a logo, colours, and possibly a font on a website – but it should extend much further. Every communication and marketing campaign that you create should be branded, whether you are creating a poster or sending an email. You may also want to consider investing in branded promotional products that are popular with younger people. Take a look at anthembranding.com for some ideas.
Remember to engage with your audience
While life and communication move quickly for younger people, this only makes them crave more meaningful interactions. They want to be seen, valued, and treated as an individual by the companies that want their business. When a younger person reaches out to you or mentions your brand on social media, you need to be responding and engaging with them, even if their comments are negative. Your interactions should be unique (not a one-size-fits-all response) and positive in tone, inviting further interaction and feedback.
