While it seems contrary to
everything we see online, reporting shows that social media usage is down for
younger users. With that decline, integrated marketers, retailers, and all of
us are asking ourselves how to reach the Millennial and Generation Z consumers who
are dominating the marketplace. MarketingProfs has taken a look at how to continue to earn
attention and loyalty from these demographics without investing as heavily in
Shifts in Social Media Usage
and Convert recently analyzed findings from a large-scale annual report on
social habits by age group and had some surprising takeaways about Americans
aged 12-34. For this group, social media has peaked, leaving usage flat from
2015-2019. Except for Snapchat (which didn’t grow or shrink from 2017-2019),
all other major social platforms saw noteworthy decreases in engagement. The
only site that grew for this group was—unsurprisingly—Instagram.
With declines like this, how can
integrated marketers continue to reach out to this significant consumer group?
Facilitate Digital Shopping
Millennials and GenZ, especially,
don’t know anything other than online, apps, mobile, and instant communication
methods. As a result, traditional shopping and advertising methods don’t impact
them the same way the do others. They like that digital shopping is
self-directed and independent, and the shopping experience is customizable in a
way that a physical store cannot support.
, these consumers want their experience to be customizable to
their needs: schedules, interests, and the introduction of new items or
solutions that they didn’t even know they wanted. A whitepaper from the mobile
marketing platform Verve
, “…their mobile devices serve as muse, stylist, and runway,
enhancing the… shopping experience via inspiration, guidance, advice,
up-to-the-minute deals, and peer recognition.”
Mobile is a Must
Because Millennials and GenZ
require a digital shopping experience, any sites that they visit need to adhere
to mobile-first practices. If a site isn’t responsive, they are likely to
navigate away to one that is. No matter how great the content, deals or
products on offer, they seek creativity in design, usability, and
These savvy shoppers need to be won
over by brands who are courting them. They are vocal about their interest in
brands that share their values. They will support, promote, and buy from brands
that are authentic, honest, and dedicated to the things that matter most to
Offer Consistently Great Content
Not only does content need to be
enticing and creative, but it should also speak directly to the audience.
Integrated marketers should provide regular, high-quality content that is tied
to user interests. By building a database or repository of high-value,
buyer-focused information that speaks to consumers at their current position in
the lifecycle, brands will build a strong reputation with shoppers.
Email is Back!
Surprisingly, for all their
departures from “traditional” marketing, both Millennials and GenZ prefer to
hear from brands through email. Messaging, though, must be engaging, creative,
fun, and direct. Good design is a bonus but isn’t as critical as what is
Millennials and GenZ want value, authenticity,
and a direct relationship with brands. If your business can take the above
steps, you stand a good chance of earning their attention without a hefty
investment in social media. For help with engaging website design, signs,
integrated marketing, direct marketing, and creative services, PIP can help you reach these coveted demographics.