Millennials – generally considered as individuals born between 1980 and 2000 – are now the largest generation in U.S. history. Growing up with national tragedies like 9/11, tension and violence overseas, the 2008 stock market crash, and incredible technological advances have changed the way this generation operates and views the world. Now as they reach adulthood, it’s becoming more obvious that this generation also saves, spends, and shops differently than previous generations. Social media is a huge part of day-to-day life for this group, and it also has a large impact on how they research and purchase new products and businesses. If your housewares brand is struggling to reach Millennials on social media, here are a few tips that may help.
Though a social post has the ability to reach millions of followers, Millennials want to feel like you’re talking directly to them. They want to buy from people, not brands. That means you should share what matters to your housewares business, humanize your brand, and let Millennial consumers get to know you on a non-business level. That could mean sharing more personalized content (like behind-the-scenes videos of how something is made, or images showcasing your office culture), using first names during online interactions whenever possible, and following up quickly to interactions like comments or direct messages. It also means understanding what makes Millennials tick, and engaging them on a level they understand and relate to.
Authenticity is nothing new when it comes to discussions about social media, and it relates directly to the idea of humanizing and personalizing your brand. Millennials are so bombarded with sales pitches and advertising, they’re used to tuning them out. They’re also pretty smart, so they’ve probably already researched your housewares brand before making any social connection. That’s why brands that are too self-promotional, salesy, and pushy are a big turn off to this group. Being authentic – even if the subject matter may not be positive – helps build trust and respect. Authenticity means admitting your faults and owning up to mistakes in a public way. It also means showcasing your brand’s personality, vision, and mission with a consistent voice and schedule across platforms (online and offline). If you like to have a little fun at your housewares business, don’t be afraid to show that through memes, image filters, and a more casual tone. If you’re more formal and business-oriented, that’s OK too. Just stick with it.
Nearly 60% of searches now come from mobile devices, so you should think as if you’re using your phone or tablet, even if you’re scheduling or monitoring channels on a computer. A mobile-friendly social mindset means using engaging images, videos, and gifs instead of relying on words to grab attention as Millennial readers scroll through their feeds and timelines. Since they’re seeing your content on smaller screens, using bigger, bolder text can make images more eye-catching and readable on mobile. Sound is also something to consider. More than 85% of Facebook video is watched without sound, so make sure your content is easy to understand using social subtitles. You should always be monitoring and testing your social accounts to make sure that things are displaying correctly.
While it’s important that the social posts themselves look good, the majority of what you’re sharing likely links to content hosted on your blog or website. That means those platforms have to be mobile-friendly as well. Mobile-friendliness is so important, and pages that are hard to navigate and take a long time to load will cost you Millennial customers and impact your organic success.
Vary Your Content
Because Millennials are always connected on their mobile devices, they’re consistently looking at content throughout the day. Millennials operate in a very fast, multitasking way, so if your content isn’t fitting into their daily routine, they’re likely going to skip over it. That means you’ll want to share a variety of content types across your social media accounts. Short, “bite-sized” content pieces (like lists and infographics) are great for when Millennials browse while waiting in line at Starbucks or have a quick break at work. Longer-form pieces (like blogs, articles, and instructional videos) are perfect for when they have more time to dive in, like during a quiet evening at home or long lunch hour. Breaking up longer pieces of content with subheads, bullets, and summaries help make them easier to digest when a Millennial stumbles on them while on the go; and linking shorter pieces to additional related content helps keep them engaged when they are spending a larger chunk of time researching. Thinking of how you can revamp and reuse popular content pieces – such as turning a well-received how-to video into a written step-by-step guide – can also help you vary your content and help Millennials get the information they want in the right format.
Try Influencer Marketing
People learn about products and take recommendations from people they admire, know, and trust, hence the rise of . Since many Millennials are already actively engaging with chefs, DIY enthusiasts, and interior decorators on social media, housewares and home décor brands are seeing positive results with influencer marketing. Sites like The Inspired Home are actively engaging influencers to highlight housewares brands through engaging content, recipes and photography. These types of partnerships can be incredibly valuable for brands (learn how to get your brand featured)! Rather than pushing your housewares products and telling Millennials how great these gadgets are, let influencers use their own unique voice and platforms to do it for you. Influencer marketing is becoming an important part of many marketing strategies, and overall more than 90% of marketers find influencer marketing campaigns effective in driving both engagement and awareness.
While attracting Millennials on social media can be a challenge, the important thing is to stay true to who you are as a housewares brand and focus on an engaging, user-friendly experience with your Millennial followers. If you’re looking to improve your social media presence and reach more Millennials, let’s chat about how we can make that happen!