• by Aaron Baar , November 10, 2015

Forget the facts, figures and company news, the best way to reach Millennials through social media is to entertain them or provide some other useful value. 

According to digital marketing (and Millennial-specialist) agency Moosylvania, brands that provide either some sort of entertainment, build anticipation or provide some other value have a better chance of being shared through social channels than those that are merely providing news and information. 

“When brands are trying to provide some [social] content, they’re up against friends and friends-of-friends for attention,” Norty Cohen, Moosylvania’s CEO, tells Marketing Daily. “Having fun with consumers is really what works.”

Over three years of Millennial consumer research, the St. Louis agency found brands such as Apple, Nike, Samsung, Sony and Microsoft were the top regarded brands among Millennials. Among those brands, the ability to trigger three emotions — joy, trust and anticipation — boosted their standing among the demographic. 

“We’ve seen brands who have let their hair down,” Cohen says. Even brands that are staid or aren’t inherently interesting can “borrow from entertainment” in the form of contests or games or other likable content, he says.

According to the agency, 30% of Millennial consumers said they would share branded content if they like it. And it’s through that sharing that other consumers get to know their brands. 

However, Millennials said they wanted no more than 10% of branded content in their social feeds. One of the keys to being successful is to view the consumers as co-creators of the brand, allowing them to curate and share, and acknowledging their efforts to help. 

“Everything can work as long as you show them you’re listening and you care,” Cohen says. “As soon as your strategy is showing, you’re really not fun.”