According to a paper by Jamie Izaks, president and co-founder of All Points Public Relations, millennial consumers are rabid for new products, a brand experience to call their own, and the status or lifestyle that the brand commands. There are several brands that have stood apart from the pack in review, and created a cult-like following that all have one thing in common: an outstanding social media presence that conveys to consumers an attractive brand lifestyle.
Today’s marketplace does not encourage much brand loyalty, says the report, as dwindling numbers of customers stay loyal to specific brands. With the saturation of online review sites, pay-per-click advertising dominating web space and an enhanced interest in following fleeting trends, there are ways to build a loyal millennial brand following through social media.
When one thinks about influential brands, says the report, they sell a lifestyle that they’re inviting their consumers to take part in. Whether it’s active, whimsical, chic, indulgent or healthy, there’s a “flavor” to brands that consumers find attractive.Identify the “flavor” of your brand and find out what sets it apart.
To zero in on your specific millennial demographic and sell your “lifestyle” through social media, this means using language that is consistent with your brand identity. Nix the sales pitch and get to the heart of why your customers should give you their business, says the report. Tap into what makes them tick, and get them to want the lifestyle.
More consumers than ever are interacting with brands via social media. They’re heading to Twitter, Facebook and Instagram with questions, comments and concerns, and it’s important for them to feel heard. Connect with your customers and respond to every comment, positive or negative.
To deal with negative comments, take the conversation offline by offering a number to call or email address to share. Show that you understand their frustration or disappointment, assure them that change is in the works and take the opportunity to reinforce your brand values.
According to Hubspot, says the report, posts with accompanying images get up to 94% more engagement. Additionally, the human brain processes images nearly 60,000 times faster than it can decode text. Lead with storytelling to help convey your brand lifestyle as opposed to a hard sell, and support the storytelling with visuals.
Twitter and Facebook crop photos on timelines, so make sure the subject of the picture fits well in the smaller box, advises the report. On Instagram, keep images square so the consumer can digest the picture and the caption in one swipe, and bear in mind the overall look to ensure photos fit with your brand.
Never underestimate the power of good, clean design with millennials. Be consistent throughout your social media channels (don’t repurpose content, yet keep the general design elements the same,) notes the report.
An important component in appealing to millennials’ sense of aesthetics is mobile capability. Not only should the website translate well to the mobile platform, but it should flow seamlessly without distracting from the messaging. Finally, says the report, keep in mind balance by not overusing memes or majorly recirculated images. Millennials crave authenticity, concludes the report.
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