Social marketing is getting increasingly important to brands. In fact, according to "2016 State of Social Business" by Ed Terpening and Aubrey Littleton, ad budgets increased by 73% last year and are expected to grow even more in 2017. As brands look to make social a bigger part of their efforts, they need to ensure that they’re using it in the most effective way. So, what do they need to know? We asked the first generation to actually come of age with social. Here’s how to be successful in social, according to millennials.
Social is getting ever more personal. Consumers can easily feel violated by pushy social advertising if is not targeted to them in the right space and the right time.
Be relevant and targeted
Advertisers need to be mindful of each platform and tailor native content for each.
The best way to cut through the clutter is still to show people something they’ve never seen before. If you can do that, they’ll remember you and want to share your content.
Be integrated across all channels
Brands need to look cohesive. Traditional advertising needs to align with social and vice versa. Internal brand and digital teams need to be working together more than ever to reach awareness and revenue goals.
If you are trying to advertise on social, remember: you are in someone’s personal space. Be mindful of how they are utilizing each channel and how you can best fit into to that behavior and their personal space. Nobody like a door-knocking solicitor coming to their house and disrupting them during dinner. So, don’t be a solicitor: create native, interesting, thoughtful, targeted content. Utilize video and each channel’s content in an interesting, smart way to be a part of the discovery, research, and purchasing process. Millennials have lived in this world all their life and they move fast. If you want to stay relevant, you’ll have to keep up.