Is there a right way to market to millennials?

Millennials are a force to be reckoned with.

When it comes to your marketing campaigns, you must prioritize and cater to them. To set your next campaign up for success, consider these approaches.

Work with influential users.

Younger consumers are more likely to engage with a brand manager—and make a purchase—if the interaction feels authentic.

As they often look to their peers for recommendations about trending products, enlisting the help of influential users can carry significant weight.

Establish relationships with influential voices to introduce your brand to their audiences. Interacting with the right people can result in a wider following. Aligning your brand with well-known users can make your content more relatable.

Be where they are.

Many millennials are extremely active on social media, and often they’re averse to conventional advertising. Other than those two common conceptions, it’s best to avoid making generalizations about them as a group.

WHITEPAPER: How to communicate with a millennial workforce.

Millennials are diverse and internet-oriented, so you must go where they are.

Social Media Today breaks down a few important demographics:

• Roughly 60 percent of smartphone users (ages 13 to 34) use Snapchat.
• Millennial women are less likely to use Snapchat and Twitter, but are more likely to use Instagram.
• Millennials who are young parents use Facebook and Pinterest more so than their counterparts without families.
• Millennials spend more than five hours a day on social media consuming user-generated content.
• Millennials make up 40 percent of digital video viewers.

Prioritize the user experience.

Make the purchasing process a positive experience—even if your goal is to drive sales.

Millennials will spend a significant amount of time researching your product, scanning your website, checking online reviews and comparing competitors on social media. Their experience interacting with your brand is almost as important as the purchase itself.

Make the shopping experience as fun and unique as possible. It will build loyalty and improve sales.

Danielle Wiley is CEO of Sway Group. A version of this article first appeared on Sway Group’s blog.

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