Here’s How To Make Millenials Read Your Content

Millennials, generally described as those who were born between 1982 and 2004, account for a large portion of the online audience, with 15-35-year old users making up over half of the global internet population.

As such, they’re a highly important and influential group when it comes to digital marketing. This age group also has significant spending power, and with it comes a great opportunity for brands to harness this power through digital marketing. Although their disposable income may not be as high as those of older generations, millennials still account for 28% of consumer spending, and almost half of them say their purchasing decisions are influenced by social media.

Unlike the generations before them, they’ve grown up with the internet being a normal part of daily life and with mobile devices making information accessible anywhere at any time. They’re used to technological convenience and often expect instant gratification. For these reasons, they consume online content differently compared to previous generations. So, if you’re aiming for a digital marketing strategy for your business, given the aforementioned facts, it’s wise to make Millennials part of your plan as well.

Part of your online strategy should be creating content that will appeal to Millennials, and you can start on this road by following these simple tips:

Make it Visually Appealing

Studies have shown that younger online users will actually avoid reading content if it’s unattractive in terms of appearance and layout. As such, publishing visually attractive content is important if your business is targeting Millennials. You could start by using high-quality images, infographics, and videos, especially since content containing images or videos is 40 times more likely to be shared on social media than plain text content.

Aside from making it visually appealing, make sure that your content can also be viewed and renders properly on mobile devices. As many Millennials access the internet mainly from their smartphones, mobile readability is highly important.

Make it Shareable

Millennials love sharing content on social media. This is good news for businesses, especially for small and medium businesses using content marketing, as it makes it easier for others to find their content and increases awareness and buzz around their brand. This means that creating something shareable not only attracts Millennials, it also increases your business’ chances of being viewed by a wider audience on social media.

The types of content most commonly shared include:

  • List posts
  • How-to posts
  • Amusing or entertaining content
  • Content that inspires emotion
  • Long-form content (over 1,000 words)

Following this list as a base for your content strategy increases the likelihood of more Millennials knowing about your brand, and your content being shared online.

Make it Highlight Key Information

It’s frequently claimed that Millennials have a short attention span when in actuality they’re just research-focused and don’t want to waste time hunting for key information in a lengthy piece of content. Making this information easier to view and extract increases the chances of the whole article being read and also provides visual breaks in the text, enhancing its visual appeal.

Drawing the reader’s attention to key facts, quotes, and statistics not only makes it easier for the audience to read the article and find out the main points more quickly, doing so also provides an ideal hook for social media sharing.

Make it Clear and Informal

It’s best to ditch the formality when you’re writing for Millennials, even in a B2B context. Business buzzwords are seen as being old-fashioned, and formally written content can be very off-putting and intimidating to read for a younger audience. Aside from writing in a more informal style, most content marketing tips highlight the importance of being concise and straightforward. To make sure your content is easier to understand, use subheadings so that the reader can get the gist of the article with a quick scan.

It’s a myth that Millennials don’t read as much as older generations; 18-29-year-olds actually read more than older age groups. However, Millennials read in a different way compared to their parents and will scan quickly through an online page to determine if it contains useful content, rather than immediately reading it from start to finish.

To avoid the reader getting bogged down in the details, provide links to additional information and keep your content focused on the core topic.

Make it Topical

Another common myth about Millennials is that they are less interested in news than previous generations, when in fact 85% of them say keeping up with the latest developments is important to them.

Many millennials also pay for at least one news app or digital subscription. While they’re not as likely to sit down and read a newspaper, it’s just as important for younger people to stay informed on important topics such as politics, social issues, and world events.

Social media plays a big part in the distribution of news for Millennials, with Facebook, Twitter, and Instagram commonly being the primary gateways to discover news topics for them. It’s therefore important that a good proportion of the content you produce is newsworthy or linked to topical subjects in one way or another. This increases the probability that it will be shared online and takes advantage of Millennials’ preferences for consuming news stories via social media.

Make it Authentic

There’s no pulling the wool over the eyes of a Millennial. They’ll sniff out hidden marketing messages and insincere content in an instant. Your content should be backed by facts, statistics, and references from reputable sources. A recent survey about news consumption revealed that Millennials view having references and links as the most important aspect in deciding whether or not a piece of content is useful.

Millennials also have a deep distrust of advertising, and only 1% claim to be influenced by online ads. This means that it’s important to create content that is truly useful and valuable and not a thinly veiled advertisement for your brand.

Creating content for Millennials isn’t hard, but it does require a different approach compared to writing for other demographics. By using the aforementioned tips and advice, you’ll be boosting the chances of your content being read and shared on social media by Millennials and possibly being converted to a sale or new business opportunity.


This post was originally published on Smallville.com.au

Avoid these Crucial Mistakes if You Want to Be Successful in Social Media Marketing

Social media has revolutionised the way we all communicate, and that includes businesses. 90% of all marketer’s report that social media has increased the exposure of their businesses.

But it isn’t enough simply to have a social media presence. Getting your digital marketing wrong can damage the credibility of your business. Here we take a look at some of the most common social media marketing mistakes and how you can avoid them.

1. Posting the Same Content Across All Social Networks

Social networks are not all created equal. Each platform attracts different user demographics, and therefore the people that use them will be interested in different types of content.

  • Facebook is the most popular social network, with over 2 billion active monthly users. 83% of all online women and 75% of all online men have Facebook profiles. The platform attracts all age groups, but the majority of users are aged 18 to 49. Due to the generic nature of Facebook, users are interested in a wide variety of content. 62% of marketer’s rate Facebook as the most important social network for marketing.
  • Instagram is used almost exclusively for photo and video content, and 90% of its 700 million users are aged under 35. This makes it the ideal platform for reaching your target audience if your products have a lot of visual appeal and are aimed at younger consumers.
  • LinkedIn has 106 million monthly users. While only 31% of online men and 27% of online women use LinkedIn, it is used by 45% of people who make US$45,000 a year or more. Therefore, it is a good platform to choose for B2B marketing and sharing in-depth information that is likely to prove useful in people’s careers.
  • Twitter users are the most likely to click on links; they account for a huge 92% of all interactions with tweets.
  • YouTube is now classed as the second largest social network and only provides video content. It’s 1.5 billion active users watch 2 million videos on YouTube every single minute, so it’s the perfect platform for sharing video content, whether for business or for leisure.

It’s important to research your target market when you are devising your social media strategy. Doing so helps ensure you are using the appropriate channels and sharing the right types of content to attract potential customers. Downplaying this advice can lead to unnecessary and wasted social media effort and spending.

2. Being Too Promotional

Content marketing differs from other types of marketing in that it’s about building awareness of your brand by offering value to consumers in other ways, such as by providing them with useful information about your industry to help them make informed purchase decisions, rather than overtly promoting your own brand. Social media users are savvy consumers, and 76% of them don’t trust advertising content, viewing it as ‘very exaggerated’ or ‘somewhat exaggerated’.

Instead of advertising, social media users want to form connections with brands through meaningful, informative content. Facebook, for example, ranks posts in each user’s News Feed based on how relevant it thinks each post is likely to be for that person, so it’s important to think about what content is likely to be most useful to your target audience if you want maximum brand visibility.

Don’t make exaggerated claims or overdo the promotional language; it’s worth bearing in mind that 86% of social media users rate honesty as the behaviour they most want to see from brands online.

3. Not Interacting Enough

The whole point of social media is that it is social. Users interact with brands on social media in a similar way to how they interact with their friends; liking, sharing, commenting on content and sending direct messages. If you want to build good relationships with your followers, it’s important to reply and participate in discussions around your brand, so your customers feel they are being listened to. It’s worth remembering that being responsive is the behaviour most likely to make social media users purchase from a brand.

Quick responses are expected by social media users; 22% of Facebook users and 29% of Twitter users expect brands to respond to them within 24 hours, so it’s not enough simply to post your content and forget about it. It’s important to get into the habit of checking your social media accounts every day and taking the time to respond to comments and messages; otherwise, you can harm your brand’s reputation in terms of responsiveness and customer service.

4. Concentrating Heavily on Trending Topics

While highly topical posts can give your following a boost by going viral, it’s likely to fade quickly, along with many of the people who followed you because of it. Evergreen content; content that will still be relevant in months and years to come, is likely to keep your business prominent for longer, as social media users will keep sharing it.

Evergreen content gives you a better opportunity to let your followers know what your business is about and what it stands for and is more likely to attract loyal followers who value information that is likely to stay relevant for a long time. This builds lasting relationships with your customer base and establishes you as a trusted source of information within your industry.

5. Posting Only One Type of Content

Users like variety, and it’s important to know that different types of content appeal to different users. As such, by sticking to one type of content all the time you are restricting the audience you’re likely to appeal to. If you only ever post written content, you should consider using other formats, too. Statistics show that four times as many consumers would prefer to watch a video than read text on the same topic. This is also true for 59% of executives.

A lot of users also like to feel more involved with the brands they follow. Posting interactive content can be a good way of achieving this; 53% of social media marketers now use quizzes, competitions, and interactive infographics as part of their marketing strategies.

By avoiding these common mistakes, it’s truly possible to use social media to achieve awareness for your brand and build long-lasting, trusted relationships with your followers. Set out with a clear aim of what you want to achieve, make a detailed plan, and remember to think about what your audience wants at all times.

This way, you’ll have a better chance of not only using social media to promote your business but also successfully employing digital marketing to achieve an awesome online presence.

 

This post was originally published on Smallville.com.au