“How Do I Reach These Kids?”: Millennials in the Digital Space
By Nathan Shryock, TVG Manager of Digital Strategy
The Millennial generation has adopted a very unique habit of forming digital communities. These communities are made up of online social groups of people that share a common interest and are often tied to a person’s identity. It’s not uncommon for one person to belong to several different communities, each representing a different facet of their personality or interests. However, that’s not to say that Millennials only interact with people online.
For example, say a group of friends go out to a bar:
- The artsy friend is going to make an Instagram (IG) post of the interior design.
- The foodie/drink friend will post what cocktail they’re having to a social channel like Facebook and give a blurb on how they enjoyed it.
- The musically inclined friend will comment on the music selection or make a post about the live band that played.
- The social friend will gather everyone together for a group picture and post about the night they shared.
Each person above fully invests in their experience AND commits to sharing with their digital communities. This kind of earned publicity is invaluable, and it’s FREE. The bar in the example received the attention of thousands of people inside those four distinctly different groups, with content curated just for them, without spending a dime. It is clear that embracing these digital communities is the key to reaching that elusive generation.
Businesses commonly make the mistake of casting too wide of a net with Millennials. By trying to advertise to everyone, you effectively reach no one. Highly-targeted marketing is easier than ever in today’s social media-filled world. By simply paying attention to trends and behaviors of specific groups, half the work is done. Tapping into the culture of the different digital communities makes you more likely to not only grab the attention of the younger generation, but prompt them to share your content and create content of their own next time they visit.
So next time you see someone on their phone, pay close attention to what they are focusing on. It may just give you the insight you need for your next marketing endeavor.
Here at TVG, digital strategy is something we’re passionate about! Call us at 314-991-4641 or visit our website at www.vandivergroup.com to learn how we can help you effectively reach your audience in the digital space.