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How Market to Millennials on Social Media

marketing to millennials on social media

Every generation has grown up under different circumstances.

Different experiences during our formative younger years shape our perspectives on many things later in life, for example, our buying behavior.

It’s therefore no surprise that millennials are very confident using social media, yet display an innate mistrust of misleading content.

Millennials are the first generation who grew up with the internet being a normal part of everyday life, yet they also remember a time before the widespread use of the internet.

Their early childhood was shaped by Disney movies on VHS, Barbie, action figures, Playmobil, and tamagotchi.

When social media was introduced in the early 2000s, millennials were still in school.

They were the first generation to grow up alongside social media and remember how different life was before and after the constant need to share life updates with the world.

It therefore doesn’t come as a surprise that millennials are one of the biggest demographics on social media.

In fact, 86% of all millennials report using social media daily, whether it be to stay in touch with friends and family or be inspired by creators.

And guess how much time the average millennial spends on social media a day…

over 2 HOURS! That’s a lot of time to potentially come in contact with your brand.

If you’re building a brand targeting millennials, you first need to know how to market to millennials. There are certain strategies you can use to help you build a brand that truly aligns with millennials' behavior and values.

Let’s take a look at how you can build a millennial-friendly brand.

Woman wearing white blouse walking on the beach | how to market to millennials on social media

1. Understanding Millennial Preferences

Millennials have been around long enough to understand they don’t want to jump on every trend. They value authenticity, inclusivity, and social responsibility.

They are at a point in their lives where they appreciate quality over quantity and would rather spend their money on a brand they truly feel connected to and whose mission they believe in.

It is therefore key to share authentic content that resonates with millennials.

This can be in the form of sharing user-generated content, behind-the-scenes content, and realistic showcases of your products/services.

Stay away from overly staged product photos and wording that seems anything but genuine.

If using models for photo shoots, ensure inclusivity in terms of gender, ethnicity, disability, body shapes, etc.

Having a clear mission to do good in the world and occasionally talking about this on social media will also go a long way in helping your audience feel more connected with your brand.

You could donate a portion of your profits to a cause you believe in, spend team outings volunteering, etc.

2. Visual Aesthetics and Branding

Millennials have experienced a lot of different phases on social media, from overly curated feeds to more authentic feeds. The key factor remains cohesive branding.

Putting an emphasis on cohesive branding will help create an inviting feed that’s both visually pleasing and exciting.

Moreover, it will make your brand recognizable and distinguish you from other accounts on social media.

The goal is to stand out and be memorable, not to blend in with the masses.

Ensure originality and authenticity most of all.

woman wearing straw hat | how to market to millennials on social media

3. Authentic Storytelling

Storytelling is key when it comes to millennials on social media.

Millennials don’t just buy a product, they buy a feeling and a connection to a brand.

Think about what feelings you want people to associate with your brand.

From there, find a way to incorporate this feeling through the visuals you share, the wording you use in captions, and the type of content.

Consider different types of content like talking about your brand’s journey, your mission, and behind-the-scenes content.

4. User-Generated Content (UGC)

User-generated content can be a great way to share real customer experiences with your brand.

This type of genuine and authentic content will go a long way in establishing trust and credibility with millennials.

Ideas for UGC content (depending on your product/service) are testimonials, product reviews, unboxings, before & afters, etc.

5. Embracing Social Causes

As we’ve already discussed previously, millennials care about making the world a better place.

By sharing your commitment to social causes, you can create a welcoming, uplifting environment where millennials feel understood.

woman wearing straw hat and bikini | how to market to millennials on social media

6. Leveraging Influencer Collaborations

While many millennials are suspicious of overly promotional content, most do trust certain influencers and their opinions on products/services.

Try finding smaller influencers with a high engagement rate (this typically means their audience is more involved).

Always ensure the influencer’s values align with your brand’s values and their audience overlaps with your target audience.

Ask the influencer for authentic content (can even be UGC style).

This can be achieved by weaving the product into their “day in my life” routine, or using it in a cooking video.

The type of content will of course depend on your business and the product/service you’re selling.

Conclusion: How to Market to Millennials on Social Media

Millennials make up a huge portion of social media users, and creating a brand that resonates with them will be an important part of your business growth.

The first step is to take a deep dive into millennials and their preferences, buying behaviors, etc. to truly understand them and cater your content to their likes.

We hope this guide gives you new ideas on how to reach millennial audiences on social media.


Need help with your social media strategy? We'd love to chat!



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