Shared Media
Published By:
554

Millennials and their $200 billion of yearly buying power have brands searching high and low for ways to earn their attention. It has been an uphill battle thus far, as traditional marketing tactics don’t seem to resonate too well with these young consumers.

They grew up using DVRs to skip 30-second TV spots, they can’t be troubled to crane their necks and squint their eyes at billboard copy, and they’re the reason ad blocking exists.

With so much buying power at stake, I went straight to the source to try and crack the Millennial marketing code: an app called Yik Yak.

What Millennials Are ‘Yak-ing’ About

Yik Yak is a Millennial hotbed that allows users to send out thoughts — kind of like a tweet — and then encourages others to comment and vote “up” or “down” depending on whether they agree with the sentiments.

I posed a simple question to Yik Yakkers: “What do you expect from an app’s user experience?” Their responses will help marketers better utilize apps to connect to this demographic.

Here’s what I learned:

“I Do It for the Likes”

On the surface, a like might seem like a simple, mindless feature. However, recent studies reveal a deeper story behind this act of digital appreciation.

One study in particular describes how likes activate the brain’s reward center (known as the nucleus accumbens) — an area that is also stimulated by things like food, money, and social acceptance. Another study finds that browsing Facebook can evoke what is called a “flow state,” which is the feeling you get when you’re totally engrossed in a project or new skill.

All of these powerful and highly addictive feelings come instantly from just the click of a button, so it’s little wonder that Millennials have such a strong affinity for likes. This user experience (UX) feature has evolved into the social currency that validates a Millennial’s digital presence. Marketers who incorporate something similar to a like into their apps gain large psychological advantages.

“Can You Keep a Secret?”

Millennials are increasingly concerned about their social image and the damaging effects it can have on their future educational and employment opportunities. However, that doesn’t mean they want to constantly conduct themselves as if they’re being vetted by HR.

That’s why impermanence is such a popular UX feature for this demographic. Being able to express themselves authentically (without worrying about a public relations disaster) is paramount for Millennials. The fact that Snapchat automatically deletes images is a major reason for the app’s success — and you can achieve similar results by keeping your young users’ secrets under lock and key.

 

“Where Are All of My Friends?”

Millennials will happily try just about any app that promises interconnectivity, community, and sharing opportunities. Apps like Snapchat and Instagram are hitting home runs in this area.

From location-based filters to Snapchat’s new feature that allows users to swap faces, these apps have become one-stop shops for checking out friends’ day-to-days in a way that is constantly refreshing and unique. It’s a combination of immediacy, intimacy, and fleetingness that drives so much interaction on these apps.

Building a community around your app — and allowing your Millennial users to connect with each other based on their locations and interests — is a recipe for success.

“I Need it Now”

In the age of binge-watching, patience is far from a virtue. Millennials want what they want as soon as they want it. Any other approach is just wasting their time.

Take a look at a typical night out for this demographic. Instead of dealing with the headache of hailing a cab, a Millennial presses a button on Uber and a personal driver comes to pick her up. It’s no big deal if she forgets to bring cash; she can use Venmo to pay back her friends with a click of a button. And once she and her friends get to the bar, they can log on to Tinder and swipe right until they find others ready to own the dance floor with them.

What These Habits Mean to Marketers

Convenience is the name of the game, and for a generation of people who view dial-up Internet as ancient history, convenience means “immediately.”

Millennials like things done a certain way: exactly how they want it, when they want it. With a strong focus on what drives them, marketers can cash in on this increasingly lucrative market.

Before we know it, Millennials will be our primary consumers; grabbing their attention today means success tomorrow.

 

revcontent-98%-of-sites-get-denied-are-you-in-the-2% revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources




Most Read

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.