They are the audience we hear the most about. Aged between 18 and 35, they have made new technologies their “life companions”: online shopping, use of social networks, knowledge of marketing codes, daily use of the smartphone … For the sociologist Serge Guérin and the philosopher Pierre-Henri Tavoillot, they also offer the keys to their parents to survive in an increasingly digital world. Focus on Millennials, who are the core target of the digital strategy…
Millennials, who are they?
These young people, born between 1983 and 2001, now represent 23% of the French population and 32% of the world population and juggle easily between virtual and reality according to a study carried out by Media in Life of Médiamétrie, nicknamed Generation Y or Digital native, they are the bridge between the previous generation (generation X) and the generation to come (generation Z).
If we look at this group on the digital side, it is interesting to note its comfort with technological products. Particularly attached to their smartphones, Millennials spend most of their time on this support. From viewing content to booking travel on dedicated platforms, mobile has become an essential tool for this young generation.
Steeped in digital culture, these young people prioritize the originality and authenticity of what they consult. So don’t be fooled into thinking that if they can spend hours surfing the web, they necessarily adhere to everything that happens there. In this very connected universe, the real masters of the game are them!
Millennials, masters of the digital game
Rita Orschiedt, spokesperson for the Native Speaking days 2017 and brand content manager at ze.tt, is adamant about them: “You can’t fool them! Of all audiences, Millennials are the most skeptical. ”
It must be remembered that when it comes to content, three important qualities stand out to them: its credibility, reliability and relevance. Basically, this means that they can validate what you have done as well as put yourself out of the game if you are not living up to their expectations.
The best way to capture the attention of a Millennial is therefore to offer them good content, certainly, but above all quality content. In various surveys carried out among this generation, which seemed difficult to please, it emerged that they were mainly looking for entertainment, information, and this under the guise of a concept mentioned earlier: authenticity. Nothing interests her more than a brand trying to sell its product at all costs. She especially favors stories time, likes to feel part of a community, share her feelings…
But beware: everything must go quickly with it. We could put all this on the account of youth and enthusiasm, but Millennials are true enthusiasts. And like all passion, their interest in a subject remains fleeting. Immediately they like a trend that they have already moved on to.
It is therefore in your interest to maintain their intention as long as possible.
Native advertising, ideal for Millennials
With Millennials, everything has to go fast. If a page takes more than three seconds to load or too many windows open during reading, there is a good chance that they will abandon its consultation. Note that they are the first ad blocker adepts, especially since 2018, where the number of blocker installations on their mobiles has increased.
A study carried out by Sharethrough in 2016 reveals that 64% of Millennials questioned install this type of blocker because they believe that the advertisements are disruptive and / or clutter the site.
It is therefore not difficult to understand that Generation Y is not for interrupted navigation. If for any user, their browsing experience is important, for digital natives it is essential even essential.
This is where native advertising and its sponsored content find their relevance. Indeed, non-disruptive, adapted to the editorial content consulted, they are completely accepted by the community of 18-35 year olds. According to YouGov data from August 2016, 65% of these young adults are familiar with this advertising format and approve of the practice of this type of free content.
However, it is not by offering them any content that you will gain their favor. Faced with this particularly volatile audience, it is therefore essential to observe them and see what is created around them but especially for them.
Learn their codes
One of the best examples that can be given is that of Minute Buzz, who was able to adapt to this audience. Alice Dorion, CEO at Sutter Mills Inside, conducted a study on the platform with her students in 2017, explaining what attracted Millennials.
Three key points stand out: the way of communicating information is based on humor and ridicule, there is a real capacity to create attachment by crossing the codes of audiovisual communication and those of social networks ( creation of visuals, gimmicks – language, behavior or recurring comedy – dissemination of the weather, informative briefs etc.) and finally, there is a strong commitment in native advertising with positive feedback on this type of content.
One of the reasons for this success? The feeling of belonging to a community. Indeed, native advertising is targeted and integrates the reader not as a potential consumer but as a full member of a group sharing the same interests as him.
Target your Millennials!
We’ve been talking about them since the start of the article, but you will have understood that this is a very large community. Indeed, targeting ALL Millennials is targeting an entire generation. However, unless you are genuinely ambitious, it is more reasonable to target a particular niche. Indeed, not all Millennials are the same: tell yourself that they are not all Instagram followers, that the 18-year-old Millennial is not the 35-year-old Millennial or that not all of them are connected yet the morning. Even if each of them must find satisfaction, there is no point in generalizing them.
Choose your targets carefully and, as far as possible, categorize them with simple criteria: centers of interest, gender, age, socio-professional category, uses, etc. Also, discerningly determine the channels on which you will communicate with them as well as the publication times. On this last point, common sense must also be used. If we say that Generation Y is more connected early in the morning, it would not make sense, for example, to publish content on beer ideal for parties, on a Tuesday morning at 7 a.m. Rather, it is the kind of publication that would be best seen on a Friday after work.
Finally, don’t lie to your audience, and be transparent from the start by telling them that the content published is sponsored. She’s up to speed on marketing codes, so watch out for the backlash if you’re looking to trick her in any way!
Solutions to guide you
In order to get it right, know that you don’t have to go it alone. There are indeed platforms specialized in native advetising. getfluence.com is one of them, and allows you to produce the ideal content to gain the trust of digital natives while targeting your niche. N ° 1 in linking advertisers and publishers, the platform also makes it possible to gain in productivity: if advertisers gain visibility, notoriety and traffic, publishers meanwhile see their revenue shares increase.
getfluence also has a large directory of qualified and qualitative influential websites and blogs. Each site is analyzed and validated, thus helping to track down fake influencers. Millennials are particularly sensitive to this phenomenon, which has been very popular recently; they will thank you for choosing a trusted influencer who specializes in your field.
Above all, thanks to the production of quality content, Millennials will have a better chance of sharing it, talking about you and consequently attracting a new audience. getfluence has recently developed a feature allowing brands to make the most of the influence of the chosen prescriber. This will give them the choice to relay the article in question on the various social networks and / or the publisher’s newsletter. As for him, he will have defined the tariff for each of these levers upstream.
Article written in collaboration with getfluence