Courting a Millennial Audience On Social Media
Think you’ve got what it takes to engage with the world’s most fickle audience?
Let’s face it—every brand wants to be on social media. It’s where everyone’s eyes are, an account is free and you could potentially have access to millions and millions of audiences just by creating the perfect viral (or paid) post. Most brands, however, are awkward on Facebook, Twitter, and (especially) Instagram. If you’ve a business and are trying to grow an audience, here are a few suggestions on how to be a little less tito in the realm of fams and baes.
Digital Marketing Techniques Only Get You So Far
There are a lot of gurus and legitimate veteran marketers that give advice on how to make your Facebook millennial-friendly. It’s not that their advice is wrong, but that their advice is specific to marketing. Good practice mostly involves coming up with a bunch of content buckets and ad copy, running all of them then weeding out the low performers.
This works, of course, making sure that a page’s content is optimized to their audience, but what the experts won’t tell you is that even coming up with the right content is mostly guesswork. There’s a gut feel and a connection to the subject matter needed to truly create good social media content for a business page and not just a brainstorm full of mid-40s advertising executives going, “so what do kids like these days?”
Businesses Don’t Know How To Use Social Media
Facebook is for people, not brands. A brand that constantly posts like a brand sticks out like a sore thumb on a person’s feed and chances are a majority of that business’ posts get ignored unless they’re sponsored or have a promo. They just become like the desensitizing billboards along EDSA. You don’t want that kind of passive brand recall building with social media—the platform is meant to connect you to your audience. And that means thinking like a person, not a brand.
Authenticity and humanness from a page usually helps a lot with building a devoted fanbase (that regularly engages). Don’t be afraid of letting admins post as admins instead of as a nameless person hiding behind the brand. This is how communities were built around message boards in the late ‘90s and what it does is let your fanbase know that you’re really there to engage, not just to farm them for clicks.
Love Your Content
That said, if you’re going to hire an admin or a content manager for your businesses’ page, make sure that person actually likes the content that he or she is putting out. If you’re a sneaker store with an Instagram page, make sure your page manager is a huge sneakerhead. That way he’ll know the lingo. His hype will show in each post and he’ll be a good shepherd for the community. Most brands don’t bother and just hire a random digital marketing agency full of marketers who might not know a thing about sneakers or sneakerhead culture. Content will come off as plastic and the audience you want to get will see right through it.
It just so happens that the most popular non-personal content on Facebook nowadays are meme pages, which are managed by people who just really want to make community in-jokes all day long and it works! At the end of the day, it’s about authenticity rather than hitting perfect post metrics.