What Counts as Content?
When it comes to digital marketing, content is a very general word. We have short form, long form, memes, videos, how-to’s, e-books, infographics, you name it. Over time, this classification has only broadened. There is no shortage of ways for someone to make themselves or their services known online. The issue has now become about shortage of time people have in which to consume it. Time is a deciding factor to what types of content should be a part of your social media strategy.
Ok, So What Works?
The expansion of different types of content used to market products and services naturally raises a question. To put it bluntly, it is THE question we all want answered. What actually works? What should you implement into your social media strategy? In the previous 2 posts of this blog series, we have cited characteristics specific to millennials, as well as connected them to other generations in terms of how they buy. But how to you get them to find out about you in the first place? What content do you want to put out when you are targeting millennials as potential customers?
Quick & Easily Digestible
“Definitely, the short-form videos that they can easily access through their mobiles while on the move.” Says Jitesh Keswani of E-intelligence. “Recent studies have shown that millennials prefer 10-second mobile video ads. Shorter videos have greater influence over their purchasing decisions. “
Leeyan Rogers of Jotform shared a similar sentiment “Blogs that feature relevant, funny, on-trend content do well with Millennials. Video works well, but needs to be immediately compelling and to the point.”
Both Jitesh and Leeyan touched upon what most people consider to be the defining factor when providing content to millennials, which is getting to the point- and fast. Content is everywhere, and millennials not only realize this, it is inherent to their online experience. This means you only get a short window of opportunity before interest is lost and you are left in the dust.
“Easily consumable, skimmable, quick, visual, shareable. That’s most of the content they consume.” Says Adi B. of OwnerListens. “Long form, deeper content is consumed but sparingly and only after multiple recommendations from friends (I’ve heard millennials say: if 3 of my friends shared it, it’s probably worth my time. If just one, I’ll maybe skim it).”
This is an interesting point. The general rule is that millennials have short attention spans for consumable content. But at the same time, they are highly influenced by their peers in terms of what or who to watch.
“According to Entrepreneur, millennials check their smartphone on average 43 times per day, making this generation a prime candidate for mobile ads and mobile-social ads.” Comments Michael Lazar of ReadyCloud. “Therefore, effective mediums like blogs (UGC), podcasts and video as well as visual and interactive marketing and social media ads are mainstays.”
Not all Content Has to Follow the Same Rules
Again, it seems there are contradictions. We know that millennials generally prefer short term content but in the podcast world, this isn’t necessarily true. The length of a podcast seems to have little to no relation to its popularity. As I mentioned before, I am a fan of The Joe Rogan Experience, which is one of the biggest podcasts around. Joe’s shows consistently exceed the three-hour mark. In fact, I get more excited when I see that a new episode is a long show with a favorite guest. This perhaps speaks to the point that millennials are driven by the value of something rather than any superficial qualities. Long form content is not completely out of the question, but the content must be of a caliber that meets or exceeds expectations in order for it to be taken seriously.
We hope that this blog series has informed you about some of the facts and misconceptions surrounding the ideal social media strategy for targeting millennials. Hopefully now you know who they are, how they buy, and what type of content attracts them. This means you can spend less time guessing what works and get down to business.