If you want to increase your business’s revenue and customer base, factoring the millennial market into your plans is essential. Millennials are the demographic cohort comprised of people born between 1981 and 1996. They’re the first generation who grew up using smartphones and social media and are comfortable and active online.
Millennials show a preference for Instagram, the popular photo- and video-sharing social media platform, using it to connect with others, follow and interact with brands and feed their creativity.
We’ll explain how to engage millennials through your Instagram business presence and share mistakes to avoid so you don’t alienate your millennial followers.
Millennials comprise nearly 22 percent of the United States population ― a larger portion than any other generation. According to Statista, Instagram has 2 billion active daily uses worldwide and 143.5 million U.S. users. According to Hootsuite’s Global State of Digital report, nearly half of Instagram’s U.S. users ― about 64 million Americans ― are millennials.
With so many eyeballs at stake, businesses must prioritize this often untapped customer base. Consider the following tips to engage this market successfully using Instagram as a social media marketing tool.
If you think you’ll cast a wide net with your advertising campaign and assume millennials will be pulled in, think again. If you want to build a brand that speaks to younger generations like millennials and Gen Zers, you must be passionate about what you’re advertising ― whether it’s fashion, fitness, makeup, travel or luxury items. If you don’t believe in your content, neither will they.
Here are some tips for showing how passionate you are about your business:
Instagram helps you build brand authority. When you’re passionate about a specific subject, you’re essentially an expert. As an expert, you’ll attract interested followers.
Eye-catching, high-resolution images usually catch millennials’ attention. However, videos can make your marketing strategy more effective on Instagram.
Here are some tips for using video on Instagram effectively:
Use an “explainer” video to engage viewers with information about how your product works. An engaging explainer video may prompt viewers to seek out your sales page, About page and other website areas to learn more about your company and products.
Millennials can be less trusting of faceless corporations and they also like to be part of the action. For these reasons, encourage user-generated content (UGC) from your Instagram audience.
To encourage UGC, create a testimonial section on your website. You could also launch a contest where you encourage followers to submit an image or idea with a catchy hashtag you provide specifically for the contest.
Famous UGC contests include the following:
When you involve followers in your content marketing strategy, you lessen the amount of content you must create internally. Additionally, millennials tend to trust user-generated content more than other media forms.
Millennials are engaged in and informed about world events and cultural trends. To take advantage of this, add trending topics to your Instagram content.
There are many ways to incorporate trending topics:
The key is to be engaging without going over the line. Stay away from trending political or controversial subjects to avoid alienating audience segments. If you even get an inkling that a potential post may be seen as offensive, avoid it.
Attracting and keeping millennials’ attention can be challenging. Fortunately, you don’t have to go it alone. Several tools can help remove some of the guesswork:
Like any social platform, Instagram has unwritten rules and best practices for engaging consumers, including millennials. Avoid the following pitfalls on Instagram to ensure you don’t go viral for the wrong reasons:
Millennials spend a significant portion of their time online and engaging with social media platforms. Their social interactions often inform purchase decisions and brand perceptions. Get your business in front of millennials by creating an Instagram business account and filling it with carefully crafted and engaging content. You could see striking results.
Zach Benson contributed to this article.