The way we are engaging with brands is changing. With Gen Y (or the millennials) becoming an increasingly influential audience, we are starting to see a seismic shift in how businesses connect with customers and markets. Changing from what was the norm for 30+ years, Gen Y is leading the charge in an online revolution. We want to hear messages that understand us first, what we want, in ways that relate to “me”! Successful marketing comm’s need to target people – not consumers (B2C) or Business (B2B). Today it’s all about B2P – Business to People and we want brands to engage with us on our terms.
Being a Gen Y young professional, I’d be the first to put my hand up to say that I’m impatient, spoilt and want instant gratification. This is probably a reflection of a childhood where everything is online and at my fingertips – as a boy I was busking my way to buy the latest cellphone at 14 years old and starting my own online venture at 16.
While I’m watching, I’m surfing and I’m on Facebook…
Facebook has evolved from that thing you used to tick off and say your business is ‘doing’, to being the single most important marketing platform for brands to build a fan base, engage with their target audience and differentiate themselves. With 2.4 million Facebook users in New Zealand alone and 65% returning daily, each with an average of 233 friends, here is an audience that you can connect with in a very tailored and specific way. Video on Facebook has proven to be the best method of engagement and also resonates better with the Gen Y demographic.
To reach a specific social demographic, with certain pre-selected tastes would cost a fortune with traditional media channels. Facebook is making very targeted advertising and conversation remarkably affordable. Beware though, Gen Y Facebook friends like myself don’t want to see your company’s newsletter coming down my news feed or pictures or product centric posts – “BORING”!!! I warn the repercussions can brutal, and sometimes lethal. Keep your posts lighthearted and engaging, utilise video through Facebook, have fun with your page, and most importantly join your fans conversations, don’t start ones about yourself.