Eighty million millennials know exactly what to do online. They’re assertive. They have greater freedom of choice, and they choose what they want. And if there’s one more thing you have to know about this group of consumers is that they spend more than a trillion dollars each year. It makes sense to tap into this demographic and know what they want and what they don’t want. One of the thing they don’t want is ads!
People from 16 to 39 years old generally dislike online ads the same way they dislike TV ads. These ads make them feel like companies are shoving products down their throats. In fact, more than half (56%) of those in the aforementioned age bracket reduced their time on social media or have completely stopped using social media because of ads. This aversion to advertisements is one of the important reasons for the increase in the use of ad blockers.
So the question you would probably ask next is this: how do you advertise to this group of consumers if they loathe ads?
While they aren’t receptive to ads, they like conversations. They like connections. That’s what young people do on social media, interact with other users in a multitude of ways.
If you’re an advertiser, this means that you have to change your method in doing business. Chances are, you’re already aware of this shift in the way people regard advertising. This is even more important if much of your resources are focused on social media marketing. What the current social media culture demands is organic engagement. Young people seek conversations, and these conversations tend to occur between people who trust each other.
Ask anyone in their 20s what they do on Facebook. They most likely will tell you they just want to see what their friends are doing. They want to talk with their friends. They also want to share content about themselves or about things they like. They don’t want ads cluttering their feeds.
Of course, these young people also look for products or services. When they need a new phone or gadget, they look up reviews or search about the product themselves. We’re talking about a group of people who know where to look for information. The millennials are internet savvy.
Companies should take heed. If they want to make sure they put their marketing funds where they work, they have to know these recent observations. First, 85% of millennials go to sites with product reviews. Second, about three in every five millennials would rather listen to someone they follow online than listen to ads.
Eventually, it still boils down to finding ways to reach people. Our advice is to invest less in paid advertising and invest more in putting your brand in the hands of social media influencers. But keep an eye on Instagram users, YouTube broadcasters, or Facebook personalities with huge following.