Social Marketing Targeting: Millennial Adoption, Attitudes and Behaviors

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    Written by David Daniels and Nicholas Einstein with Ross Rubin Social platforms and networks, consumer behaviors and attitudes, millennials, Facebook, Instagram, Snapchat, Pinterest, YouTube, targeting and retargeting, discounts, Digital Tattoo, Brand Badgers

    About: Published December 2017. The ability to capture the tricky millennial segment, which is characterized by being digitally native, extensively nurtured, and brand affinity-neutered, has been a broad theme among marketers. 

    Key Questions:
    What is the current level of social engagement that millennials have with brands?
    What motivates millennials to follow a brand on social platforms?
    Which social media platforms are millennials engaging with and how has that changed year-over-year?

    Key Findings:
    Millennials aged 19-to-38 spend more time engaged in social media than other demographics. This age group follows many more brands on social networks than other age groups. They are far more likely to engage with a brand for reasons driven by participatory affinity, including love for the brand, discounts, getting news and information faster, and contributing to content.
    For the foreseeable future, Facebook/Instagram will not only be able to offer better absolute reach, but broader and more flexible campaigns. Marketers who wish to tap into the Snapchat cachet must push Snap Inc. to again develop innovative advertising opportunities that tap into millennials’ penchant for brand advocacy.
    For most social networks, growth has increased overall year-over-year. This progress in audience adoption and engagement is largely being driven by the millennial segment. Such growth has also attracted competition, primarily Facebook and its own media-sharing service, Instagram. On its own, Instagram outperforms Snapchat across every age group.

    The Research: 7 pages, 4 Charts, 2,031 words. Part of our Research Subscriber Series.

    Item: TRGSS1817 | Madtech Marketing Research

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