by Yvonne Putze, Wine Flight Marketing & Events
No generation has ever offered marketers more to consider than the Millennials (born 1977–2000). They have been raised with an ever-increasing pool of technology and information coming at them in more ways than any of us in earlier generations could have imagined. Keeping a close eye on Millennials is critical to those of us in business, as they account for 21% of consumer discretionary spending (per millennialmarketing.com) and heavily influence older generations’ purchases and social-media adoption.
We used to call our friends and business associates to find out what or how they were doing. Now we just follow social media to find out. Twitter, Instagram, Snapchat, and Facebook have become integral factors in determining where many consumers go and what decisions they make. For restaurants, clubs, service suppliers, and manufacturers, an endorsement in such social media can be a key to success.
The buzz of 2016 concerns Snapchat. It was released in 2011 for video and photo sharing and was initially used just by teens to send quick messages. Now it’s being adopted by diverse populations, though Millennials and younger users still predominate.
The embrace of Snapchat as a major communication tool for presidential candidates suggests the extent of its power. In 2008 the candidates flocked to Facebook, but now they are appreciating the immediacy of reaching Millennials and others through Snapchat. Last June, for example, 100 million daily users saw a “Hello Hillary 2016” live story focused on highlights of her campaign; two days later the Jeb Bush campaign pushed out messaging to its Snapchat audience.
Millennials say they like Snapchat because of what they see as its authenticity. (Forbes has reported that 43% of Millennials consider authenticity more important than content.) Snapchat is more personal than other social tools, and marketers believe it offers a sense of urgency. They also appreciate its Discover portal, which Snapchat introduced in 2015 to allow businesses to push messages to its users. (Early Discover adopters included ESPN.)
So how can you use Snapchat for marketing? You can tell stories about how your business operates or creates products; introduce employees that make your business run (especially people Millennials can relate to); give quick tips or product updates; and provide offers, coupons, or announcements. If you aren’t a Snapchat user, ask your son, daughter, or maybe a grandchild to help get you started. You can also turn to some of the countless training videos and articles in the media.
Attracting a following in Snapchat isn’t easy, but it will connect you with some of the most loyal consumers around. Hold them close and manage the relationship wisely.
