The millennial consumer mindshare is what every company is fiercely competing for. In America alone, there are over 80 million millennials representing about 25 percent of the entire population. Their purchasing power is massive to the tune of about $200 billion annually. Their degree of influence over older generations is powerful and are trendsetters across lots of industries ranging from food to fashion.
Many marketers have been struggling to connect with this generation because the methods of advertising they use are outdated and cannot effectively capture the attention of the millennials. The question remains – How do you connect with this vibrant and influential generation as far as visual connect marketing is concerned?
Understanding their Content Consumption
Millennials have unique expectations when it comes to visual content. Their access to visual social media networks and high-tech gadgets makes them more demanding than the previous generations. They depend on visuals to judge the value of your content. They do not have much time to click through to a link or image to see what it is about but rather they make split-second decisions powered by the visual content displayed.
Visual content is powerful to millennials in that:
- Close to 50 percent of their brain is involved in visual processing
- 70% of all visual receptors are located in their eyes
- They get the sense of visual scene in less than a tenth of a second
All this means these consumers are visually-wired hence the need for you to change the manner in which you market your visual content. Below are the top 5 laws that will deliver your content at their doorstep for maximum exposure and consumption.
The Law of Fresh Content
When millennials go online, they consume content that is fresh. Content posted more than two days ago may be practically unreachable unless they are looking for something very specific. In a similar vein, content posted more than twelve months is history and thus obsolete to them. For your visual content to be relevant to this group of consumers, it has to be recent. The best way to achieve this is by featuring topical events or time-stamping your content.
The Law of Originality
Over 43 percent of millennials surveyed indicated that authenticity is much more important to them than content. It is much easier for them to trust a referral from a relative or friend than a company. To get them to consume your content, it must be user-generated. Videos and photos from your customers are more trustworthy and tell the real story behind your brand hence driving a compelling agenda.
The Law of Credibility
Millennial consumers are ready and willing to stand by your content if it is credible. They will link back to you or even tag your content on their social media updates as they post their images and share their experiences. This will in turn increase the credibility of your brand and the cycle goes on. For your content to be considered credible, it must be factual and relevant.
The Law of Captive Headline
It is true that a picture is worth a thousand words but a headline or a caption can further catapult it to the hall of fame. Visual content is processed 600 times faster than text-based content. A caption helps in telling a visual story more effectively. It will communicate the identity of your brand and make it easier for your fans to identify with it.
The Law of Social
Millennial customers are very interactive both on social media channels and blogs. Their expectation is to be able to engage your visual content by sharing and commenting. Giving them the opportunity to do this will not only raise the profile of your content but also your brand. The easier it is for them to share it on their social networks or email it to a friend, the faster your message spreads. The customers also expect your acknowledgement of their efforts by replying to their comments, retweeting and liking their posts. This will raise their self-esteem and pumper their egos to continue being your brand ambassadors.
It is undeniable that visual content is a strategic part of any marketing strategy and when done right, it can drive immense traffic to your website, lower bounce rates, increased page views and convert traffic into sales. Use these laws to change your marketing game, capture the millennials and grow your business.