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Why you may not be engaging with millennials
Millennials are always online, never without their mobile device and should be simple enough to find in the online landscape. However, a growing number of brands aren't connecting to millennials in the online space and the way they advertise could be the issue. One expert notes that these 'always on' consumers may be blinded to traditional advertising because they want more.
"Traditional [advertising] methods just do not work with this audience," said John Federman, CEO, Dailybreak. "But, millinnials are accessible if you use the right techniques. Specifically, if you speak their language, allow them to opt-in to experiences, and create content around their passions and interests, you can break through."
Dailybreak recently rebranded themselves from CampusLIVE; since the re-launch they've had success creating those opt-in experiences and content for brands to use which can then be targeted to millinnials' interests according to topics moving on the Dailybreak site.
"Because we are a content platform, we are able to target users in new ways and segment our audience effectively," said Federman. "For example, close to 50% of our users will submit photos and close to 10% will submit videos when we create branded contests. This rich user generated content is very difficult for advertisers to acquire on their own. In fact, Dailybreak users will complete 96% of branded experiences, which translates into more than 5 minutes of deep interaction with a brand."
To increase engagement and interactions Dailybreak doesn't use typical 'marketing speak', choosing conversational copy instead. This allows the site to ask visitors to act - submit a photo, create a video, vote in a poll, etc. - on behalf of the brand without the hard-sell tactics.
More from John and DailyBreak tomorrow, including his tips for engaging millennials through non-traditional advertising.
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