How Understanding Your Shopper on Creative Social Media Outlets can Humanize Your Brand
Millennial travelers are the target opportunity in the travel industry. Making up 27% of the US population and 25% of the labor force, millennials will account for half of the US labor force by 2020 (Skift). By 2030 they are predicted to outspend baby boomers. But where is all that spending power going? As work experience is gained and a steady income acquired, millennials will put that spending power behind their restless passions of wanderlust.
Why Is This Important?
Social media outlets serve as some of the most utilized mediums through which travel brands are able to connect with the millennial demographic. According to AdWeek, millennials spend on average 18 hours a day with media, with 71% checking social media at least once a day. Excelling in social media communication can be a difficult feat because of the disconnect between buyer and seller, therefore making the understanding of an audience a high priority. By using social media outlets to humanize a brand, understanding habits and connecting successfully with millennials will become simple and familiar through these personalized interactions. As users become more familiar with the brand's voice and creative presence, a sense of trust will be gained between brand and consumer as marketing goals are achieved.
Mediums Brands Should Focus On
There are a myriad of social media sites utilized by millennial travelers around the digital world. Pinterest, Twitter, and Instagram are three mediums utilized by millennial consumers of all sorts, traveler or otherwise. While specifically targeting travelers will directly affect current consumers, attracting a wider range of users across these social mediums boosts awareness and credibility. Expanding a brand's consumer demographic is important for awareness, but attempting to successfully target every millennial is impossible. By catering to a specific demographic, new followers can be gained, consisting of the specific millennial demographic as well as other interested millennials. Having the ability to reach all millennial audiences, while targeting a single millennial demographic, can be effective and conducive to a brand's social strategy.
Demographics are tough to target. Millennials are even tougher. By focusing on an identified persona within a specified social medium instead of an entire widespread demographic, branding can become creatively diverse in a personalized and original way. Here are a few examples of social mediums through which brands should become familiar with their specified audiences:
- Pinterest, with followers who enjoy DIY projects, allows brands to engage with consumers on creative and conscious projects and ideas.
- Twitter allows brands and millennials to directly interact, enabling amplified activation and brand voice while gaining insight into consumer opinions and trends.
- Instagram gives brands the opportunity to visualize consumer mentalities and inspirations, opening an interesting window to reminisce and engage in a creative way.
Utilizing these social media sites in order to individualize a brand's style and voice will help brands understand consumer habits and engage with their target demographics. This understanding of both the target and general millennial audience will then guide the brand strategy.
Check-in next week on how understanding the rationale of the price-oriented millennial shopper on Pinterest can help humanize your branding.