Millennial Trends That Creative Industries Can’t Ignore
There is nothing more important for a creative business, than consistently reaching the right audience. Companies rely on knowledge and great marketing to help their businesses survive and thrive. For many creative companies this means staying ahead of trends within the millennial market, which is not only the largest generation to date, but also the one with the most disposable income. Below are the latest and greatest millennial trends no one can afford to ignore:
Millennials are looking to YouTubers and Bloggers to help make purchasing decisions. Social media celebrities often have a huge following who trust their opinion on everything from fashion and beauty to gaming.
Consider contacting social media influencers relating to your business and ask if they are interested in reviewing your product or service. giving out a few samples to the right influencers and subsequently reaching the right audience could bring a huge return of investment.
Virtual Reality Becoming Normality
VR headsets like Oculus Rift and Google Cardboard will continue to pave the way for immersive entertainment to become the norm. Some brands are even actively pursuing VR marketing opportunities to attract Gen Y and Gen Z consumers.
Your business may not have the funds or the technology to create virtual reality ads at present, but be prepared to adapt to this growing trend in the future. How could VR marketing work for your brand? Think how much a customer can really be immersed in your brand.
Live Streaming Everything
Periscope, Meerkat and Facebook Live are the most notable apps fuelling the live stream revolution. Allowing anyone anywhere to broadcast live audio and video to the world. Recently on Periscope, a live stream of a puddle in Newcastle reached 20,000 live views.
Live streaming is a great way to increase your brands transparency. In a cool office space, off for a business lunch, or attending an event? Live stream it, and your audience will watch…
Talking To Strangers
Anonymous social talking apps are on the verge of popularity. Apps like Orbi and YouVoice randomly connect users with someone from anywhere in the world for a one-to-one private conversation.
Anonymous talking apps are yet to be adopted as marketing tools, but a similar concept was adopted recently for promoting a film. If you can create a persona for your business that potential customers can engage with, you can probably create a marketing campaign for these kinds of emerging social apps.
Wearables: The Next Step In Connectivity
Smart watches mark the beginning of an era of wearable tech, with artists and designers embracing the movement and incorporating tech platforms into clothing and accessory designs. 30% of Generation Y (Millennials) are planning on buying some kind of wearable in the next 5 years.
We are yet to see the full potential and functionality of wearables, but it is safe to say there popularity will result in a decline of phone and tablet use. You can prepare your business for a change in the way people access your brand by being prepared to make wearable friendly apps for your brand in the future.
Collaboration. Collaboration. Collaboration.
Young people are, now more than ever, willing to contribute to creating user generated content for the brands they like. Whether that be through uploading unboxing videos on YouTube, sharing product photos on Instagram, or responding to calls from brands for opinions or humour on Twitter.
This one is easy, just ask your current audience to upload a photo or provide an opinion. Encourage them to use appropriate links and hashtags, maybe add an incentive and you are well on your way to having your customers market your brand for you. Just make sure you get the topic/request right so your audience will be interested in getting involved. A great example of a successful marketing campaign that uses crowdsourcng and UGC is this campaign from Converse.
The Experience Economy
78% of Millennials would rather purchase an experience than a product. That means that travel, leisure, sports etc. are likely to become more popular than ever. Millennials also respond better to product marketing that focuses on an idea or lifestyle rather than solely on the product.
If your business offers a service, this trend could be great for you. If not, use your marketing to show how the products you sell can be a part of an aspirational lifestyle or enhance an experience. Experiential marketing is a great way to take advantage of this trend too, take a look at these 10 brands for inspiration.
This socially conscious generation are keen to make a positive difference in the world. They cite equal rights, protection of the environment and access to healthcare as the most important issues. What’s more, they expect their concerns to be shared by companies; 1 in 2 people born between 1980 and 2000, state that they feel it is very important for companies to give back to society.
If your business already supports a cause or charity, or is particularly conscious about things such as equal pay or recycling for example, then make sure your consumers know about it, It may make you more favourable over other brands. If you don’t already have a social cause as part of your brand ethos, consider adding one and incorporating it into how you run the business, or be visible about the charities and good causes you support on social media. It doesn’t have to be a huge social statement, just something that is in line with your current brand; Google’s ‘Don’t be evil policy’ in their brand values is a good example of this.
What Does This Mean For Creative Businesses?
There are huge consumer and lifestyle trends emerging amongst the millennial generation. Marketing and the way people consume products are about to be revolutionised by the world’s largest demographic. For creative businesses, this means it’s hugely important to ensure that their marketing remains relevant for younger generations.
Current apprentices are at an age that verges between both generation Y, and the growing and socially aware Generation Z. There is no better way to adapt your creative business than to employ some who lives in the epicentre of these two huge and invaluable consumer demographics. They will ensure that your business continues to create the fresh ideas that resonate with younger audiences.
Find out more about hiring a marketing apprentice for your create business here.
Think you could be the digital marketing apprentice that creative businesses need? take a look at current digital media marketing apprenticeship vacancies here.