Millennials Prefer Social Media Campaigns to Traditional Advertising
Put a traditional glossy ad or an influencer-approved Instagram in front of a millennial, and guess which one will reign supreme? If you chose the latter, you are correct. Whether the product is being backed by Kendall Jenner, a vlogger, or a celebrity doctor, Gen Y is sold more easily on "authentic," authoritative endorsements.
Because millennials are on their phones all day and night, it makes sense that social media is the top way to create brand awareness. "Social media for us has always been our number-one communication channel," Glossier founder Emily Weiss said. "By the time we launched Glossier, we had 15,000 followers."
Photo-centric apps like Instagram and Snapchat lead the pack when it comes to the coolness factor.
"[Millennials] don't want to be spoken at, they want to be engaged," Cheow said. Want their attention? There's a Snapchat filter for that!