Have you heard about our new video series: The Millennial Minute? Twice a month, we will be answering your questions about marketing and selling to the millennial generation.
Content is so important for brands because millennial consumers live in a culture of content. They consume, curate and create content on a consistent basis and the brand loyalty they have for brands that create content that informs, inspires and engages them is off the charts.
The flip side is that they now have a team of experts that they want to share content with and receive content from because content is a currency. It relates to themes we see on peer affirmation, it also relates to the fact that I can get a lot of information from a lot of different sources and decide what is the best choice for me.
So, when I’m buying a new car, would I look at the Kelly Blue Book? Probably. Would it be my only source? No way. I’ve got a team of friends. The same is true for a vacation, restaurant or any other topic we are discussing.
With millennials, you can draw a straight line to their loyalty based on how much they are consuming content from a brand. If they love a brand and if they advocate for that brand, they are consuming, curating and creating content on behalf of that brand.