If you had to explain your branded material in one word, what would it be? Useful? Engaging? Boring? (I hope not) Upbeat? How about amusing?
In Facebook’s “Coming of Age on Screens” research, 72 % of young millennials from all over the world said that’s what they anticipate from brands – – amusing material. That’s a lot to measure up to. It’s a lot harder to be amusing on command than it is to be informative however when you hit that sweet area the returns are crazy.
Evian’s crazy, roller skating babies video made the company an area in the Guinness Book of World Records as the most seen online advertisement ever, building up more than 25 million views in just two months. When they made that, they knew it was amusing and extremely amusing, and I’m sure they hoped it would be a big hit, but I doubt they anticipated it to blow up the way it did.
There was a time when wild, viral ads just came out of the Super Bowl now they occur 365 days a year. And we’re not simply talking YouTube here. Remember the splash Oreo made with an on the fly Tweet during the Super Bowl blackout? (Ok, I understand I stated not all huge campaigns come out of the Super Bowl but still … )
How about Red Bull? Each of their projects is wild and thrilling a.k.a. entertaining.
56 % of the young millennials in the Facebook survey said that they gladly share your top quality content with their pals if it was fascinating. 56 % also said, they pay interest to top quality messages on social from brands they trust.
This is all very interesting due to the fact that we tend to believe that millennials are anti-advertising but plainly it’s not true. They’re anti-boring marketing and they don’t like being catered, but who does?
What’s really vital is that you speak their language. Lucky for all online marketers over 30, that language is visual.
“You can have a photo up there and toss 5 basic words on there and people will get it and find it amusing, rather of typing out a paragraph.”– Victor, 22, a research study participant from the United States
No matter what you’re offering; trendy electronic devices or retirement strategies, young millennials are your future clients so there’s no better time to begin a relationship with them than right now. Understand?
Three-quarters of millennials expect brands to be amusing
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