It's no surprise that Millennials are regularly active on nearly every social media channel. Social networks like Facebook, Twitter, Instagram and Snapchat capture anywhere from two-thirds to more than three-fourths of young adult users on a daily basis.
With numbers like those, every modern business should create an effective social media marketing strategy.
But although we know that Millennials will see a brand's social media posts, do those networks actually create meaningful conversions? And if so, how can growing brands determine which social sites they should invest their time, energy and money into?
DesignRush conducted a 2018 survey analyzing 219 Millennials’ shopping habits on social media and eCommerce websites. We found:
Top Social Media Marketing Companies
This age bracket is crucial for brands because young adults now have the ability to make purchases and spend money. But more importantly, appealing to this age group effectively increases the likelihood for lifelong brand loyalty. This provides long-term success for businesses.
What's more, our brand-new survey results can inform strategic social media tactics and campaigns for growing brands.
One-third of Millennials don't purchase products directly on any social media platform. This proves that social networks can influence Millennial shopping habits, brand loyalty and product discovery -- but they don't necessarily need the "instant gratification" of purchasing them right then and there. Instead, they prefer traditional eCommerce interfaces.
However, a large subset of Millennials has purchased products on social media sites. Unsurprisingly, 30% of these conversions were made on Facebook (color Mark Zuckerberg shocked). Companies aiming to create strong Facebook eCommerce conversion rates should create custom target audiences, paid media ads, and even fully-integrated eCommerce website platforms like Shopify.
Despite the fact that Snapchat has 300 million regular users, the platform doesn't directly drive website traffic, conversions or revenue. Thus, brands who are hard-pressed for time and money should scrap Snapchat if they are focused on those business objectives.
However, Snapchat can still provide brand-boosting benefits. Therefore, growing businesses may want to employ Snapchat tactics to create a brand identity that customers recognize and identify with.
Perhaps the most telling result from our survey findings is that Millennial consumers trust real people over famous faces. Young adult shoppers value their own experiences with products and brands and their friends' endorsements.
However, they are wary to trust social media influences and, even more so, celebrity endorsements.
To appeal to Millennials that value human connection -- even within retail and eCommerce shopping -- businesses should prioritize user-generated content. This can come in the form of client testimonials, website reviews, and even reposting customers' social media posts on your own accounts.
By employing these digital strategies, businesses can still show their brand's value while fostering a positive and authentic relationship with Millennial customers.
Despite the fact that Millennials are strongly manipulated by paid social media advertisements, online brand endorsements and influencers, social media isn't the end-all-be-all for them. In fact, young adults would still rather shop on eCommerce platforms as opposed to social sites.
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Therefore companies who are hoping to improve their online conversions shouldn't rely solely on integrated eCommerce platforms. Instead, brands should also still product paid media and pay-per-click advertisements, organic posts, and sponsored content. This can directly funnel consumers to their eCommerce site.
Not every business is targeting Millennials. However, brands that are striving for a younger target audience or hope to capture a demographic and transform them into lifelong brand loyalists should implement effective social media strategies. These will increase website visits, conversions and revenue from young adults.
In order to create a great social media marketing strategy that appeals to Millennials, Baby Boomers or someone else in between, businesses need to:
Are you a brand hoping to improve their digital footprint and captivate valuable consumers across social media? Find the best social media marketing firms, ranked by reviews, prior work, cost, leadership and more on DesignRush!