Buyers are increasingly interested in receiving messages, accessing videos or reading texts on interesting topics offered by their leading brands. For a supermarket or food brand to create its own recipe site is no longer something new or surprising to become something that is almost taken for granted. But content is not only very useful in a generalized way to reach consumers, but also works very well in a specific way when who you want to convince is millennials. Millennials are one of the most difficult consumer groups for brands, as they do not fully understand the motivations behind their purchasing decisions. What do millennials expect from brands?

The list of perspectives that millennials have for their top brands are very broad, from being respectful and doing things for others to making them happier. And one of the things that consumers in this age group take for granted is that brands will be active on the internet and that they will produce content. Online content is in fact one of the best ways to reach their hearts and convert them into loyal consumers of the brand. A new study on millennial shopping habits and online content marketing, prepared by NewsCred, shows this.

The perception that millennials have of content is very good. 62% say that the content strategy of a brand, that is, that they offer them content on the internet, makes them develop greater loyalty towards that brand. Although from the outset the figure is very good and optimistic and allows us to draw very good conclusions and make optimistic forecasts  Slovenia phone number list   about how content is the key to reaching consumers that right now they consider difficult, the truth is that millennials are not entirely convinced with what is offered to you right now. The same ones that assure that the contents make them loyal consumers warn that the contents that they can see right now are not the ones they like the most of the ones they could receive.

Faced with this figure are those who do not see with such good eyes the content marketing strategy of brands on the Internet. It is true that only 12% are openly and frontally against what companies are doing. This percentage of millennials assures that they do not like the content strategy of the brands. But although this percentage is low and therefore allows us to remain somewhat optimistic about what is happening, the truth is that it is not the only one who can call for caution.

In addition to these, 32% say that they believe that what the brands are doing does not really offer them anything. These consumers criticize the content generated by brands because they believe that it is too long, that it is too oriented to sell something to them (that is, it is actually advertorial and not content marketing) or that it ignores the individual cultural interests of consumers.

Millennials don’t want to have to work to find value amid a flood of sales messages,” Shafqat Islam, the CEO of NewsCred reminds BizReport. “Brands can earn trust, loyalty and a share of their spending with the right content,” he says. But what exactly is that content suitable for millennials? Those responsible for the study remember that, first of all, what millennials value is quality over quantity and this applies to each and every one of the things, content marketing included. Millennials want messages that are good, interesting, of quality and not to brands that publish en masse on social networks.

Online content published by brands should be educational and useful. Therefore, it has to serve something or to contribute something to its consumers. The strategy must therefore focus, and if you want to reach millennials, on personalized content, with a certain sense of humor, intelligent and that help when making purchasing decisions. These are the contents that most influence consumers when they buy and above all the ones that show the most in brand loyalty.

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