The media narrative about Millennials is that they are unlike previous generations because they were raised on social media and gravitate online toward all things social at the expense of traditional media channels. Now, some fodder to substantiate that notion: a new study showing that, for Millennials, user-generated content (UGC) is 20% more influential when it comes to purchasing and 35% more memorable than other types of media.
The study, which was conducted by marketing startup Crowdtap and the global research company Ipsos, found that Millennials spend roughly 30% of their day with user-generated content, as opposed to 33% with traditional media.
Considering that we’re only one decade into the social-media age, that 33% figure will likely decline.
Millennials also trust user-generated content more than traditional media channels, including conversations with friends (74%), peer reviews (68%) and social networking (50%). This is in contrast with traditional media such as print newspaper (44%), radio (37%) and TV (34%).
Brands and organizations that want to reach the Millennials will have to reevaluate their media strategies and make sure they deploy a social-media first model. This may cause some dislocation, of course, but companies have little choice.
Before executing the strategy, PR managers and directors should get a better handle on what makes Millennials tick. Here are a few tips on PR pros can debunk Millennial stereotypes, compliments of Glynn Murph, a senior account executive in the Atlanta office of Edelman.
- Make use of technology and social media: Milennials are incredibly tech-savvy and consider communication through text and tweets the norm. Put a Millennial in charge of a social media campaign and I guarantee your clients will be thrilled at the innovative thinking and execution.
- Keep us challenged: We are born multi-taskers and thrive on constant stimulation, new projects and learning opportunities. If a client tosses you a curve ball, put us up to bat and watch us knock it out of the park.
- R-E-S-P-E-C-T: Aretha Franklin said it best, but mutual respect is a must. We perform best when we feel that both managers and colleagues sincerely respect our work. While we may not have been in the workforce as long as you have, we still want our voices to be heard.
Follow Glynn Murph on Twitter: @GlynnCocoa
Follow Matthew Schwartz on Twitter: @mpsjourno1