How Do You Engage With a Younger Audience?
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How Do You Engage With a Younger Audience?
In the dynamic field of marketing, striking a balance between captivating a younger demographic and retaining current customers is crucial. We've gathered insights from Marketing Managers and Digital Marketing Specialists, among others, to bring you five innovative tactics. From blending retro aesthetics with modern trends to utilizing segmented content and cross-promotion, discover how to engage effectively with audiences of all ages.
- Blend Retro Aesthetics with Modern Trends
- Partner with Niche Micro-Influencers
- Build Around a Universal One-Word Promise
- Leverage Interactive Social Media Features
- Utilize Segmented Content and Cross-Promotion
Blend Retro Aesthetics with Modern Trends
Younger demographics are drawn to retro aesthetics and experiences—they find them novel and engaging. However, these elements also resonate deeply with older generations as echoes of their own pasts. By infusing your brand's essence with contemporary elements, such as the use of digital platforms or the latest social media trends, you can create a campaign that spans generations.
I'll use the analogy of remixing a classic hit—keep the chorus that everyone knows and loves, but update the beat and the production to make it pop for today's listeners. This approach not only celebrates the brand's legacy but also showcases its evolution, demonstrating to all customers, new and old, that while the brand respects its roots, it's also forward-thinking and innovative. This creates a shared experience that neither patronizes younger generations nor alienates the current older loyal fans and customers.
Partner with Niche Micro-Influencers
An effective tactic for engaging younger audiences is partnering with micro-influencers, particularly influencers who have smaller, but highly engaged and niche audiences that resonate well with a specific demographic group. Micro-influencers are seen as more relatable and trustworthy compared to celebrities, making their endorsements feel more like personal recommendations than paid advertisements.
This strategy can effectively bridge the gap to younger audiences because these influencers often embody the values and aesthetics appealing to younger demographics. Their content comes across as authentic and organic, which is key to capturing the attention of younger people who often distrust traditional advertising. At the same time, because micro-influencers are not overwhelming in their reach, existing customers are less likely to feel disconnected from the brand. They may even appreciate the fresh perspectives and innovative approaches being introduced, aligning with the brand’s evolution while staying true to its roots.
Build Around a Universal One-Word Promise
If you want your brand to transcend demographics and engage multiple audiences... If you want your brand to be timely, yet timeless and not trendy, build it around a powerful, one-word promise. This one word will be interpreted by each generation according to their needs, desires, values, and experiences with authenticity and relevance.
For example, 'freedom' means something entirely different to a Millennial than to a Boomer. But as Harley-Davidson's one word, it appeals to both. To a Gen Xer, Airbnb's one word, 'belonging,' may mean family time, while to a Gen Zer, it may mean community, safety, and inclusivity. Yet, both definitions are true.
At Insurgents, we believe that whether you are a DTC, B2C, B2B, or personal brand, few things are more important – or more powerful – than your brand's one word. It is a beacon to everyone who comes in contact with it – internally and externally. Define your one word early in the life of your brand. Keep your word, and you'll create a strong, lasting bond with each of your audiences. You have my word on that.
Leverage Interactive Social Media Features
The most effective way to engage with a younger audience without alienating existing customers is with interactive social media features. Utilize interactive features on social media platforms, such as polls, Q&A sessions, live streams, and interactive stories. This not only engages younger audiences who are accustomed to such interactions but also provides opportunities for existing customers to participate and share their opinions. Interactive social media features are key because they foster a sense of inclusivity and participation, making the audience feel heard and valued. They also encourage real-time engagement, which is essential in capturing the attention of younger demographics who crave instant interactions and feedback. Additionally, these features create a dynamic and interactive experience, keeping both younger and existing customers actively engaged with your brand's content.
Utilize Segmented Content and Cross-Promotion
A common problem in this industry is that our service offerings are oriented toward Millennials and Gen-Zers alike—both of which are notorious for their differences. I make the most of segmented content and cross-promotion strategies to keep all audiences engaged. We identify where a specific category of leads is and then tailor the content based on demographics. Younger audiences are attracted through TikTok and Instagram, whereas existing customers receive the content through our website or email. Automation has played a significant role in keeping these categories separated yet fully informed and engaged.
