Millennials make up the majority of the workforce, so it’s no surprise that they have some impressive spending power. Millennials in the U.S alone had around $1.4T in disposable income to spare in 2020, and are used to being brand loyalists. As the most likely generation to be subscription-holders, they expect a certain degree of connection with the brands they choose (usually online).
The average millennial spends more time online than previous generations (but not as much as Gen Z), so it's easier to market to them in the digital space. However, just because they spend a larger amount of their time online doesn’t mean it is any easier to turn them into loyal customers. Instead, they tend to respond best to genuine messaging, with a keen eye for hyper-promotional content.
A well-crafted influencer marketing campaign will resonate with millennials and brands should focus on portraying their mission, values, and alignment with talent the same age of their target consumer.
Millennials are more open-minded than their Gen Z counterparts and are social and cause-focused when choosing brands to interact with online. Millennials especially engage on social when the marketing is coming from the right source, with the right motivations.
Let’s break it down by the numbers:
As well as highlighting how important it is to create genuine marketing opportunities for your brand in order to attract a larger millennial audience, the Influencers you choose as partners are just as important as the social content strategy you create.
While no two 25-40-year-olds are built the same, follow the same Influencers, or have the same shared interests, here are four data-driven strategies that will help you to better target this powerful group of shoppers.
Explore best practices of influencer marketing on TikTok, a platform that’s rapidly growing its millennial audience. Read more on the RhythmInfluence blog.
All of the best millennial Influencers are skilled at connecting with their followers to create genuine branded experiences for their partners. To reach that potentially hard-to-connect with demographic, try partnering with one of the top millennial Influencers like:
Source: @amberleediamond on Instagram
Millennial lifestyle and fashion influencer Amber Diamond is particularly skilled at adding a personal element to all of her branded posts. By including her family, friends, and memories into her pictures and captions she encourages her followers to connect with her on a deeper level— which translates directly to an increase in brand engagement.
Source: @krystian_gabrielle on Instagram
Family and LGBTQ+ influencer Krystian Gabrielle’s branded posts embed content with personality. By introducing her posts as “snapshots of my life” she promises her followers an unfiltered look into her life as an Influencer.
Source: @jumpropejimmy on TikTok
Athlete Influencer Jimmy Reynolds is a fitness motivator and lifestyle personality with a large following of activity-minded folks. . Thanks to his fresh images and fun, individualized captions he has the power to introduce brands to a whole new generation of consumers.
Feeling inspired and ready to dive into your next millennial-focused influencer marketing campaign? We here at RhythmInfluence are ready and willing to help! Contact our team of experts to get started.