Gone are the days when social media was considered as just “an extra edge” in marketing.

More and more businesses are religiously using social media marketing along with SEO, PPC, and content strategies. If the majority of your target market is made up of Millennials and Gen Zers, all the more reason to start using social media to your advantage.

Why These Two Generations?

Underestimating these two generations would be a huge mistake, as you are looking at the most significant purchasers of the next couple of years. Millennials currently account for the biggest population by generation in the US. Nielsen revealed that Millennials have an annual purchasing power of more than $65 billion and can potentially influence up to $1 trillion in total consumer and entertainment spending. By 2018, Millennials are expected to spend $200 billion annually, giving them the highest spending power among generations.

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As for the younger Gen Zers, they will make up 40% of all consumers by 2020. While they are currently influencing $600 billion worth of family spending, which is less than the Millennials’, ongoing studies are predicting that Gen Z is set to overtake the Millennials' purchasing capacity once they join the workforce.

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A Shift in Media Consumption

Jumping into social media strategies without understanding or knowing your target audience can be a waste of money and time. To appeal to your prospective customers from the younger generations, you need to understand which media they consume, how they access information, and how often.

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#1 Mobile Presence: Be At Their Fingertips' Reach

Both Gen Y and Z are digital natives, and they consume information via the fastest and most accessible way – their smartphones. As of the first quarter of 2017, 97% of Millennials and Gen Zers owned a smartphone, which they used to consume all types of media, including TV shows, games, and music.

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As such, you need to optimize your social media content for mobile devices to cater to their lifestyle. Here are some reminders on how you can do this:

• Text-heavy posts are a no-no. Your audience is always on the go, and they don't have time to read huge chunks of text. Make your posts short but catchy, quick but substantial.
• Use eye-friendly colors and fonts on your graphics, and stick to a style that fits your brand's identity.
• Make sure that your content will load fast on mobile data. Younger audiences want content delivered quickly and in real time.
• Change or update your posts regularly to stand out in a sea of other content, making users take a few seconds to pause from scrolling.
• More importantly, if there's anything that these generations like most about social media, it is engagement. Make sure your audience engages with your content by encouraging comments from them and organizing photo or video contests.

#2 Influencers: Being Authentic and Building Trust

Influencers know how to develop relationships with their audiences. They are approachable, relatable, and fearlessly outspoken. Therefore, when a social media personality endorses your brand, the audience knows that it comes from an authentic place because someone who doesn't work for the brand recommended it.

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While it is true that enlisting the help of influencers will require you to shell out much money, some micro-influencers offer the same kind of services for a lower rate. Millennials and Gen Zers are recognizing the role of micro-influencers who have a smaller following but are more personable, more accessible, and more engaged with their audience.

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Though influencers do not fit all types of industries, there are definitely some things you can learn from them which you could apply to your social media strategy:

• Be transparent and authentic. Younger audiences like to know how a company operates or how a product is made. Introduce your business and the people behind your firm.
• Get input from an actual Millennial or Gen Zer. They may not be an influencer, but listening to someone from their generation gives them an idea of what kind of benefits your product or service can offer to someone in their circle.
• Hard sells will never work on Gen Y and Z. Instead of blatantly promoting yourself to them, let them promote They like sharing on social media especially when they're satisfied with a new service or product. They will endorse you to your peers and family and will even automatically hashtag your brand.
• Don't be afraid to reveal your values. Millennials and Gen Zers like to support brands who share their values and opinions.

#3 Snaps, Stories, and Streams: The Rise of Audio-Visual Content

Social media platforms have made it easier for businesses to promote audiovisually without spending too much on the production budget. Facebook, Instagram, Snapchat, and YouTube all have live video and streaming features that only require a stable Internet access and a decent phone or web camera that can shoot in good quality.

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It has been proven that Snapchat and Instagram stories are great for brand recognition which eventually increases the purchase intent of your prospective customers. Meanwhile, Facebook and YouTube live streaming features promote the transparency of your company.

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If you're not quite sure how and when to use short and long live videos, here's a breakdown:

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Snapchat and Instagram Stories

• Millennials and Gen Zers like having exclusive access to updates. Snapchat and Instagram features are perfect for announcing a new service in the works or when you have a new product that's about to hit the market in a few days.
• When you're asking for your target market's opinion on a new product, instead of putting up a poll, why not ask them yourselves with a quick video? It will encourage engagement and develop customer loyalty. Don't forget to use the hashtag!

Facebook and YouTube Live Stream

• Launch live streams on weekends since you'll be asking your audience to take some time to watch your video.
• Show them a tour of the company or behind-the-scenes of your production process. You can also show a live demo of your service or product. If you can, invite an influencer in the video or feature a Millennial or Gen Zer.
• Use long video streaming for a live Q&A. Not only do you engage with your audience, but you also get feedback in real time from real people.

Social media marketing is here to stay, and it will be to your business’ advantage to be visible and accessible to the younger generations who have the highest potential to influence your bottom line. If your company is ready to engage and be connected, contact us to find out what social media strategy best fits your industry.