I was recently asked to provide commentary about social media usage growing on mobile as well as how this impacts millennial marketing. Below is a recap of the conversation.
With the rise in social media usage on mobile, what is the key takeaway for marketers, particularly in what they should be doing to reach millennial consumers?
(Tom Edwards) We understand that mobile is the first screen and that multi-screening is second nature so we look to create integrated experiences that are clear, consistent and recognizable that is designed to be authentic and relevant and always mobile first.
We also understand that for millennials we have to speak visually. Visual language is supplanting the need for text. Whether it’s photos, stickers, emoji or memes visual is a powerful way to deliver a message as well allow for greater flexibility and ownable identity.
Final approach is to treat them as individuals there are different life stages and behaviors across the age range. It’s important to provide as much customization and personalization at the right time on the right platform.
The Temkin Group released a new Social Media Benchmark Study that examines the impact of social and mobile behaviors on 18-24 and it showed decreases in desktop and increased social consumption via mobile. Why?
(Tom) In a recent Facebook briefing, their insights team shared that 60% of 13-24 year olds would rather give up their television than their mobile phones.
Mobile is the enabler of their lives, connection with friends, family, entertainment and the world. Mobile allows them to quickly amplify their personalities.
To them, all the world is a screen and we have to adapt and treat them as individuals and personalize messaging at the right time on the right mobile platforms in an authentic and relevant way.
How do you interpret only a small increase in daily Facebook access? What are the implications for marketers?
(Tom) Facebook’s approach is to continue to diversify their positioning to reach millennial consumers. As they move towards a family of apps strategy, where each platform has a specific role, instagram = community, whatsapp = simple 1:1 chat, messenger = enhanced messaging and 1:1 commerce.
It is not surprising to see the small increase in daily Facebook access compared to larger growth on other platforms. Facebook is focused on creating relevant avenues for consumers to connect and interact with every facet of their world through applications that meet specific use cases.
Follow Tom Edwards @BlackFin360