With the barrage of media Millennials face, it’s not enough to put out an interesting product and hope people will respond to it. Audiences can now continue swiping past your work and miss it entirely.
However, all is not lost.
Individuals in today’s digital world of constant Snapchat moments and Instagram stories are just looking for something unique to captivate them. It’s not enough to be a marketing expert and create ads based on demographics; many people have moved beyond what their demographic suggests. Marketing teams need to promote their products as something no one has ever seen before – simply put, they need to show off their product’s cool factor.
What makes your service more interesting than all the other millions of products a person is confronted with every day? If you can give your creation a compelling, emotion-driven back story or give your piece a snappy, out-of-the-box vibe, you may find your audience engagement increasing more than ever before.
Here’s three tips on how you can illustrate your product’s cool factor in today’s social media-driven world:
1. Be authentic. Show your funny side.
There’s nothing people hate more than brands who “put on the company face.” Transparency is what makes people believe in a company and put their trust in their products. The global public relations firm Cohn & Wolfe found that 88% of consumers would reward a brand in some way (recommend to others, invest in the company, stay loyal to the brand, etc.) for its authenticity.
Look no further than Donate Life’s Don’t Be an Asshole advertisement for organ donation. The dark but funny ad has more than 2.3 million views on YouTube and, according to a recent story in PR Week, Donate Life saw the percentage of males 20 to 34 signing up to be a donor on its website more than double, from 26% to 56%.
2. Create VIP access for your most loyal fans
We are living in a time when more and more people want to interact and connect with the things they love, and of course there are multiple channels for them to do. So offer your followers a chance to see what goes on behind the scenes or give them a special deal if they tune in to what your organization is posting.
In a Huffington Post story comparing Generation Z and Millennials, Ernst & Young’s Executive Director of Growth Strategy Marcie Merriman stated, “They expect businesses, brands and retailers to be loyal to them. If they don’t feel appreciated, they’re going to move on.”
3. Challenge the status quo. Take action.
Nothing will grab your audience’s attention faster than shattering their previous expectations of how they thought things were supposed to be. Of course, completely changing an individual’s mind from one form of thinking to another can be difficult, but nothing is more powerful than showing your viewer directly with “what if” scenarios. With the right amount of information, you could make someone understand your messaging and want to know more about your brand.
If you have not already, check out the ad Evan for Sandy Hook Promise.
The gun control debate has been a hot button issue in the United States for decades, but with this PSA suddenly millions of Americans understood what was at stake if we continued to look at guns in the same way we always have. Since the launch of the Sandy Hook Promise organization with this video, over one million supporters from 50 states have made a pledge to help protect children by preventing gun violence.
Nothing is cooler than standing up for what you believe in, and social media thrives on just that idea.