Now, Facebook has just uncovered a counterintuitive truth about marketing to the millennial generation: Brand loyalty can still make a difference.
Why It’s a Big Deal
Let’s back up a bit: You need to understand how tough marketing to millennials is across the board. For one thing, advertising is completely ineffective. Studies show two-thirds of audiences are unaffected by native advertising, while just five percent are greatly impacted by social media recommendations. Brands have even turned to textless logos in an attempt to avoid bother millennials with ad copy. So why does Facebook think brands still have a pull? Two reasons.
Millennials Can Be As Brand-Loyal as Baby Boomers
From the Facebook Insights blog: The younger crowd may be unaffected by ads, but they still recognize brands and assign a certain amount of credence to them. I’m definitely not surprised to hear that that loyalty falls away among the bigger budgeted items like plane rides and hotel rooms, though: It’s no secret that plenty of millennials are broke, even if those surprised by the fact that they aren’t buying diamonds don’t seem to have grasped the point.
Millennials Still Want to Be Brand-Loyal
From the same the blog: So what’s the takeaway? Brands should focus on the most genuine social media interactions they can muster, building trust in the knowledge that their attempt at branding isn’t completely destined to fail.
