Storytelling techniques: Maintain it frank (no gross sales communicate) and lean on real-world eventualities. Gen Xers could also be busy juggling careers, youngsters and caretaking of older relations, so model content material have to be immediately recognizable and simply digestible: Think about creating snippets and mixing audiovisuals to make your message accessible.
A latest Nielsen report exhibits each women and men of this age group are significantly motivated by TV adverts that depict on a regular basis home life, so video and streaming are prime channels to focus on. Since this era straddles the road between pre- and post-digital worlds, consistency is important, not solely inside your model story but additionally throughout the platforms via which you convey it.
Millennials
Born 1981-1996, millennials (aka Era Y) got here of age in a digitally interconnected world. They’re extremely receptive to narratives that replicate their values of inclusivity, social accountability and authenticity. Think about the “We Are What We Do” marketing campaign by socially acutely aware shoe model Toms.
Millennials don’t essentially transfer via life levels historically as earlier generations have: They buy fewer houses, begin households later and will maintain quite a few jobs throughout their careers. Worth-based storytelling that aligns with their particular person life, passions and beliefs exhibits you really perceive them.
Person-generated content material (UGC), influencer collaborations and interactive components pattern strongly with this group; they can be drawn to serialized narratives that unfold step by step throughout platforms, creating a way of engagement and immersion. For instance, manufacturers like Nike, Denny’s and Kohl’s have debuted long-form video content material on YouTube that extends every firm’s on-line and cell presence.
Storytelling techniques: Your model’s content material have to be optimized for cell: 9 out of 10 millennials surf the net whereas watching TV, digesting a median of 5 hours and 39 minutes of on-line video per week. You’ll earn excessive scores with digestible video content material and a robust YouTube, Instagram and Fb presence. Millennials additionally admire two-way dialogue and be part of the dialog by way of UGC or by offering suggestions. Storytelling is a chance to be clear, personable and provides your model a human face.
