• Carly Akerly

How to Advertise to Millennials on Instagram in 2019

What does your current Instagram strategy look like? Are you reaching Millennials, aka Generation Y? The generation—now ranging from ages 22 to 37—is projected to reach 73 million in the U.S in 2019 and overtake boomers. If you are not reaching Millennials, you are missing out on a wide range of working professionals. In this article, we will take a look at what Millennials want in Instagram advertising and how you can use relevant research to your advantage.

Who are Millennials?

Millennials include anyone born between 1981 and 1996 (ages 23 to 38 in 2019) which means anyone born from 1997 onward is a different generation. Millennials are tech-savvy and are constantly armed with email, text messaging, and social media. This generation has a great focus on work-life balance and crave a healthy, flexible work schedule. Millennials gravitate towards businesses with relatable, straightforward communication processes. Since this generation has been exposed to more advertising than ever before, Generation Y wants companies to be transparent and real.

Why should I advertise to Millennials?

  1. 1 in 3 Americans will be a Millennials by 2020. (Taboola)

  2. 1 in 3 purchases will be made by Millennials by 2020. (Taboola)

  3. Millennials are the largest generation in the workforce. As of 2017, there were 56 million Millennials working or searching for a job, compared to 53 million Gen Xers and 41 million Baby Boomers. (MentalFloss)

  4. 92% of Millennials carry smartphones and roughly 25% of Millennials report looking at their phone more than 100 times a day. (MentalFloss)

  5. It's estimated by 2020, Millennials will be worth $24 trillion, according to a report from UBS Bank. (BestLifeOnline)

How do I reach Millennials on Instagram?

  • Produce user-generated content.

Millennials are far less trusting of corporations and want to see more user-generated content. Communicate with your followers and try to get the community to post with your product or about your service. Millennials are much easier to reach when they are trusting of your business. Did you know that Millennials tend to trust user-generated content 50% more than they do other forms of media? Encourage your digital marketing team to utilize influencers or repost Instagram images and videos from other users.

  • Promote industry news.

Millennials care about what is happening in the world. Are you in the real estate? Post about the happenings in the real estate industry and share engaging and relevant content with your follower community. With that being said, avoid offensive or controversial topics. Keep your industry news educational and neutral in its tone.

  • Fight for something bigger than your business.

Millennials are all about making the world a better place. If your business is contributing to charities or worldly initiatives, advertise this on Instagram. It is a great way to engage this generation and demonstrate that your business cares about more than just making money. Millennials are actively engaged in the community and care about issues such as climate change, human rights and the proliferation of GMO agriculture.

  • Recycle content from other social media platforms.

Posting daily on Instagram can feel like you are burning through content too quickly, but that doesn't have to be the case. Use content from your other social media platforms on your Instagram account to make it easier on you. It is important to consistently update your followers, but it is not necessary to create original content each time. Integrate all of your social media channels into your Instagram strategy.

  • Give shoutouts to your followers.

Do you have a follower that goes over and beyond to engage with your content? Give that follower a little recognition by giving him or her an Instagram shoutout. Millennials love receiving recognition for their performance. Add to your companies story by sharing someone else's experience with your product or service. Millennials value meaningful interactions and don't want to do business with massive corporations that don't care about their customers. Show that you care by promoting your followers and produce more user-generated content by giving these shoutouts. Win, win!

How do I track my Instagram posts' performance?

After all of your hard work, ensure you are reaching the appropriate target by tracking your post activity. Utilize one of these 4 unique social media analytical tools to track your advertising effectiveness.

  1. Later: Increase engagement, optimize stories, and drive traffic with the Instagram Analytics tool included with Later. Use this social media scheduler to track the results of your Instagram posts and stories. This is a free application with premium options available.

  2. SproutSocial: Measure and enhance your Instagram strategy with the Instagram tracking and measurement tool included with SproutSocial Standard Plan for $99/month.

  3. Instagram Insights: If you have a Business Profile, you will have access to the Instagram Insights feature. This application offers comprehensive data about your profile, posts, stories, and advertisements. This is a free feature.

  4. Bitly: Use this URL shortener in your profile biography for followers to click on. Bitly breaks down the demographic that engages with your URL link. There are free and premium options for this website.

Instagram is home to nearly 59% of U.S. Millennials. Use Instagram to reach Generation Y and make a real impact on your business. Promote content that reaches your target audience and track the effectiveness of your Instagram strategy. There is no doubt that Instagram is an important application in reaching Millennials so making sure you are using the social media platform the right way will maximize your advertising efforts. Don't waste another moment. Start advertising on Instagram and target Millennials today!

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