Why is marketing to millenials so hard?
Millennials are undoubtedly one of the most difficult of markets, yet a rewarding demographic if successfully engaged.
Being 18 to 32 year olds, they outnumber baby boomers and, as their buying power increases, those targeting them must understand their expectations.
Millennials are tech savvy, want to be treated as individuals, want to be heard and so seek personal social interaction online.
Appealing to millennials sense of self then, business must be empathetic and, more importantly, transparent.
How do they want to be engaged?
Millennials want to know that those they are talking to pay attention to their needs however they still listen and trust the opinions of their peers.
They themselves produce content for their peers to consume and share.
Apart from the cute African animal of the same name, Meerkat (www.meerkatapp.co) is
a simple, easy to use & view video streaming application available in the Apple App Store (no Android version at this time).
Designed to bypass the difficulty of historical software systems that stream and view video, Meerkat allows any iPhone or iPad owner to stream live video to their network of followers (notified via a Twitter link) where viewers are able to 'watch the show' via a desktop computer or smartphone.
Millennials bore easily, video is engaging and quick to digest
Social channels like Facebook are seen as unfulfilling and as aged as their user demographic, where the likes of Instagram and Pinterest (along with lesser known channels like WeHeartIt) pick up the slack.
Worse, the average video content shared is normally carefully prepared, manipulated and served cold whereas Meerkat video is live, unadulterated and far more transparent.
Apart from cabled internet services, and thanks to the increasing upload speed of localised WiFi, and equally fat bandwidth of 3G (where 4G is becoming more commonplace), video allows 'Streamers' and 'Viewers' to quickly and easily connect.
Better yet, viewers accept live video from Meerkat streamers as being more believable, real and "untarnished".
Brian Fanzo, a social media strategist, streams a Meerkat video waiting at the airport
Just as social media channels were cautiously taken up and carefully learnt, there is no such opportunity to get it right on Meerkat - you're
either 'on or off' and unrecorded, so can't be saved for later viewing.
Trustingly then, and already in the US, some politicians are jumping on the Meerkat bandwagon, as they appreciate its opportunity to expose
a powerful message. In fact it's the media that should also become wary, as this ease of video streaming blurs the lines between
orchestrated journalism and dynamic content.
Jimmy Fallon currently ranks number one most viewed Meerkat feed
While video bloggers have been doing it for years, Meerkat introduces a new source of social trust for millenials that may make other
social media video platforms redundant.
Just as millennials want to be heard, so too does business, and this broadcasting platform offers that perfect match.
Meerkat looks to be that win-win solution, no matter how uncomfortably open and honest the broadcasting streamer needs to be.
(Follow @bosweb on Meerkat to be notified of our broadcasts)