Today, Millennials represent 30% of the population in Latin America. According to Deloitte, in 2025, they will represent 75% of the global work force. Millennials are the future generation of users and consumers, a renovated market, which demands that we renovate as well. If it’s true that in public relations we continue to use basic tools, such as: distributing press releases, securing interviews, coordinating media tours and press conferences, then it is also true that renovated tactics and digital strategies are now in demand. It is crucial to analyze three aspects of today’s Public Relations.
More than just traditional media.
A survey performed by Crowdtap found that 60% of Millennials rely on social media to remain informed. This audience prefers to consume news and content created through platforms such as BuzzFeed and Huffington Post, in the place of other traditional media outlets such as The New York Times and other dailies. This signals the importance of giving blogs, digital websites, social media, and the famous Word of Mouth, the importance they deserve when reaching Millennials. It is no longer just about the editor of an important print media outlet, but also about creating genuine ties with bloggers, specialized journalists, social media influencers, and subject matter experts, who are able to reach and serve as opinion leaders to those of this generation. The recommendation? Reach an equilibrium between both: traditional and non-traditional media while keeping in mind that consumer behavior is not the same in every market. For example, according to Target Group Index, in Colombia, 60% of Millennials continue to be readers of print media and 82% listen to radio on a daily basis.
Which Social Media Channels to Choose?
Which platform should be selected when developing a campaign? With the many options available, such as WhatsApp, Facebook, Twiter, Instagram, YouTube, Snapchat, Pinterest, Google+, LinkedIn, and Tumblr amongst others, it is pivotal to remember that not all social channels have the same impact in every market. While in some markets in Central America, Facebook and Twitter dominate, in others such as Dominican Republic, one must consider Instagram, YouTube and Snapchat. In addition, it’s also important to keep in mind the characteristics of each of these channels. Snapchat, for example, gains its popularity amongst the youth through its short content that disappears within seconds; one must be online to consume it. Instagram, on the other hand, has been well-adopted for its sharing of images and the engagement it drives. With that said, the key to a successful campaign could lie in the correct choice of channel to execute it by.
The power of influencers.
Incorporating “influencers” is mandatory, but only as long as it’s done correctly. Millennials look to influencers as credible sources who they look up to and would like to be similar to. YouTubers are a good example: they are nearby users who one can speak to directly. The first step is choosing the correct (and credible) influencer to fulfill the brand objectives. It’s important to choose one that is well-received by the audience, is capable of integrating your brand or products in a seamless manner into their social channels, and does not have an existing relationship with a competing brand or involvement in a scenario that could affect the credibility and success of your client. Watching the influencer interact with the brand on their day-to-day, in a natural way, is the key to success.