Millennials Are Not Impressed With Your Content Marketing

Millennials Are Not Impressed With Your Content Marketing

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45% of millennials aren't impressed with native ads and content marketing, says Yahoo and Tumblr report.


Millennials – also referred to as digital natives or Gen Y – created the art of consuming copious amounts of content across multiple devices at all times. Despite this ongoing consumption, 45 percent of Gen Y simply are not impressed with the content that marketers are serving up.

That according to a new study, “Content Marketing Best Practices Among Millennials,” by Yahoo and Tumblr, in partnership with Razorfish and Digitas.

While the oft-ridiculed generation may seem easy to dismiss, millennials have a lot of purchasing power and are expected to shell out $1.4 trillion by 2020. It would behoove marketers to win them over, hence the issue in this study. The good news is Gen Y is very open minded when it comes to native content, and will gladly share it with their social networks, as long as you don’t try to slip in a hard sell. The study, which surveyed 15,000 adults ages 18-34, found that this generation is very put off when they feel deceived by advertisers.

So what does this all mean for you, as a marketer? For starters, you’ll need to bring your A-game because millennials expect you to understand their needs, their preferences, and their passions. It’s all about them – they are a generation of selfie-takers, after all. Take a look at some best practices for winning over Gen Y according to the study, as well as some other content marketing thought leaders:

Make them laugh at or with you

“Comedy is the number one most watched genre online and speaks to their values of fun and positivity,” explains the Yahoo! study.

Read the full article here. Image via Flickr.

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