New consumers are crucial to business but brand loyalists are the true heart of any company. Brand loyalty doesn’t come easy but 64 percent of Millennials, possibly the most desired demographic for marketers, consider themselves more brand loyal or as brand loyal as their parents (Think Tank). That’s a $600 billion annual spending generation who is eager to be dedicated to specific brands if their loyalty is earned the right way.
So how do brands gain these Millennial loyalists? It starts with transparent authenticity on social media. It takes more than feeding selling tactics onto social in hopes of spurring a purchase decision. Social media is a two-way connector and Millennials are seeking that engagement with brands. In fact, 62 percent of Millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer (Think Tank). There’s many ways to engage with Millennials digitally; half of Millennials share content when it is a cause they believe in and 65 percent share when the post is thought provoking. The top reason why Millennials share content is because it’s funny (Insights). A great piece of content that can hit all three of those motivators is video. Video can create emotion and laughter in ways that images simply cannot.
Videos can target Millennials throughout the entire buyer’s journey. Eighty percent of Millennials turn to videos to help with their initial research when making a purchase decision. Additionally, 74 percent find videos helpful when they are comparing products and 70 percent use video to help with post-purchase when shopping for more products from the same store (the Content Strategist). From product demos to product reviews to engaging social content, Millennials engage with brands utilizing video to help and connect with their audience. Sixty-two percent of Millennials say that if a brand engages with them on social, they are more likely to become a loyal customer (Forbes). Loyalty begins with that social engagement which is easily produced with compelling videos.
Video is one part of the mix to gain loyalists. Millennials are searching for experience over products more than any other generation. Nearly 48 percent of Millennials feel more loyal to a brand that provides interesting experiences, compared to 35 percent of Gen X and only 17 percent of Baby Boomers (Think Tank). Millennials are seeking out experience, customization and awareness from brands. Chipotle is popular with Millennials because it is an engaging way to order personalized food. The health consciousness of the company is important as well because Millennials seek out healthy options and cause-connected brands. Chipotle listens to their audience to provide options that will create repeat customers. 52 percent of Millennials say that to remain relevant, brands need to listen to consumers and be willing to change based on their feedback (adroitdigital). Consumers know that brands have access to audience feedback more than ever now and to simply ignore it is a fast way to lose loyalists.
Millennials need the mix of social dialogue, engaging videos through emotion and humor, experiences, and audience listening to believe in a brand and become loyal. Seventy-five percent of Millennials believe it’s either fairly or very important that a company gives back to society instead of just making a profit (Forbes). Millennials know that as a company, it is all about the money; show them that there is more to the brand that profits. Provide them with video content that is helpful to them through the buyer’s journey or that will make them chuckle as they scroll through their feed. Loyalty takes time to build but videos can foster a deep connection and gain those crucial Millennials.