By: Rachael David, Communications & Digital Strategy Committee Member
Growing up in the age of the Internet, surrounded by technology’s most groundbreaking advancements, it’s easy to see why millennials have quickly become the most avid users of today’s social media platforms.
As one of the most popular, Twitter continues to dominate the game. According to a study by GlobalWebIndex, 59% of the demographic was on Twitter in 2014 – and brands are taking notice.
Though not every brand has figured out how to utilize social media marketing effectively, there are a few select users out there who have captured the millennial voice in the most brilliant way possible and consistently deliver the content we know and love (and might even be willing to retweet) to their loyal followers. These brands understand the importance of establishing two-way relationships with their fans and prove that building dedicated brand advocates may very well be just one tweet away.
Here are five brands that got it right.
1. IHOP – Ask any millennial and they’ll tell you that IHOP’s Twitter account is most certainly “on fleek.” Despite the fact that the older generations tend to frown upon the infamous millennial lingo, IHOP has chosen to embrace it. With tweets like, “Pancakes on fleek,” and, “RT if IHOP is bae,” the restaurant chain speaks to millennials in the language they know better than anyone. They understand who is seeing their tweets, and with direct calls-to-action and witty pop culture spin-offs, we’re loving every bit of it. Critics can say what they want about the brand’s unconventional approach but with over 200,000 followers and 42,000 favorites, it’s safe to say they’re doing something right.
2. Taco Bell – Similar to IHOP’s approach, Taco Bell also recognizes the culture of millennials and likes to search for fun and creative ways to become a part of it. They have an impressive amount of audience interaction and make a point to acknowledge their fans with plenty of shout outs and retweets. They share videos, launch campaigns (such as #TacoBellPromposals and #BreakfastDefector) and craft social messages only millennials would understand. Combine that with late night hours and food no college student can resist, and you’ve found yourself a recipe for success.
3. Target – What’s the number one sign you’ve made it with millennials? They start making eCards about you. And in the battle of discount department stores, Target is undeniably one of the most sought after brands. Though there’s no hard evidence, it’s a pretty safe bet their well-rounded Twitter strategy may have something to do with it. Acknowledging the power of the picture, almost every one of Target’s tweets comes accompanied with a colorful image promoting their wide variety of products and departments. They celebrate national holidays, create original graphics and appeal to the everyday shopper in all of us. It’s no wonder we can’t walk out of there without a new purchase. Bravo, Target.
4. Nike – As a worldwide name many of us have been familiar with since we were little, the communications professionals at Nike had a big responsibility when choosing how to establish the brand’s Twitter strategy. So how did they do it? By delivering exactly what you would expect. No flashy graphics, no ribbons or bows, just cold, hard content that reinforces the Nike message. Millennials follow Nike for product previews, motivational quotes and raw inspiration from the fitness experts they trust most.
5. Starbucks – If there’s one thing we all know about millennials, it’s that they love their coffee – and not just any coffee – the venti lattes, creamy Frappuccinos and caramel macchiatos only available at the closest Starbucks. With the widespread popularity of their products, Starbucks didn’t need a cool Twitter account to capture the attention of this audience, but choosing to establish a presence on social media has undoubtedly yielded benefits for the brand. By offering free giveaways, expert coffee tips and charitable opportunities, Starbucks continues to keep us coming back for more.
Image Credits: Twitter