Social media can be a bit tough to navigate. Engaging people in a meaningful way is an art form, really. Connecting with Millennials, specifically, can be quite daunting. This group rules the social kingdom, so while the social sphere is definitely the best place to engage them—it can be a bit difficult to figure out exactly how to go about it.
Considering that Millennials account for about 1/3 of the total U.S. population and are expected to have $2.45 trillion in spending power by 2015, this is a group you want to get to know. This is an attractive bunch as far as potential donors go.
Luckily, Millennials already want to engage with you. As a group they’re big on social responsibility. And, as a nonprofit, you fit under the heading of “socially conscious organization looking to affect change in the world.” The hardest part is done. You’re in.
Not sure how to proceed? No worries. Here are 3 ways to engage Millennials on social media.
Play up the visuals
Study after study has shown that content with visuals does better on social media than content without. This is definitely true with the Millennial audience. Videos, photos, gifs and infographics are flooding the social stream.
Create short videos on platforms like Vine and Instagram to pique their interest. Produce longer videos for platforms like YouTube to explain your nonprofit’s mission and work through storytelling. Make sure your posts on Facebook and your tweets on Twitter include visuals whenever possible.
Talk about the issue with them
Millennials want to hear about the issue, not your organization. Share information about the cause you’re supporting, the problem your nonprofit is working to correct, or the people you’re helping. Toss an interesting fact or story quote out into the social sphere and link to a larger piece of content on the topic.
Make sure to use this as a means to start a conversation, though. Millennials view social media as a platform for having conversations, not being lectured to. Ask for their thoughts. We all know Millennials have a thing for sharing on social media—which brings me to my third tip…
Ask them to be an influencer
Invite them to tweet/post/share content that speaks to their experience with your cause or nonprofit specifically. Create a prompt and a hashtag for them to include with their photo/video/post so that they can see what others are sharing, too.
In asking them to be an advocate, you’re feeding their natural desire to share their experiences and their opinions with the greater social sphere. Plus, not only do Millennials trust user-generated content 50% more than anything you could ever create, they find it 35% more memorable as well. They get to promote their perspective and your nonprofit’s name is put in front of new eyes –their community members. Everybody wins.
Hopefully, these ideas will help you better connect with Millennials across the social sphere. Just the fact that you’re interested in engaging with them on social media means you’re off to a good start.
Have you had any success connecting with Millennials on social media? Or, as a Millennial, do you have any tips you’d like to add to our list? We’d love to hear from you in the comments section below.
Image courtesy of Sean MacEntee