Content Marketing Blog

Is social media the best way to reach young consumers?

Social media has become a valuable marketing tool, mainly for its ability to connect with a broad range of online consumers at the same time.

But because of the indirect waysocial marketing works, it can be hard to measure immediate results.

In Australia, the majority of businesses have invested time and money into creating a presence on social networking sites, but only 58 per cent of marketers believe it is effective, according to the Content Marketing Institute.

However, a recent study by SDL has found that social media may be the key to reaching younger consumers.

The study interviewed 1,800 millennials – those between 18-36 years old – in Australia, as well as the US, UK, Norway, Germany and the Netherlands.

The results revealed that five out of six millennials choose to interact with brands over social networking platforms.

But their attention doesn’t come for free. According to the study, 59 per cent of young Australians are gunning for discounts when interacting with brands, while 47 per cent said they want some type of free perk.

Unsurprisingly, the study found a strong connection between this demographic and their smartphone devices, with the average 18-36 year old picking up their phone 43 times a day.

The study also found that 70 per cent of Australian millennials use at least two internet devices a day, with 18 per cent using as many as four devices a day.

Facebook is still your safest bet for reaching young consumers, with 61 per cent of Australians using the site to discover new things that interest them.

YouTube also proved to be influential with young Aussies, with 47 per cent of millennials saying they go on the site to discover new content, while news websites were the third most popular at 26 per cent.

In Australia, Facebook is the most popular social networking site, with 12.8 million Australians on the platform, according to Margin Media.

But other platforms are also definitely worth investing in, with sites such as Tumblr, Twitter, Pinterest and LinkedIn having a large following.

So if you’re trying to attract the attention of young consumers, social media is definitely worth including in your content strategy.

Posted by Dylan Brown

Content Marketing Survey May 2014

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