How to Reach Millennials and Moms with Social Media
Consumer packaged goods (CPG) advertisers in the U.S. will spend $5.97 billion on digital marketing this year, an 18.2% increase over 2015. Most of that (60% of digital spend) will be on mobile devices, which makes perfect sense: according to research company IRI, 76% of CPG shopping trips start online, and many consumers continue researching products and comparing prices on smartphones while in the shopping aisles.
According to comScore, mobile accounts for nearly 2 out of 3 minutes people spend consuming digital media and more than 80% of social media time is spent on mobile devices. So the right way to reach millennials and moms, the primary shoppers for CPG brands, is with social media advertising.
As a company that runs scores of campaigns on every major social media platform, Adaptly has developed some recommendations to assure success with reaching millennials and moms:
Mass CPG brands can reach millennials, a prime demographic growing in purchase power, by refining their targeting and creative. Tapping into celebrity spokespeople and having a presence on the newest, shiniest platform is the best way to reach this group.
Snapchat reaches 41% of 18- to 34-year-olds in the US versus 6% reached by the top 15 TV networks. Deliver brand stories in the app with Snap Ads by leveraging powerful vertical video between users’ Stories to drive impact and awareness. Utilize Snapchat’s new swipe-up attachment capability to direct users to a long-form video or a customized ‘web view,’ or to drive them to download an app.
Moms drive 70-80% of all consumer purchasing. US moms check Facebook about 10 times per day. What’s more, one in four US female Instagram users are mothers, of which 68% use the platform daily. Leverage the two platforms to target specific demographics:
- Key audiences driving purchases – New Moms, Moms of Elementary School Children, Big City Moms, etc.
- Household compositions – Family-based households, New Parents, and so on
- Income levels – $50K+, $75K+, and more
Half of new daily Snapchatters in the U.S. are over 25.
- Reaching moms with quirky, playful Snapchat content will help raise awareness of CPG products.
- Test multiple vertical video options on this platform to see what’s performing most efficiently and shift budget accordingly.
According to Pinterest internal data, more than 50% of all moms are on the platform, with ‘food & drink’ and ‘beauty’ being two of the most popular categories.
- 36% of parents on Twitter use the platform daily.
- Have multiple tweets in the auction at the same time and optimize to the most efficient.
- Whitelist additional handles of mom-fluencers and promote relevant content from their accounts.
- Work with Twitter to cap frequency to control for over-messaging to your audience.
Moms and millennials are often on-the-go, but always have their mobile phones on them. Reach them no matter where they are, at all stages of the purchase funnel, on the social platforms they engage with most.
The original article can be found on Multichannel Merchant.