For those of you who are still trying to figure out how to tackle millennial generation, lets first understand the difference between millennial and digital darlings. Millennial refers to those who were born around the early 1980s to the mid-1990s. So everyone who is a teenager or considered “young” is not a millennial.
The time has come for the recognition of Generation Z as a truly distinct generation from Millennial. Early Gen Z is now reaching 21 years. So it goes without mention that you need to understand and start marketing to digital darlings.
The key defining characteristics of digital darlings from millennial are:
Who are they?
As young as they are, they have already seen so many technologies become obsolete. For this reason, they have become the ultimate “self-educators”, learning how to use new stuff via self-help videos on YouTube.
They are known to live in FOMO (fear of missing out) that they can’t stand to be out of the loop of something exiting as it comes out. For this reason, they spend a large amount of time on various trending platforms. Which social media plat form are they on? Well it’s snapchat and beyond.
According to recent stats 61% of Snapchat users are digital darlings compared to 34% millennial. According to a recent study, 72% wants to run their own startup as opposed to being employed. They want to succeed and achieve, with 76 per cent aiming to make their hobby their job. However they want to change the world and love the idea of volunteer work.
Do they matter right now for your digital strategy?
In my opinion, they are realists, and are highly opinionated. Your brand must grow with them. You won’t be able to parachute in to their consuming behavior when they are the right age for your brand. Start creating digital content that address what matters to them. Interlace with their journey from now on.