Millennials are connecting with brands completely differently than any other generation. They, and others who have adopted Millennials behaviors, are your audience.
But 84% of Millennials do not trust traditional advertising. Eye-opening stats for any brand. "Yawn. Alright cool, but why microsites," you say.
STATS DON'T LIE:
- Only 1% of Millennials believe that a compelling advertisement would make them trust a brand more
- 84% of Millennials state that user generated content on company websites influences their buying decision
- 95% of US Millennials in the US think friends are the most credible source of product information
- US Millennials prefer social content sharing
- 48% of Millennials state word-of-mouth influences their product purchases
- 42% of Millennials are interested in helping brands develop products and services￼
Done correctly, microsites don't have distractions that exist on the main site, enabling visitors to focus on the content, where they find real conversations and actively engage in calls to action. Microsite experiences elevate branding, provide a clear, trusted reason for repeat visits, increase the online footprint and are often a preferred part of the Millennial buyer’s journey.
Focus on trust. To overcome trust issues and improve brand communications, microsites are a beautiful place where brands can host two-way conversations and curate brand and user generated content from social media or anywhere else. ￼￼Trust is found in conversations. Trust is found in peer-to-peer discussions. Trust is found where audiences discover authentic stories of people who reflect their experiences and stories. In building a mircosite, brands are building communities for their customers to explore, learn more and develop affinity for a brand.
Sephora, one of our clients, has done a beautiful job of creating such an experience with their Beauty Board. Beauty Board works as an experience that aggregates and curates social media content and direct submissions from users through the interface. Here, the Millennial audience can see what works for others, what others have to say, which products are popular, and tell their own stories as well. It is a perfect example of how a great brand can build trust and community--THE foundational elements to engage Millennials.
Microsites also create a playground for consumers to explore and get a sense of the deeper meaning of the brand and it's personality. McDonald's has put a lot of hard work into appealing to Millennials in response to increasingly negative awareness around their brand. They've set up numerous microsites that target different ethnicities, cultures and consumers of all types in the buying journey. McDonald's delivers curated content to reshape brand image.
If building greater rapport with Millenials is important to you, consider a microsite to generate conversation and build trust. It's a lot easier than you think. For more insights and direction, reach out to me directly at firstname.lastname@example.org.