Most established firms shift their attention away from acquiring new clients and toward cultivating connections with their most loyal clients. What better approach to foster strong bonds than by offering unique experiences and participating in the content that your own clients produce? The largest consumer demographic of our time—millennials—are particularly interested in user-generated content (UGC) content. They represent a crucial strategic segment for brands because they are a demographic approaching their prime spending years and are adept at using social media. The sole issue? This generation is not known for having loyal customers.
- Feelings override material possessions.
72% of Millennials prefer to spend money on experiences over material things and products, according to a JWT Worldwide study. Millennials want (and look for) brands to provide them with emotional value.
74% of millennials find the social aspect of events enjoyable, and 75% go to at least one music festival annually. With these group of people, “FOMO” (fear of missing out) is prevalent. Rewarding shared behaviour and increasing the quantity of soft perks in a loyalty programme are surefire ways for firms to cultivate millennials’ genuine commitment.
- Social money in the form of user-generated content
Since every moment of people’s life is meticulously recorded and shared on social media, storytelling has evolved into story-making, which is a superb strategy for fostering client loyalty. The co-creation of branded content is something that millennials feel a strong need to participate in. They value the opportunity for personalisation and voice sharing.
- Social money in the form of user-generated content
Since every moment of people’s life is meticulously recorded and shared on social media, storytelling has evolved into story-making, which is a superb strategy for fostering client loyalty. The co-creation of branded content is something that millennials feel a strong need to participate in. They value the opportunity for personalisation and voice sharing.
- Social money in the form of user-generated content
Since every moment of people’s life is meticulously recorded and shared on social media, storytelling has evolved into story-making, which is a superb strategy for fostering client loyalty. The co-creation of branded content is something that millennials feel a strong need to participate in. They value the opportunity for personalisation and voice sharing.
3. Branding may energise a customer base
Karl Lagerfeld has developed a strong brand and a following around their legendary designer. They maintain a “World of Karl” curated selection of material where they gather quotations, branded videos, and tales (also known as “Karlisms”) and welcome influencers to join #TEAMKARL. Additionally, they incorporate Instagram content made by their consumers who used the company hashtag. By adding links to the image, they make the clothing featured on World of Karl “shoppable” for customers.
4. Interacting with clients on a daily basis
Björn Borg manages a loyalty programme that embodies his philosophy of leading an active lifestyle. You can take part in weekly and monthly challenges as a TEAM BORG member and earn rewards through the loyalty programme. The brilliant strategy used here by Björn Borg is how it links a common activity (running), which their clients would already engage in, with the brand.
5. UGC is an essential component of contemporary social marketing
Influencers once belonged in the world of celebrities. Now, as long as they have a sizable social media following, anyone can be an influencer. Loyalty programmes are a terrific way to start a conversation, solicit input, and follow through. Brands are still learning how to manage the social marketing approach.
6. UGC from a decade ago: forums are still functional
The Lego brand has been around for a while, and its followers are incredibly engaged. They established the Lego Ambassador Network, a group that encourages brand loyalty—in this case, a love of the product—and rewards fan ingenuity. The opportunity to schedule gatherings with nearby Lego enthusiasts is one of the perks of attaining the designation of Recognized Lego User, which participants can achieve.
- Brand ethics affect consumer choice
Millennials want that brands uphold admirable principles and ethical standards. They make purchases from the brands that most strongly align with their beliefs. Concepts like brand authenticity, transparency, and involvement are crucial in the purchasing decision.
This generation is very interested in brand message that encourages self-discovery, and they are even eager to associate their identity with that specific brand. Millennials typically reject a brand’s marketing outright and instead go deeper to find their own ideals.