Characteristics of the target group of influencer marketing: millennials

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Studies on media consumption trends show that millennials use social media even more than Gen Z, at 90.4%. As a result, they spend 2 hours and 44 minutes per day online. This is important information for marketers, as the data shows where millennials are best targeted: on social media.

The most popular social platforms among millennials (25-40 years old)

Facebook 78%
YouTube 77%
Instagram 63%
Twitter 48%
Snapchat (30%) and especially TikTok (16%) are less popular among millennials, as these social networks appeal primarily to Gen Zers. Also, read everything you need to know about influencer marketing and Gen Z on the Kolsquare blog .

Interests, attitudes and motivations vary greatly among millennials , as they are by no means a homogeneous group. This is mainly due to age differences, with 25-year-olds pursuing different goals than 40-year-olds. The former are more likely to focus on education and career and tend to live as singles, while the latter may already have a family, a house and a steady job.

However, millennials do have one thing in common: they tend to emphasize a set of values, which is reflected in their purchasing behavior . As a result, when millennials search for products and services online, they look for brands that are transparent and emphasize a sense of community. Additionally, many of this generation are engaged with political, social, and ecological issues .


Graphic by Cure Media

With this idealistic conviction, millennials are often willing to pay more for products and services if they support green initiatives or have local roots, as Nielsen research shows . However, compared to Gen Z, who are also interested in climate and environmental issues , millennials in 2022 already have their own money and are happy to invest it in brands with the right CSR.

Influencer Marketing for Millennials
The main themes for millennials, as mentioned above, are sustainability and social responsibility . An incentive to buy a product or use a service is the desire to spend money on something they feel good about or that solves a problem.


Working with brand ambassadors to reach millennials
The first tip may not surprise you because the core of influencer marketing is choosing the right KOL for the campaign. Since millennials are your target audience, you shouldn’t choose Gen Z influencers for your strategy. You need online personalities that your target audience trusts and believes in. User-generated content is particularly successful, with 84% of millennials saying that viewing it influences their purchasing decisions. This behavior is deeply ingrained, as a study by Edelman shows : it’s quite natural for us to believe “normal” people more than companies.

Brand ambassadors are a great way to reach millennials, as they are true fans of your brand and can communicate your brand values ​​more authentically . As mentioned, millennials only buy from brands that don’t put profit above all else. For example, 37% are willing to buy more expensive products if they support a good cause.

Learn three ways to turn influencers into ambassadors for your brand!

Take advantage of social commerce on social platforms
Social media platforms like Instagram, Facebook, TikTok, etc. are focusing o partners email database n expanding and improving their integrated social commerce offering in 2022. You and your brand should take advantage of this as millennials are good and happy to shop online.


GWI Chart

Live shopping events are one of the many different and creative ways to get millennials to buy directly from your social media accounts . As Social Media Today predicts, social commerce will only increase in the coming years, so investments in this direction are worthwhile.

Combine commerce and entertainment in your influencer marketing strategy for millennials
76% of millennials prefer to spend their money on experiences rather than material things, while 59% of baby boomers consider ownership to be happiness. Thus, the buzzword “ entertainmentmerce ” can be used to sum up the fusion of entertainment and e-commerce. GWI data shows that 36% also want to find fun and entertaining content on social media. Consequently, you need to take into account the “ entertainment value ” of your campaign.