So, let’s start with a quick definition. Millennials are people born between 1981 and 1996, and they represent a significant portion of the consumer market in the UK. It’s quite a broad demographic that encompasses a wide variety of smaller ones, but they all tend to share key preferences and behaviours that you’ll need to account for if you want to make them your target audience. For starters, it’s a demographic renowned for its digital savviness and short attention spans, which can present a considerable challenge. But not an insurmountable one!
Now, with all of our decades of history behind us here at Scanlite, we’ve got no shortage of experience in helping customers just like you to get the best out of their digital signage – so you can connect on a deeper level with millennials, and achieve your commercial goals.
So, here’s what you need to bear in mind!
Understanding millennial preferences
One of the most important things to remember about millennials is that they are first and foremost ‘digital natives’ – in other words, people who have grown up in the internet age. That means, for example, they’re highly active on social media, and tend to value authenticity, sustainability, and personalisation in their interactions with brands.
What’s more, they are more likely to support companies that align with their ethical and environmental values. They also appreciate personalised experiences tailored to their individual needs and preferences.
All that can provide a valuable blueprint to help you lay the foundations of your campaigns, and how you can use LED screens to effectively deliver them. So those are the general elements covered – let’s get a little more specific.
The unrivalled visual impact of LED screens
Visual content plays a pivotal role in capturing the attention of millennials, and that’s where LED screens can be so helpful – they offer a dynamic and eye-catching medium that can be crucial in forming those first, all-important connections. Whether you’re showcasing your products, promoting services, or raising awareness for a cause or event, LED screens can provide a highly versatile way to convey messages effectively in various settings, such as retail environments, outdoor spaces, and events.
It’s also worth noting that you can maximise the impact of your digital signage with a decent understanding of colour theory!
Building brand awareness
Authenticity is absolutely paramount to millennials when they’re making decisions on which brands to engage with. LED screens can be particularly useful in that regard, providing excellent opportunities for your brand to showcase their authenticity by sharing real-time updates, behind-the-scenes glimpses, and user-generated content. By transparently communicating their brand values and mission through LED screens, you can build trust and credibility with millennial consumers.
If you need a few more detailed tips, it’s worth taking a look at our dedicated post on how to use digital signage to build brand awareness!
Driving social media engagement
Millennials are avid users of social media platforms, from Facebook and Twitter (or if you prefer, X) all the way up to Twitch and TikTok. These are the places where millennials often they seek inspiration, connect with peers, and discover new trends.
Savvy use of LED screens can help you tap into that, for example by offering you an avenue for brands to generate user-generated content and encourage social media engagement. Incorporating branded hashtags and interactive elements into LED screen campaigns can be another brilliant way to amplify your reach and foster user participation.
If you’re stuck for ideas on how to get started, a social media wall can be a highly beneficial jumping off-point – and again, we’ve got an entire post that explains why!
The golden rule – don’t underestimate your audience
Internet culture tends to be a major sticking point for a lot of marketers and brands, and it’s been the factor for more than one disastrous end to a campaign. It’s crucial to ensure that you’re always (literally) speaking the same language as your audience. Misusing or misquoting cultural touchstones (or using them in the wrong context) can be far, far worse than not using them at all.
Creative Bloq have detailed a couple of major examples of this kind of blunder – they don’t involve LED screens or similar digital displays, but the lessons are the same. Sony’s street art, for example, was quickly labelled “advertising directed at your counterculture”, which is pretty much the exact opposite of how you want your marketing campaign to go. It just goes to show the importance of proper market research – and careful judgement!
Thankfully, there’s no shortage of techniques you can use to connect with millennial demographics – and as we’ve covered, digital displays are without question one of the most useful mediums. Whatever your plans, if you ever need any guidance or a word or two of expert advice, that’s exactly where we can help. Here at Scanlite, we know our digital displays inside out, including the many ways in which they can be used to achieve your goals as a business. Find out more about how we can help your business by giving us a call today on 01253 302723, or email us at sales@scanlite.co.uk. We’re always happy to help!
