Millennials or Gen Y refer to people born between 1980 and 2000. True to the nickname ‘Digital Natives,’ they rely heavily on technology and media before they make any important decisions. Consumer behavior keeps changing for each generation and marketing trends have to evolve along with it.
So, if you want to create iGaming content for millennials, you have to understand what type of content works among them and where you should distribute these contents.
Check our video for a quick overview and read on to know more.
What kind of content do millennials consume?
Video content is a short and sweet way to deliver your message to target audiences in just a few minutes or even seconds. Live videos, user-generated video ad campaigns, self-explanatory animated videos are a few of the types that are trending among the GenY market.
User-generated video contents can portray authentic brand stories and powerful messages which can boost the brand awareness and of course, higher revenue in return. A classic example is none other than GoPro which really knows how to make viral video campaigns from submitted video clips of people skiing, scuba diving and jumping off the cliff to something as heartwarming as a firefighter saving the life of a kitten.
In an iGaming context, it would make a lot of sense to produce engaging and action-packed videos related to sports (for sports betting) or VIP experiences (paid by casino wins).
2. Use Micro-Influencers
By now, it’s no secret that influencers have come to play an essential role in digital marketing.
Bloggers, Youtubers and media profiles can make a living of supporting brands on their platforms, and the iGaming industry is no exception. And while influencers undoubtedly can reach audiences across the board, they just might have a particularly strong hold on millennials.
Again, it all comes down to authenticity – a trait that is incredibly important to this generation. Millennial’s unwavering love for authenticity makes it worthwhile for you to consider using “micro-influencers” – meaning you don’t need a big celebrity to endorse your brand. As a matter of fact, you might be better off doing the exact opposite.
3. E-books and How-to Guides
Young people these days love to search up everything they don’t know about on the internet. Offering FREE downloadable step-by-step guides and ebooks through your website is a great way to grab their attention.
It is also useful in capturing leads and collecting email addresses for your business. Visually-compelling design is just icing on the cake for the valuable information you are providing to your millennial customers.
As an iGaming content example, your poker website could issue a poker guide. Your sportsbook site may give general betting tips while your online casino might give advice on how to win the big jackpots.
4. Interactive content
Interactive content, as the name suggested, is a fun and interactive content type which requires users’ active participation. This can be a quiz, a poll, a mini-survey or even a game. In return for the engagement, users receive immediate real-time results of those challenges they voluntarily took part in. You can share this type of content in your blogs, facebook posts, Instagram newsfeed, and even e-newsletters.
Facebook implemented the poll feature way before Instagram did but Instagram’s poll stickers for its news feed went viral right after it was launched. For businesses and brands, it is an ingenious way to make your customers share their opinions and preferences or even provide solutions without even knowing!
Curating iGaming content for millennials is all about personalization and being fun. You just need to know the soft spot!
GenYs are known for having an attention span of 8 seconds which is less than that of a goldfish. As funny it as it may sound, it is a nightmare for marketers. If you want to grab their attention within those few seconds, visualized information is the best way to go.
Infographics are more than just for aesthetics. They are images loaded with valuable information and they restructure complex information to something which can be more easily consumed. Since this type of content can easily be shared among young social media users, infographics increase your web traffic by 12%.
What are the best platforms to reach millennials?
1. Social Media
Different social media channels are used depending on the brand image/voice of the business. However, since your goal is to target the younger crowd, as a business, it is smarter to rely on the statistics of the current trends.
Facebook is the most used social media channel with over 2 billion active users as of Q2’18, and 57% of them are millennials. Claiming the second place in this chart is Instagram with its 800 million monthly active users.
For businesses that create or are planning to create video contents, YouTube is a gold mine with its 1.5 billion monthly active users. Why? Well, according to a survey done by Animoto in 2015, 76% of millennials follow brands on YouTube, and the numbers are just going to get higher than this.
If you prefer a more targeted approach, and have an allocated budget for social media campaigns, paid ads are an excellent way to target different types of audience specifically.
Fresh quality content and regular blog posts are timeless strategies for SEO ranking, but you have to spice it up if you want to attract younger audiences to your websites.
Gone are the days when articles were just blocks of text. You have to make them immersed in your articles, and a good way to do so is to entertain them with infographics of the online gambling industry, GIFs for a splash of humor, and engaging videos just like we have discussed before. That’s how you create captivating iGaming content for millennials!
The longer they stay on your page, the better impression you will make on Google too!
There was a time when email marketing was really popular, and it is actually one of the first internet marketing tools out there. Before anyone could have their own blogs or social media pages to reach a target audience, email marketing was the life savior.
But don’t get me wrong. Email marketing is not dead yet, and in fact, 73% of millennials prefer to receive emails as a primary communication method from a business. It is also a good way to deliver your fresh content and the most recent promotions right into their inboxes.
Of course, quality content and professional look are vital. 68% of the consumers aged between 19 and 34 said they delete ugly email from their mobile phones. You don’t want your emails to look like those spams from a billionaire prince, or shady online casinos telling you that you have hit the jackpot.
Writer and comedian James Veitch even joked about how he exchanged emails with one of the email spammers for months in his TED talk “This is what happens when you reply to spam email.”
Before we conclude, don’t forget that mobile devices are the best way to reach millennials. All of your iGaming content targeted for millennials should be optimized for multiple devices regardless of the type of content and channels you will use for content distribution.
In summary, visual content is dominating the digital marketing scene, and it is the best way to promote your business to the millennials. If you want to capture the attention and heart of such a fast-paced generation, create visually-appealing content that is packed with high-quality information.
How did you like May Thawdar Oo’s blog post? Let us know in the comments if you have anything to add, have another content idea for iGaming blog posts, or just want to say “hello.” 🙂