Consuming Media: Millennials vs. Baby Boomers

The ultimate goal of a #PRpro is securing stellar media coverage for our clients; however, that coverage can be less impactful if it’s not reaching the targeted audience. In a world increasingly influenced by technology, it’s important to remain knowledgable about how audiences are consuming media and staying informed.

 

We’re taking a closer look at how millennials and baby boomers consume media differently. Learn how it affects our strategies for telling our clients’ stories to the most influential audiences.

 

Baby Boomers

Baby Boomers, born between 1946-1964 and know sticking to their roots, are surprisingly open to new formats. In fact, research shows TV hold the top spot for Baby Boomers. More specifically, 51 percent of those older than 55 are found to rely on traditional news sources, including broadcast media.

 

While Baby Boomers are adopting social media sites like Facebook more and more, they are more likely to go straight to the source. They visit news outlets directly to stay informed, spending 20 plus hours a week consuming online content. If that doesn’t say how tied Baby Boomers are to traditional media, then knowing 92 percent of them continue to listen to the radio for news updates just may convince you.

 

So, if a client is trying to reach the highly respected Baby Boomer crowd, it’s evident that traditional media is the way to go. Leveraging local broadcast media can prove highly successful, especially in the early hours as the masses consume the news of the day before heading out to work. Don’t let the word traditional stray you away from online hits though, as an online article can garner thousands of eyes as the Boomers browse news sites throughout the week.

 

Millennials

Millennials, born between 1982-2002, are changing the way younger generations stay informed. Studies show millennials rely heavily on trending articles and major headlines on platforms like Facebook, Instagram, Snapchat, and Twitter. According to Business Insider, 64 percent of people ages 18-24 say digital outlets such as online news sources and social media serve as their main source of news.

 

As for traditional media, only 24 percent of millennials ages 18-24 and 29 percent of millennials ages 25-34 turn to broadcast television to get their news. Only 5 percent of those are turning to radio and print to stay informed. Instead, millennials are utilizing local and national news sites to dive deeper into major headlines found on social media sites. In comparison to Baby Boomers, millennials are twice as likely to opt in to retrieving information from social media and word of mouth than traditional news sources (cue the group text gossip).

 

That being said, when working with clients targeting younger generations, we often gear our strategic execution toward securing media opportunities that will surface across social media platforms. While traditional outlets still garner high viewership, online hits support the research and prove to produce valuable results for client coverage. It’s important to look at online mentions when securing opportunities, in addition to utilizing social channels to increase exposure by posting client-oriented coverage.

 

The way each generation consumes news is constantly changes, dictating how we approach our strategies in the public relations industry. As the latest-and-greatest tech updates continue to revolutionize our world, it’s crucial that we do our due diligence and capitalize on the appropriate opportunities that will effectively produce results for our clients.

 

Interested in reaching these audiences online? Request a consultation with us today!

 

What is Public Relations? [Part 2]

Often times when people think of public relations, they think of high-class parties and frivolous networking –  as if we all are living the life of Samantha Jones, but as my colleague Vanessa Staublin demonstrated in part one of this series, public relations is much more than meets the eye.

 

After just a year in the public relations industry, I have contributed to numerous strategic campaigns all entailing services as unique as the clients they are designed for. From event planning to content creation, media relations to graphic design, the public relations industry is ever-changing and so is my job as a #PRpro.

 

Executing social media campaigns.

Whether you’re a millennial or not, maintaining a social media presence is crucial in today’s world.  And though it may be daunting, don’t fret! At Dittoe PR, we eliminate the headache by crafting and executing social media campaigns tailored to each clients seeking exposure in the social world. From Facebook, Instagram and LinkedIn, to Twitter, Snapchat, YouTube, Pinterest and more, it is important to take every platform into consideration and pinpoint which one will best support the messaging and motives of our clients.

 

We don’t stop there though; our entire staff of PR pros consistently contributes to our agency’s social platforms. While we often post client-oriented coverage to increase exposure, we also feature creative content that gives our followers a taste of our funky-fresh office and provide a behind-the-scenes look into the world of public relations.

 

Designing client content.

If Instagram has taught us anything, it is that presentation matters. Here at Dittoe PR, we get giddy at the opportunity to ‘wow’ our clients by creating content that is both effective and visually appealing. Whether it is monthly reports, case studies, or Snapchat filters, we pride ourselves on crafting quality copy that not only aligns with our clients’ messaging, but our agency’s as well.

 

Communicating visually is just as important in PR when strategically working to reach audiences and produce results. When properly designed, graphic elements can even establish professional credibility and engage audiences on a deeper level. Utilizing graphic design sets our agency apart from the rest and serves as a major asset for our client services.

 

If you’re company is looking to secure more media coverage or is in dire need of a social media revamp, we’re just a click away from executing the right strategic plan based on your company’s unique needs.

Instagram Story Tips for Building Your Brand

With more than 83 percent of users worldwide unhappy with the new platform update, Snapchat’s usage could see a big decline in the coming months. Instagram has been making changes too, and – aside from the lack of a chronological timeline – users seem to be pleased with the updates. New Instagram Story features include various font styles, new stickers and gifs, highlights, and more, all of which have users sharing content now more than ever.

 

In 2017, Facebook announced that Instagram Stories surpassed its competition, gaining more than 250 million daily active users in its first year. And with 100 million more people using Instagram Stories than Snapchat, it’s no surprise that businesses are starting to take advantage of this widely used feature.

 

By allowing users to share photos and videos separate from the main Instagram feed, Instagram Stories provide an additional way to share exclusive content that lasts for only 24 hours before disappearing. With an Instagram business profile, marketers can track impressions, followers, and engagements, as well as manage promotions. The Instagram Story feature allows marketers to track the number of views, the number of people who exited (swiped away from) your story, and the number of people who re-watched (tap-back) or skipped ahead (tap-forward).

 

Below are a few tips for using Instagram Stories to build your brand:

 

Give exclusive access and deals.

Because Instagram Stories only last for 24 hours, it’s the perfect way to deliver exclusive offers to your followers. Business can either (a) post a special offer/discount code directly to the Instagram Story or (b) refer viewers to the link in your Instagram bio, containing a direct link to a landing page for the special offer. By creating a sense of urgency, followers will be more likely to pay attention and engage as a result.

 

Provide a look behind the curtain.

Your followers continue to follow you for a reason, most likely because they’re interested in what you’re doing or offering. By sharing the creative process or giving a look behind the well-edited curtain, brands can give followers a peek at what goes on behind the scenes through content on their Instagram Story.

 

Let influencers take the reign.

By partnering with influencers that connect with your audience to conduct Instagram Story takeovers, brands can offer different perspectives for their followers. Hosting regular guest segments can provide both a variety and consistency of content for your followers to connect with. By promoting the takeover on the guests’ profile, brands can gain additional engagement and brand recognition from the influencers’ followers as well.

 

Collect feedback and increase engagement.

Aside from asking followers to ‘comment below’ to get their opinions, brands can take advantage of the Instagram Story feature that allows businesses to solicit additional engagement in the form of a two-answer poll. Post a question to your followers and they can simply select one of two responses, all of which are tracked in the Instagram Story metrics. Brands can also open their inbox to followers by asking them to ‘direct message’ (DM) them with responses, ideas, and more.

 

Tag your location.

By using the geolocation feature via Instagram Story, brands can tag and share their location for additional engagement. Instagram auto-populates locations near you or your business for simplified use, but brands can create a new geolocation tag using Facebook. From popping up on the Instagram ‘Explore’ page and finding local influencers to locating new followers and seeing who’s tagging you, the geolocation feature allows brands an alternate avenue to connect directly with other Instagram users.

 

Link to additional content.

For brands with verified accounts with more than 10,000 followers, adding a URL to the Instagram Story is a great way to link to additional content online. This feature can be used for promoting a new blog post, linking directly to a sale, or directing traffic to a partnered site. Brands who aren’t verified, or who have less than 10,000 followers, can still gain web traffic through Instagram by using their Instagram Story to direct followers to the link in their bio.

 

Need help creating content, increasing engagement, or generating brand awareness via social media? Request a consultation with us today!

 

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