They are the pupils of the market, strict followers of social media, individuals born between 1980 and 1990. In other words, they’re the Y Generation that we often hear in researches and news.
One of the biggest features that distinguish generation Y from the other generations is that it is not as far away from technology as the X generation and it is not born into technology like the Z generation. Let me clarify it properly;
While someone from the X generation does not trust online shopping and prefers to shop at stores, Y likes shopping online, completing the shopping process by conducting research. Since the Z generation does not yet have the economic power to shop, I will keep them out of this sample.
Since we're discussing social media and the Y generation, it is important to mention some of the features that I think will be useful for you.
Their basic communication tools are internet and mobile platforms
This generation is defined as individualistic.
They are open to knowledge, they gladly put all kinds of information into their memory.
They’re strict followers of trends.
The very basic answer is that we are living in a digital world that encourages us to spend money. Also, they like consumption.
Although the purchasing power of Generation Y is still limited, they’re good at convincing their families to purchase items. We all consult them before actually buying some products.
The best way to successful market on social media is to get to know the target audience well. However, after determining the right audience, we can create a strategy and add value to the brand.
Social media is undoubtedly the fastest way to reach them because they spend most of their days online and on mobile platforms.
So how can we capture this generation? Considering that the generation Y is a swift and fast-breaking generation, we need to pay attention to the fact that our brand is dynamic on social media.
Continuing to keep track of something they love for months means losing them.
They stick to the brands they like on all social media channels. The way to the heart of the Y Generation is through plenty of campaigns and gifts.
The rate of liking brands' pages is 40% on Facebook, while Twitter‘s brand followers' rate is 18%. While the average number of popular brands on Facebook is 18, one in every 2 users likes the pages of at least 7 brands.
6 out of 10 young people who like these brands prefer to follow their brand shares quietly, while 33% of the users engage through comments;
26% of the users are only reading brand messages. The majority of young people who follow brands on social media prefer to follow the brand to get information about the brand and to support it, while only 8% say they like brand pages for promotions.
Two out of three brands that the Y Generation is most likely to follow are sportswear and electronic brands. 60% of this generation will pay extra money for time-saving products, while 62% say it is worth paying more money if the product is original.