2 minutes

Why You Need to Take an Audience First Approach to Millennials

Creating a genuine connection with your audience is more important than ever. For marketers, it is vital to understand what makes their target market tick to create a personalized experience and to get to the heart of consumers. Because of this, marketers can no longer rely on generalized generational data to best connect with their audience.

Millennials are a generational segment that is often subject to sweeping generalizations such as being digital pioneers, having a short attention span and valuing experience more than goods. Being bucketed into such a large group can end up ultimately disconnecting the strategy with the target audience as a whole.

Pew Research Center defines millennials as people born between the years of 1981 and 1996, which places people in many different stages in life. With the technology and research available today, why would you treat an entire population of people, with such a large age range, as a singular person with the homogenous traits?.

We used Affinio to understand people who self-describe themselves as a millennial to demonstrate the variability within the generation.

What we found is a wide array of different interest communities that greatly vary from one to the next.
Let’s compare Tech Entrepreneurs with Late Night TV and Political Satire, for example:

This analysis of the self-described millennial audience is evidence that changing the approach from general demographic data to an interest first strategy is vital to resonate with an audience successfully. Although this audience all used the same word, millennial, to describe themselves, the wide variety of individuals with different interests, values, and lifestyles that surfaced within this report are undeniable. These insights open the door to building a stronger, more effective data-backed strategy for activating the right audience with confidence.


Curious about the other audiences you can uncover with Affinio? Request a demo today.