It’s a shocking statement that even the supposed best Internet marketing companyin the industry today would gasp at.
But it is a fact, according to a BizReport article which reveals that a recent research showed how a millenial’s “Like” on Facebook is not tantamount to brand loyalty. If anything, a “Like” is just the beginning of an online relationship. The same research showed that 69% of those who “Liked” a Facebook page “rarely or never” returned. Only 1% visited a brand page daily, 14% weekly and 15% monthly.
According to Dr Tina McCorkindale who is an assistant professor of communications at Appalachian State University, millenials are best kept in an online relationship through “a delicate balance of rewards, information and samples.” Even incentives, when overdone, can overwhelm the fickle millennial and prompt him to exit.
The BizReport article further noted that 42% have left a Facebook group or fan page—a figure that continues to be a challenge for many social media agenciesand even for those who claim to be the best Internet marketing company today.
Here are other key figures to ponder:
– 86% visit Facebook everyday
– Millennials use Facebook to “Stalk, creep, check, browse” other people’s profiles.
– Millennials are constantly updating their statuses and timelines, playing games and keeping in touch with family and friends.
– 75% of millennials “Like” organizations, 45% “Like” products, and 48% accept friend requests from organizations
– 2/3 of millennials discovered a Facebook group via suggestions from friends
– Only 22% actively searched for a group
Of course, this does not mean that less effort should be exerted when targeting millenials. On the contrary, it poses a challenge to online retailers and their marketers to come up with clever ways to capture this market.
And it also necessitates more in-depth research to further analyze the level of brand involvement for different kinds of millenials.