August 25, 2022
Millennial Influencers: Are They Still Alive?
As the first generation raised online, millennials set the stage for digital commerce as we know it today. And while they might not be as flush with cash as the baby boomers or as trendy as Gen Z, they’ve quietly grown up, started families, and taken over the workforce…
… Someone should probably check on them.
But social media users who have kept their finger on the millennial pulse know they’re alive and well. And as the world’s first generation of social media content creators, millennial influencers are a seasoned group of content creators who have spent years nurturing engaged communities.
What defines a millennial?
Most agree that a millennial must be born between 1981 and 1996, but the exact age range slightly varies.
What do millennials value?
With some in their mid-20s and others entering their 40s, millennials represent one of the most diverse generations when it comes to interests, priorities, and economic status. That said, there are several values that they nearly all share.
Transparency
Millennials want to hear from real people with real opinions, not institutions pushing a narrative. When it comes to marketing, millennials prefer to take advice from someone who actually uses the product and believes in its benefits.
“The millennial consumer thinks about transparency and credibility as more top-of-mind brand values than others. Some millennial consumers care about formal authority sources, but many are skeptical as they are aware that some brands pay for those formal authority sources.”
— Katie Spies, founder and CEO at Maev
Durable, long-lasting products
Buyers worldwide are beginning to prioritize purchasing longer-lasting products, and millennials are leading the charge. As a result, 63% of millennial consumers say they purchased a well-made, luxury item in 2021 compared to 46% of Gen X and 18% of baby boomers.
Sustainability
Millennials pay more attention to sustainability than any other generation. Roughly 50% of millennials say sustainable practices are a must, followed by Gen Z at 38%.
Millennial online trends to watch out for
Social video over streaming video
Social video isn’t close to challenging streaming services for viewers yet, but that could soon change. According to Deloitte’s March 2022 Digital Media Trends survey, 60% of millennials spend more time with user-generated video than streaming services—more than any other generation. Gen Z is next at 47%, followed by Gen X at 45%.
Facebook exodus
Facebook usage is declining across the board. In fact, the only group seeing meaningful growth on the platform is seniors, who expect to add about 1 million new users by the end of the year.
Alternatively, experts predict about 1 million Facebook users between the ages of 24 and 35 will leave the platform by the end of 2022. And those who stay won’t be nearly as active as they were in the past.
Less time on social media overall
Millennials are the most likely to claim they’ve started spending less time using social media. As they work to scale back their scrolling, creators must find new ways to capture their attention and provide value.
How to create content for millennials
Consider a mix of social media channels.
According to a report from GWI, millennials regularly use about nine different social media channels. Although Instagram and TikTok lead the charge for social commerce, creators should consider expanding their reach to trending platforms like LinkedIn and Pinterest to diversify their mix.
However, don’t spread yourself too thin. It’s best to pick 1-3 platforms to do really well on instead of getting lackluster results on 4+ channels.
Create video content.
Nothing captures the attention of millennials on social media like video content. Video can be super engaging, and switching up the content in your videos will keep people interested. But also be sure to keep them short and sweet—millennials are busy, after all.
Hop on trends.
Let’s face it: Millennials love a good trend, whether it’s skinny jeans, dalgona coffee, or participating in the cinnamon challenge. In fact, 56% of millennials have cooked a meal after seeing it trending on social media. So if you’re hoping to catch the eye (and the hearts) of millennials, don’t be afraid to use the latest TikTok sound or AR filter.
Be authentic.
Millennials value authenticity, and they love creators who don’t put up a front. While it may sound cliche, just be yourself.
How millennials view influencer marketing
Millennials generally aren’t fans of ads—unless they come from their favorite content creators. In fact, nearly 60% say they’re fine with seeing advertisements from influencers they trust when it comes to product recommendations.
Overall, millennials’ attitudes toward influencers are overwhelmingly positive. Roughly 53% say influencers regularly expose them to new and interesting products, while 40% say influencers make them more likely to buy a product. Just 14% of millennials say they don’t interact with influencers at all.
5 millennial content creators to inspire your influencer marketing efforts
Kathryn Kellogg is the founder of Going Zero Waste—a lifestyle website that teaches people to live a healthier and more sustainable lifestyle. She is also the National Geographic spokesperson for plastic-free living, the chief sustainability officer at One Movement, and the author of 101 Ways to Go Zero Waste—a book that breaks sustainable living down into an easy, step-by-step process.
You can get more lifestyle and sustainability tips from Kathryn on Facebook, Pinterest, Twitter, and YouTube.
Dr. Kendi is a historian and leading antiracist scholar. He is a National Book Award-winning and New York Times bestselling author, a contributor to The Atlantic, and a CBS News racial justice contributor.
Dr. Kendi teaches his followers how to nurture a more inclusive environment for all. He believes that the journey starts from birth and has written multiple children’s books to help guide the younger generation, as well as parenting books like How to Raise an Antiracist.
You can find more from Dr. Kendi on Facebook and Twitter.
@mommacusses No such thing as badwords. Only bad intentions. #mommacusses #momlife #intentionalparenting #responsiveparenting #tiktoktaughtme #tiktokpartner ♬ original sound – Momma Cusses
Gwenna Laithland, better known online as “Momma Cusses,” started her channel in 2020 in hopes of normalizing what she calls “modern motherhood” and building a space where moms can connect and feel like a part of a community.
Gwenna keeps her content light and funny with a dash of education. But as a self-proclaimed parenting “unexpert,” she reminds her followers, “there is no such thing as parenting experts—just people with good ideas that may or may not work for you.”
You can also find Momma Cusses on Twitter and Instagram.
CinnamonToastKen’s content is as wholesome as it is hilarious. The dad, gamer, and good-natured goofball first started posting videos to YouTube in 2011 and has been creating content ever since. If you’re into memes, life hacks, video games, dad jokes, or all of the above, Ken’s channel is the place for you.
You can get more of Ken’s antics on Twitter, Instagram, and TikTok.
As an actress, Jameela Jamil is known for her work on the hit comedy series The Good Place. But she’s just as well known among the activism community for her work to create a safe and radically inclusive space on social media.
Jameela’s I Weigh community introduces followers to new voices, artists, activists, and movements to create a space where people can help change the world together.
You can find more from Jameela and the I Weigh community on TikTok, YouTube, and the I Weigh podcast.
Conclusion: Millennial influencers are here to stay.
Millennial creators, as it turns out, are doing just fine. And if you’re ready to join them, just remember: Be authentic, use the latest trends, and when in doubt, talk about how great it was to be a 90s kid. Because it truly was.