Storytelling tactics: Keep it frank (no sales speak) and lean on real-world scenarios. Gen Xers may be busy juggling careers, children and caretaking of older family members, so brand content must be instantly recognizable and easily digestible: Consider creating snippets and combining audiovisuals to make your message accessible.
A recent Nielsen report shows both men and women of this age group are particularly motivated by TV ads that depict everyday domestic life, so video and streaming are prime channels to target. Since this generation straddles the line between pre- and post-digital worlds, consistency is vital, not only within your brand story but also across the platforms through which you convey it.
Millennials
Born 1981-1996, millennials (aka Generation Y) came of age in a digitally interconnected world. They are highly receptive to narratives that reflect their values of inclusivity, social responsibility and authenticity. Consider the “We Are What We Do” campaign by socially conscious shoe brand Toms.
Millennials don’t necessarily move through life stages traditionally as previous generations have: They purchase fewer homes, start families later and may hold numerous jobs across their careers. Value-based storytelling that aligns with their individual lifestyles, passions and beliefs shows you truly understand them.
User-generated content (UGC), influencer collaborations and interactive elements trend strongly with this group; they can also be drawn to serialized narratives that unfold gradually across platforms, creating a sense of engagement and immersion. For example, brands like Nike, Denny’s and Kohl’s have debuted long-form video content on YouTube that extends each company’s online and mobile presence.
Storytelling tactics: Your brand’s content must be optimized for mobile: Nine out of 10 millennials surf the web while watching TV, digesting an average of 5 hours and 39 minutes of online video per week. You’ll earn high scores with digestible video content and a strong YouTube, Instagram and Facebook presence. Millennials also appreciate two-way dialogue and join the conversation via UGC or by providing feedback. Storytelling is an opportunity to be transparent, personable and give your brand a human face.