Positive experiences create a sense of comfort and security for everyone, and marketing strategies that tap into cherished memories work exceptionally well with millennials [S].
As the service and high-paying technology industries continue to grow rapidly, millennials face increasing pressure to constantly learn and adapt to avoid being replaced by younger workers. In fact, the highest level of anxiety for millennial workers tend to occur around the age of 32-33 [S].
By leveraging nostalgia, brands can connect with millennials on a deeper emotional level compared to other generations. Taking a stroll down memory lane offers a brief respite from the constant stress, provides opportunities to reflect on personal growth, and fosters a heightened self-awareness. Ultimately, this reshapes millennials’ attitudes toward an uncertain future, forging a stronger link between past and present.
With another trip around the sun completed, it’s that time for us to take a peek into the future and share what we think the new trends for the coming year will be.
1. The marketer’s AI social media companion
In 2024, the use of AI in social media is transitioning from a mere buzz to a practical reality. With the exponential growth in social media interactions and content creation, marketers face the challenge of handling vast amounts of data.
It’s important to prioritize. Setting and tracking too many KPIs will overwhelm you with data and cause confusion.
It’s difficult to set an fixed number of how many KPIs a business, a team or one employee should have in any given industry. Company structure is unique, but according to general practice and professional advice, having between two to four KPIs per goal is recommended [S] .
How to Set up Your Social Media KPIs Correctly?
1. Make sure KPIs are connected to your goals
A sports brand that entered China three years ago wished to improve brand awareness, and it set “reads” on social as its core KPI at first.
“The potential problem is that we were trying to find local fans for our brand, not just reads per content. It’d be easy to hit the KPI, had we just chosen all topics to be what audiences are interested in but not tightly connected to our brand, while the latter is an equally important metric. As we were trying to find a balance, the KPI at the time lost its purpose.” —— manager of the brand’s social media team
