“What really matters is what you like, not what you are like... Books, records, films - these things matter. Call me shallow but it's the truth.” - John Cusack in "High Fidelity"
What you like on Facebook says a lot about you - it outlines the movies you watch, the books you read, and your favorite activities. This psychographic profile that every Facebook user creates for him/herself provides a data rich opportunity for marketers.
Socialtyze went through our database and pulled a representative sample on what the elusive Millennial (defined here as 25-34 year olds) group has listed as an “Interest” on Facebook.
The Big Picture
More than any other category, Millennials self-identify through music. Nearly a quarter of their interests are singers, bands, or instruments. This is in direct contrast to sports, which occupies only 4.1% of the interests listed (probably explained by the fact that people only have one sports team they really identify with, while music is a much longer list). Activities like “Hanging with friends” were a close second place at 23%.
As if we needed any more confirmation that the written word was dead, reading was ranked 6th out of 9 categories, and was roughly 1% away from being last. TV and TV shows are 4X more popular.
What this means for advertisers is that the best way to reach your fan base is to know what kind of music they listen to - Millennials are quick to build their image based on their playlist. Here's a list of their top music, TV, and movie choices.
What’s On Their IPod?
Millennials love their rap. Their favorite artist is Lil Wayne, with his other rap collegues comprising three of the top six artists. Rihanna follows them as the fourth on the list. With a 26.6% share of the music community they’re 6% ahead of the next strongest category (Pop).
Justin Bieber, who is ranked number one by Klout, vastly underperforms among Millennials at number 5 and is beat by his former girlfriend Selena Gomez. Millennials just don’t seem to be Beliebers.
Rock acts like Red Hot Chili Peppers and Dave Matthews Band boosted rock to an impressive 18.5%, beating out Country by roughly 3%.
The big takeaway is that if you are a brand targeting 25-34 year olds do not be afraid to tie hip hop into your strategy - especially if your target is male.
What’s On Their DVR?
The top ten shows on their DVR were littered with the expected Jersey Shore and The Office, comedies like Sex and the City, Weeds, and How I Met Your Mother, and the completely unexpected Family Feud.
Overall, Dramas dominated the field, fueled by the CBS lineup of CSI shows and a considerable long tail that included premium cable shows like Dexter and the Sopranos.
One surprise from the data was the real affection that Millennials had for the cartoons of their youth (13.8% share). Shows like “Doug” and “Rugrats” performed surprisingly well for shows that have been off the air for more than 15 years.
Leverage their nostalgia in your ads and content to engage Millennials on your page.
What’s In Their Netflix Queue?
At 64MM and 41MM likes on Facebook, it is no surprise that Harry Potter and Twilight occupied the top spots in our rankings. They also inflated the results of the “Fantasy” category to 24%, which still ranked second after “Comedies” overall.
Dirty Dancing was the only movie made before the year 2000 to crack the top ten rankings, while the rest of the movies were made with in the last 10 years. While you can’t put baby in the corner, it seems that the rest of the movies of her generation are underrepresented.
In sum, every marketer needs to know their audience. Millennials are tough to reach, and the more information you have about them the better.
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