So what can you post on your social media channels that will interest Millennials?
Millennials (born 1981-1996)
An important customer base, Millennials comprise 35% of working U.S. adults and are poised to soon replace Gen Xers as the main healthcare decision-makers in their families. A 2019 survey showed that 73% of Millennial respondents prefer to get their medical advice online rather than going in-person to a doctor, and 79% use social media multiple times a day.
This presents a great opportunity for you to showcase your services and products to an active and interested digital audience. Potential Millennial customers might get to know you online through social media before ever stepping foot inside your pharmacy, so you should consider your online presence as an audition for their business.
So what can you post on your social media channels that will interest Millennials? Think about the stage of life they’re in. Millennials with expendable incomes and without dependents might like to travel more, so maybe try posting information about travel vaccines or sunscreen options. Alternatively, they might be considering starting or continuing to grow their families, and would appreciate content related to fertility and pregnancy care. Think about the unique needs of your current Millennial customers when drafting your next social post.
Gen Z (born 1997-2012)
Generation Z represents the single largest U.S. generation alive today, with a whopping $143 billion in spending power, making them valuable customers. Technology is an integral part of their lives, and on average, Gen Zers spend more than 85 hours a month on their phone.
So what do these facts mean for you? If you’re looking to attract Gen Zers to your pharmacy, then social media is the best tool in your toolbox. A recent survey found that Gen Z respondents ranked social media as their number one choice for engaging with brands, and market research shows that 85% of this generation learns about new products through social media.
Gen Zers tend to prefer Instagram and Snapchat over Facebook and Twitter, and are drawn to highly engaging content with imagery and videos. As you develop your social media strategy, don’t be afraid to get creative, and even a little silly, when targeting this audience. Creating and designing engaging content can be daunting, but there are a variety of easy design tools (such as Canva and Panopto) that can help. Remember to keep it short – Gen Z reported only has an attention span of about 8 seconds.
Takeaways
Analyzing social media habits among different generations is less about generalizing age-specific habits and more about understanding where people are in life and what they’re looking for in their social media experience. Creating specific social media communications for each generation, reflecting their stage of life, concerns and needs can allow prospective customers to understand how you offer targeted, personalized services for them – and help you grow your business.
