As TikTok continues to dominate the beauty scene, we’ve seen brands focussing their marketing power on Gen Z, but are they missing a trick? With millennial beauty consumers having a combined spending power of $13 trillion, brands need to capture their interest, and quick. Every generation has their own way of scouring the category.
From brand and channel preferences to different product needs, generations have different nuances in their searching habits; millennials are no different.
Embrace the millennial
Unlike the younger Gen Z, who are more likely to use TikTok, or older generations, loyal to Google, millennials straddle the middle ground.
With more than 40 percent of millennials searching across five platforms, including Google, YouTube, Instagram, Facebook and TikTok, per Greenpark data, millennials are like no other generation when it comes to their activeness across a variety of digital platforms.
It’s this multifaceted search behavior that underpins why beauty brands can’t focus on a single platform. To connect meaningfully, brands must craft tailored strategies across multiple platforms, leveraging each one’s unique strength – searchability on Google, visual storytelling on Instagram and dynamic engagement on TikTok.
Data shows us that millennial beauty consumers are a multi-platform generation as likely to visit Google as any other channel. So how can brand engage with this generation, and why should they?
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