Vice: Targeting millennials is about opt-in content

High-profile media brand shares how it is creating content for a digital and globally native audience, and why brands need to find a way to tap into value to address these consumers

Marketers targeting millennials must focus on opt-in and value-driven content if they hope to have a shot at appealing to these digitally savvy consumers.

That’s the view of Vice Australia head of content, Alex Light, who spoke at this week’s ad:tech Content Collective conference about how its portfolio of millennial-focused media brands looks to develop content, as well as works with brands on native advertising programs.

Light pointed to JWT Intelligence research, which found 80 per cent of millennials want to work in jobs that have a purpose and align with their passions, not just pay the bills. Six out of 10 also see themselves as global citizens first.

At the same time, thanks to the rise of digital and social interaction, brands have lost a lot of their power with millennials, Light said. He added it’s often what consumers say about a brand to each other that’s more influential than what brands say to consumers.

“These consumers have had hundreds of ads in their face since they were young. As soon as you try and turn content into an ad, the millennials switch off,” he told attendees. “Today, thanks to the Internet, content is an opt-in, not an interruption.”

Related: New report busts myths about millennial generation

Light detailed several examples of how Vice is working in partnership with to brands to deliver content marketing programs tackling this fickle audience. An example is Intel’s Creators Project, a media channel which fuses art and technology and is now in its fifth year.

The program aligns with Intel Labs and initially stemmed out of a global event series designed to celebrate innovation. It has since extended to an online community, daily multimedia content online, a YouTube channel featuring documentaries and art, and an initiative supporting new work. Since launching its YouTube channel in 2012, Light claimed Creators Project had chalked up 230 million video views. The project has also showcased more than 500 artists worldwide.

A key element of Creators Project’s success is that consumers are actively engaged not only in consuming content, but also creating it, Light claimed.

“This is about getting your audience to be your media channel,” he said. “Having credibility of content and depth means it delivers many, many times on the investment.”

Light’s advice for marketers looking to invest in content marketing is to “flip the old world” campaign model on its head, and shift from presenting a product value proposition to focusing on what a potential audience is interested in.

“A lot of marketers want to deliver three product messages in the first 30 seconds,” he said. “You have to create content that inspires your audience.

“The starting point today is what your audience is interested in and their key passion points.”

Light admitted native advertising was a very different style of marketing for most to get their heads around, and said finding the “nirvana” between its content ideas and brands is often a challenging exercise.

“It’s got to be content that captures the sentiment of the brand and that doesn’t need to talk about the product, which is a shift in thinking,” he added.

More from ad:tech Content Collective: AAMI insures social media marketing with real-time content

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in