OMG: Want to Reach Millennials? You Have to, Like, Speak Their Language
-- Broadcasting & Cable, 3/2/2012 2:22:28 PMA recently released study conducted with a panel of 100 millennials by MTV advises that if marketers take the time to understand the everyday language of their target audience, they can speak to them more effectively.
Fluency in the particular language cues of the current generation, the study says, could serve as a valuable tool for marketers to package relatable messages to a millennial audience in their ad campaigns.
The study also says marketers should draw on what millennial lingo reveals about them, namely:
The MTV study -- titled "What Millennials Are Just Sayin'" -- adds that throughout the 2000s, millennials have ushered in their own vernacular reflective of digital culture and gaming influences. In it, MTV takes a look at the everyday jargon of 18-24 year-olds.
Here are the findings.
Pop culture, movies and television have always had a profound impact on youth slang. Millennial slang draws on all these, plus a rapidly evolving digital landscape and a slew of other sources that include:
In the digital space, millennials use abbreviations liberally. Song lyrics also play a role in how millennials express themselves online.
The words "awesome," "love" and "cool" seem timeless among young people and continue to be go-to favorites. But millennials have also come up with some synonyms for "cool," taking it to another level.
Analyzing millennial slang reveals their desire to be seen as "smart and funny," the theme of reinvention tension, and their tendency toward drama.
Gaga-ism: The quest to be interesting, original and self-reinventing is amplified by an unlimited digital landscape for content discovery and Facebook material.
The Me Show: While teens have always been known for overdramatic tendencies, reality TV, mega-budget films like Avatar and epic games like Halo 3 heighten Millennials' sense of drama. Many believe their drama-filled lives are reality TV-worthy, or at the very least, Facebook worthy.