MIT Sloan Management Review Article on The Right Way to Market to Millennials

Companies are making strides in reaching millennials via “nano-marketing” tactics that use social media micro-influencers as brand ambassadors.

At 80 million strong, millennials are the largest demographic segment in the United States. Having grown up using social media, these young consumers are more than just “digital natives” — and as social media has evolved, millennials’ tendency to filter out the heavier information content in verbal posts, preferring instead photos and mini-videos that are visually appealing and can be processed quickly, has fueled a tremendous surge in the popularity of visual platforms such as Instagram, Snapchat, Pinterest, and YouTube, among others.