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How Lifestyle Publishers Can Reach and Engage Millennials

Welcome back to the third and final installation of our millennial marketing series. So far, we’ve seen how Converse keeps their millennial messaging edgy. And how Coca-Cola’s focus on sustainability and personalization has consistently made them a top choice for Gen Y.

Now, let’s explore how a leading digital lifestyle publisher—Thrillist—stays relevant to their massive millennial readership by emphasizing the following:

  1. Authenticity across the board. From headlines to tweets, their cheeky, honest, friendly and “trust-me-on-this” voice is evident across all of their content and social channels. And it works.
  2. Fan love. Readers can contribute content, add commentary to articles and images, share photos on social, get featured with hashtags … and more. In short, the reader is integral to the Thrillist brand.
  3. A website that’s focused on imagery. No easy feat when your livelihood is the written word! Photos range from aesthetically pleasing products, to drool-worthy food, to wish-I-were-there landscapes. Variety is highly evident.

Let’s dig into each of these best practices here to explore how lifestyle publishers can reach and engage millennials.

1. An Authentic Approach to Storytelling

Thrillist started out as a male-centric email newsletter service in New York, bringing the best bar and restaurant openings to its readers every day. After opening up shop in several other cities, including LA, Chicago and San Francisco, the digital publisher expanded its messaging to incorporate tips about travel, health, cars, tech and entertainment. Essentially, the site has grown into a trusted source for its primarily male readership, who check back on the reg for advice on products, places and meals that make you say “#forkyeah.”

So, how does Thrillist build trust and achieve the ever-elusive sense of “authenticity” when speaking to their audience?

It’s simple. By promoting products, locations and services that truly appeal to its readers – without ever compromising the voice of the brand.

Here is a great example. Thrillist paired up with Belvedere Vodka to produce this article24 Places You Might Run Into James Bond in America—celebrating the release of the Bond movie Spectre. In it, Thrillist highlights two dozen unique bars around the country where, naturally, Bond is likely to imbibe.

Thrillist Article

While the article is sponsored by the Belvedere brand, it never lacks for honesty. Food and drink recommendations are plentiful—so you know what to order at each locale—as are fun facts like how to stake out the best spot at the bar. Dimly lit photos—no stock images are included!—tie the piece together, giving readers the sense of an authentic experience from beginning to end.

Besides the small graphic on the title image of the article, you’d never know that Belvedere was involved with this content. And regardless, because it ultimately provides value to readers – who cares?

2. A Consumer-centric Content Strategy

In addition to their native content strategy, Thrillist also demonstrates their millennial acumen by tapping into fan love.

According to an analysis from the National Retail Federation, millennials are perhaps the least loyal generation – unless a company actively shows they’re listening (at which point, they’re apt to become quite loyal). This is applicable to all brands, even outside of retail.

For an example of reader recognition in action, look no further than Thrillist’s Instagram feed.

Thrillist Instagram Bio

The publisher actively encourages readers to share photos using a specific hashtag, which they can then use to pull in relevant user-generated content (UGC). This is important from a search perspective too, as 25% of search results for the world’s 20 largest brands contain links to UGC.

In other words, by sharing fan-sourced content, you open your brand up to a much larger audience in multiple ways, while simultaneously promoting loyalty among your most vocal fans.

Here’s an example of what this looks like in practice, using the hashtag #??thebeautiful:

Thrillist Instagram example

3. A .Com Filled With Visual Content

Because the importance and value of images extends across every facet of the millennial mindset, Thrillist promotes an image-driven identity on its website as well. It’s not just about selfies, either. Rather, they use a variety of image formats to complement their copy and to quickly convey ideas. Remember, millennials consume content in bite-sized portions, so this last point is an important one.

What Thrillist demonstrates by prioritizing visual content across their website is that visual content is a gateway; on the thrillist.com homepage, images drive what users choose to engage with, click on, and read.

A few of the ways Thrillist leads with imagery:

Visual Headlines

Thrillist fuels interest around articles by sharing catchy imagery; even the title takes a backseat.

Thrillist's visual strategy

Interactive Elements

For instance, they use a cool hover functionality to reveal social sharing statistics. It’s easy to see how many people have viewed the article as well as how many times it’s been shared.

Thrillist's visual website

Here’s another interactive element that adds value to the Thrillist website: a map that integrates with their ‘Best of [City]’ lists. It encourages readers to get off the internet and out of the house – but also to return for new recommendations down the road.

Thrillist's interactive map

Visual CTAs

Last but not least, I love this idea for adding visual elements to on-site calls-to-action. Instead of a traditional Instagram follow button to drive users to their feed, Thrillist created a banner of Instagram images, shifting the focus to the content itself.

Thrillist's Instagram CTA

That’s all, folks!

Thanks for joining us on this millennial marketing journey. If you missed the first two blogs on retail and CPG brands, be sure to go back and take a look when you have a moment:

If you’re looking to dig into the millennial mindset even further, you can also check out any of our millennial marketing guides:

marketing to millennials playbook

The Author

Julia Hanson

Julia Hanson, Market Developer

Julia is a Market Developer at Curalate, with a passion for reading, writing and Instagram filter tricks. She enjoys chatting with brands about their social strategy and brainstorming with her fellow market developers about the ‘secret sauce’ of email subject lines.


5 responses to “The Truth About Millennials—5 Powerful Insights”

  1. barbaradrady says:

    Interesting article. However, after I provided my contact info and subscribed, I was unable to download the Millennial Marketing Guide. Bad link.

    • Curalate says:

      Hi Barbara. We’re so sorry for the trouble and the delay What is your email? We’ll get the Millennial Marketing Guide sent to you ASAP. Thanks!

  2. Thanks for sharing, very interesting indeed. However I would suggest caution before assuming that 2 or 3 Hashtags are the way to go. The sample in the article is of 20 accounts and it’s not statistical valid. This is not a critique to the article which is well articulated and interesting but rather an invitation for your own tests. Running my own digital agency http://www.theonlinecircle.com I suggest all my clients to always use this type of information and test their own Hypothesis.

    • Curalate says:

      Hi Lucio. Thank you for the feedback! Your digital agency looks like it’s making some great moves, we’ll be sure to keep this in mind moving forward. Thanks for reading!

  3. […] 7. Wharaton, Stephanie. “The Truth About Millennials-5 Powerful Insights.” Curalate Blog ». N.p., 22 June 2015. Web. July 2015. <http://blog.curalate.com/2015/06/22/the-truth-about-millennials-5-powerful-insights/&gt;. […]

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