Created in 2006, Twitter is a unique social platform that’s grown in popularity, largely because of its 140-character limit, in which thousands quip, snip, and detail about their lives.  In addition, Twitter users can accumulate a lot of followers—giving them a sense of social popularity—at the same time they combine news, celebrity updates, and just about anything else you can think of alongside their social posts.  It’s a pretty sweet setup, and millennials are especially intrigued by it, with a full 61% of Twitter users falling into this generational category.

Millennials are known as the digital generation, and they are quick to turn to convenient and intriguing tech platforms to interact, share, and research products they’re interested in.  Consumers in this generation are early adopters of technology, so look for them to show excitement whenever there’s an innovative way to connect.  Successful businesses aren’t shy when it comes to connecting via social sites and apps either, because they know this is exactly where they’ll find their younger consumers.

As far as Twitter goes, millennials have embraced it for a few specific reasons:

• To learn about currents trends. Millennials want to know what’s going on, and they want to be up to date. They suffer from a condition known as FOMO (fear of missing out). But this isn’t necessarily a bad thing, because it keeps them in tune with the most current trends, the latest gossip, the hottest fashions, and the newest technology. Twitter gives them all of this in a concise, fast-paced format.

• To cure boredom and get a good laugh. Entertainment value is one of the big draws that brings millennials to Twitter.  Highly attached to their phones—in fact, some go so far as to say addicted—these young consumers turn to their mobile devices to cure boredom by watching videos, reading funny posts, and sharing GIFs—all of which abound on Twitter. By definition, this generation is redefining downtime, and rather than long weekends and after-5:00 gatherings, they are turning to shorter bursts of online entertainment, dubbed “micro-leisure.”  This keeps them in touch, yet still allows them to keep up with their busy, on-the-move lifestyles.

• To utilize hashtags at live events. A way of documenting live events and tracking current stories, millennials are leaning on hashtags to help them stay connected and follow important updates by others who may be at the same venues.  Attendees can tag each other in tweets and pics when they are posted, ensuring everyone stays looped in to the most up-to-date action.

Your Dealership Can Benefit

When it comes to your dealership, millennials, and Twitter, there are a few things to keep in mind.  First and foremost, this won’t be your biggest advertising platform; after all, social platforms are for socializing.  So, focus on building engagement with your audience by listening, sharing, and participating.  This is what will drive these young consumers to your website, and eventually, to your dealership.

It’s true Twitter is a short-format platform, and with this in mind, you’ll need to plan your posts accordingly.  You’ll likely build stronger connections and garner more interaction when you include images, videos, and plenty of ways to participate and interact with your dealership.  In addition to giving users an easy way to find you, be sure to offer great content that keeps them coming back.  A few tweets may seem like a small thing to you, but here’s why they’re actually a BIG deal:

• There are 313 million monthly active Twitter users.
• The average Twitter user follows 5 businesses.
• 80% of Twitter users have mentioned a brand in a Tweet.
• 54% of Twitter users have either visited a website, searched a brand, or retweeted content after seeing it mentioned on Twitter.
• Businesses that use Twitter for social customer service have seen a 19% increase in customer satisfaction.

Millennials do just about everything online, especially shopping, researching, and even job hunting.  And speaking of job hunting, don’t forget to mention openings at your dealership on Twitter if you’re looking to catch the attention of today’s youngest professionals.  Both millennials and Gen Z are looking to social platforms to find out about and apply for positions, so be sure to include links that take them to your employment page, where they can find more information and complete the application process.  When you modernize your processes and streamline things for the younger generations, you’ll capture the attention of both shoppers and job hunters—a double bonus!

Twitter is full of content that’s posted and shared every day.  Be sure you stand out to your youngest audiences by engaging them creatively.  Twitter gives them a way to communicate directly with their friends, as well as the brands they love—so be sure you’re there and ready to connect when they’re looking for you. Post regularly and highlight the best of your brand, and you’ll make great connections with your millennial audience.