![]() They have expanded to other accounts that encapsulate anything their consumers could want. Disney obviously knows the influence video content has on their millennial consumers since they spent $1 billion in 2014 to purchase Maker Studios, one of YouTube's largest multichannel networks. They share films imagined in emojis, playlist sessions, style tips and even DIY crafts. A 2014 study by Defy Media found that millennials spend about 11 hours a week watching videos online. YouTube is a critical platform in Disney's effort to reach millennials as they tend to find it more entertaining and relatable. It shows the more human side of Disney, such as retro images focused around the history of the company, moments captured in the parks, new merchandise and of course, frequent promotional images. Disney's Instagram account is full of exclusive content that users won't find anywhere else. Millennials respond to this strategy because it reminds them of their childhood and the joyful memories that come with that. They focus on a nostalgic and emotional advertising technique. If nothing else, Disney knows the importance of having a good content marketing strategy, and they have about 95 years worth of good content to use. So how is Disney fostering this connection with millennials? ![]() This generation wants to actively participate and be included as partners in the brands they love, and social media gives them the chance to do that. According to the 2015 census, there are now 83.1 million millennials, a number that translates into a very powerful consumer base. ![]() A 2014 Statista study shows that 90% of millennials were using smartphones and 93% were utilizing social media, therefore anything and everything digital is a must for this generation. Millennials, those born between 19, are technologically savvy, focused on being mobile and value entertainment. His ideology of “if you can dream it, you can do it” resonates with millennials, and if they believe in a company, they will be loyal to it. Walt Disney himself was an innovator who created an empire based on a cartoon drawing of a mouse. Disney is known for translating creativity into pioneering products and services and their values are centered on the idea of innovation. ![]() Millennials respect companies that encourage innovation (The 2014 Deloitte Millennial Survey 8). It is a recognizable brand that they trust, a belief that is generally passed from parent to child even without the interference of outside advertising. They watched every Disney movie, loved Mickey Mouse, and have been to a Disney Park at least once in their lifetime. Many millennials today were raised on Disney. Its ability to create, market, and profit from its intellectual property is supported by a century of widely loved characters and internationally popular franchises. Much of Disney’s success in media networks and park revenue, even its success as a media conglomerate, is owed to its world-class brand. The Walt Disney Company has several strengths that position it as the one of the world’s leading providers of entertainment. ![]()
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