We’ve talked about cutting through the clutter to overcome Millennials’ short attention spans, and we looked at GIFs and Snapchat as key strategies to communicate your message.

Now, let’s see how you can apply one of the leading communication models in the study of communications: The Uses and Gratifications Theory.

First, a quick definition. The emphasis is my own.

The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. With this assumption, the Uses and Gratifications Theory looks to answer three questions: what do people do with the media, what are their underlying motives for using said media, and what are the pros and cons of this individual media use. Source: http://www.communicationstudies.com/communication-theories

Milleniallizing aka Put Yourself in the Millennial’s Shoes

Imagine a 26-year-old female: decent salary that allows for independent living and disposable income; social media presence on Facebook, Twitter, Instagram, and Snapchat with a total network of 750-1500 people; loves cute animals, clever food recipes, and beautiful landscapes.

Whether it’s conscious or not, Uses and Gratifications Theory posits that she seeks out media that will reward her psychologically. That’s why she follows Boo, Tasty, and EarthPorn. (Spoiler Alert: It’s not pornography, but it has co-opted the word ‘porn.’ Other analogues are FoodPorn and DesignPorn.)

So What?

So, what can I do with this knowledge of my audience’s motives for media consumption? Provide incentive for consumption.

Can you integrate cute, delicious, and epic imagery into your content that resonates with Millennials?

Can you entice, engage and gratify your audience with appealing ideas?

Can you give away something for FREE without asking for their soul?

More to come next week.

In this special guest series, Brett Reisman presents 5 ways to get your message through to millennials. 

Brett Reisman works with media production agencies, digital marketing firms, and technology companies to develop organization’s communication and outreach strategies and build their businesses. Brett has a B.S. in Communications Studies with a concentration in rhetoric and political communications, and a B.A. in Asian Studies with an East Asia specialization.

© Karen Cortell Reisman, M.S., author of 3 books and President of Speak For Yourself®, works with decision makers on how to speak with gravitas. It’s all in how you speak for yourself. Karen also speaks about her cousin, Albert Einstein, in a message about hope, resilience and brassieres.

Read more at www.SpeakForYourself.com/blog.

Did you know that we also do customized workshops on how to speak for yourself?