'Entertain Me,' Say Millennials in Top 100 Brand Ranking Survey

In studies conducted over a three-year period, Millennials say they prefer fun and entertaining content to news and information in their social feeds by a margin of six-to-one.

Nov 10, 2015, 09:00 ET from Moosylvania

ST. LOUIS, Nov. 10, 2015 /PRNewswire-USNewswire/ -- Apple, Nike, Samsung, Sony and Microsoft lead the top 100 Millennial Brands, according to a study released today by digital ad agency Moosylvania. The research compiled favorite brands based on three years of Millennial research.

Click here to see how the Top 100 Millennial Brands Think Alike

The study also showed that entertainment as a reason to connect transcends all others when it comes to consumer validation. In fact, the study revealed how Millennial cohorts prefer fun and entertaining content to news and information in their social feeds by a margin of six-to-one. 

"Entertainment provides a natural opportunity for a brand to connect as shareable content," said Norty Cohen, CEO of Moosylvania. "These cohorts are marketing themselves, and when a brand doesn't take itself too seriously but instead provides fun that can be shared, it works." 

Cohen said many marketers think social connectivity is an opportunity to share brand facts when, in fact, it could be a better opportunity for brand websites and other platforms.

Approximately 3,500 Millennial consumers -- defined as those born between 1980 – 2002 -- were asked to name their three favorite brands unaided in each of the past three years. Respondents were also asked what these brands were doing to gain their loyalty. Brands that represented clothing, technology, retail and a few consumable products continued to dominate the list. In fact, Apple finished at the top each time. Rounding out the Top 15 are Nike (2); Samsung (3); Sony (4); Microsoft (5); Target (6); Amazon (7); Google (8); Walmart (9); Coca Cola (10); Nintendo (11); Forever 21 (12) Adidas (13); Jordan (14) and Pepsi (15).

"Our research over the three-year period shows the top brands that continue to perform well for this group are resilient with their marketing efforts. These brands are entertaining their consumers and making them feel or look good," Cohen said. "Making the list doesn't necessitate a large ad budget either. It's more about what the brand does and how it makes the connection with the consumer. Creative, emotion-driven marketing enables any size company to drive product awareness with millions of consumers in real-time." 

Cohen also compiled the best practices of the top 100 brands in the study and found commonality in the application of "co-creation." In other words, Millennials are participating in the brands and curating, as opposed to just consuming advertising.

Thirty percent of consumers told Moosylvania they'll share branded content if they like it. That filter is ultimately how their friends and family learn about other brands. Endorsement is key. And, yet, the pendulum can swing the other way. When asked how much they want to see branded content in their social feeds, Millennials said no more than 10 percent. So the challenge for brands, Cohen said, is to produce the right shareable content that can include apps, videos or participatory games and contests, for example.

"Ultimately, we're measuring loyalty – and we get there by being genuinely who these consumers can and want to relate to," Cohen said.

Moosylvania is a national digital agency, specializing in Millennial consumer marketing recognized for its 100 Top Brands Millennial Ranking report http://moosylvania.com/millennials/, and for www.moosetracker.com, a data source of 2,800 digital case studies, free to the marketing industry. For more information, visit www.Moosylvania.com or call 314-644-7900.

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SOURCE Moosylvania