When it comes to successfully communicating with the masses and Millennials, we should all take a tip or two from Michelle Obama, or anyone in the Obama Administration for that fact. With today’s rapidly changing communication methods in this technology-driven world, if you can’t handle the heat, your message is probably not going to be heard. Both Obamas, however, have proven they can “get with” the times. In an #AskTheFirstLady segment, she replied to a viewers response in a creative and innovative way.
A known Obama impersonator, Imman Crosson, or @AlhpaCat, asked Michelle “How many calories do you burn when you ‘turn up’?”
As most millennials know, Crosson is referring to DJ Snake and Lil Jon’s song “Turn Down for What.”
It’s true, Michelle Obama made a hilarious joke that combined both her love for eating healthy, and her knowledge of pop-culture, but perhaps what the most interesting thing about her statement is the platform she used to say it. What other politicians can you picture using Vine, and using it correctly?
In an article recently published on Adweek, Attention Brands: This is How You Get Millennials to Like You, it states how more than half of Millennials watch video several times a day on different devices: phones, computers, tablets, the list goes on. If you’re trying to communicate with them, why not use their own language?
When it comes down to it, the reason for the Obamas’ success is because of their strategy to position themselves as a brand and the innovative means they use to communicate. They understand that Millennials want humor and entertainment along with their news. They want facts, but they also want jokes. They no longer want to feel like a politician is someone they can “have a beer with,” but rather someone they can tweet to and know they’ll get a response. Someone who understands their sense of humor.
Though two years away, the next presidential campaign is right around the corner. While most Baby-Boomers like to label Millennials as apathetic and ignorant, this has not been my first hand experience. In fact, from a marketing standpoint, research has shown that Millennials are more understanding of deceitful messaging and don’t buy into it.
Whoever the new candidates are, for either side, if they want the Millennials votes, they’re going to have to play by their rules and learn their language. Just like Obama successfully did in 2008, and again in 2012. Social media will be a huge avenue for communication, and if a candidate is not using it right, we will know and we will take note. One things for sure, this campaign won’t just be about the issues. As Robert Frost put it, “…all the fun’s in how you say a thing,” and I would argue, all the importance too.
By: Renee Smith