Marketing to Millennials: NY Digital Marketing Strategist Kris Ruby discusses how to attract a millennial audience


marketing to millennials


How do you market to Millennials on social media in 2023?

Millennials shift online search habits. Social media companies react..

Millennial Marketing Expert Kris Ruby was recently on RT America discussing marketing to millennials. Click here to watch the full segment

In this article, social media marketing expert Kris Ruby of Ruby Media Group discusses:

  • The rise of visual search engines
  • Social Media as search
  • How AI will impact visual search
  • The rise of video search as a social media service

In 2021, overtook Google as the most visited domain in the world.

  • 40% of young people use TikTok or Instagram to find a place for lunch instead of Google Maps or Search.

Is it possible that TikTok will soon be Google’s big rival?

In a recent interview with NBC News, when asked why they don’t use Google, Gen Z stated it was because they prefer visual platforms.

According to Google’s internal data, a whopping 40% of Gen Z prefers using TikTok and Instagram for search over Google.

In a desperate appeal to win back Gen Z, Google is changing features in Search and Maps to try to win back a younger audience. But so far, they haven’t been successful, and they are also failing behind OpenAI and ChatGPT when it comes to AI product development.

Could Google become obsolete in search? Only time will tell.

How do you market to Millennials and Gen Z?

Millennials gravitate to mobile-first social media platforms, like Google’s YouTube, Meta’s Instagram, and ByteDance’s TikTok.

How do you make sure you are marketing to Gen Z the right way?

Digital marketing and social media growth expert Kristen Ruby of Ruby Media Group states that video search is the leading driver for millennials.

Millennial content creators are using the Internet differently than older generations, which threatens the dominance of legacy search marketing platforms like Google.

That coupled with the rise of ChatGPT could signal an incoming disaster for Google in the near future.

“Google has already seen the impact that TikTok has made on YouTube, overtaking the platform on average time spent on the top social platforms by U.S. adults.”

In response, Google made significant changes to its Search product with “Web Stories”, the Google news product for creators, in an attempt to drive visual interest of millennial influencers and creators.

Additionally, the job retention rate of millennials is significantly lower than baby boomers. Is this because they are a more high maintenance generation, or do they simply crave more variety?

Millennials crave experiences over possessions. This significantly impacts what they are spending on and how to reach them effectively on social platforms. Unfortunately, this can be problematic and troublesome for CMOs looking to reach this audience who want to see an ROI on the spend to obtain these millennials as customers.

To reach millennials today, we need to redefine what adulthood means to this demo. If we keep marketing to them with an antiquated notion of what adulthood is, marketers will miss the mark on how to reach these consumers and what really drives their purchasing decisions.

Marketers needs to understand what the needs are of Millennials and Gen Z.

The influence a younger employee base will have on the CEO is critical.



How Millennials search for product recommendations on social media platforms has changed significantly.

There are six living generations that are a possible target for growing your audience:

  1. GI Generation – born between 1901 and 1926
  1. Silent Generation – born between 1927 and 1945
  1. Baby Boomers – born between 1946 and 1964
  1. Generation X – born between 1965 and 1980
  1. Generation Y/Millennials – born between 1981 and 2000
  1. Generation Z – born after 2001

Source: Statista

A diversified marketing approach is necessary.

Millennial consumers are the new face of business.

Don’t get left behind. We’re building next gen marketing agency solution. Reach out today to take your business to the next level.