Study: Millennials value and share branded content

It turns out that millennials depend on brand content more than we think—and some prefer it.

Surprised? I was.

In a Havas Worldwide study entitled: “The Hashtag Nation: Marketing to the Selfie Generation,” it finds that brands play a key role in creating content millennials want to share. Focusing on those aged 16 and older in 29 markets, the study found that 60 percent of respondents used branded content in their social media activity frequently, agreeing that it is “an important part of the creative content online.”

A Brand Momentum poll found youth connected most with technology brands, including Samsung, Google, YouTube, PayPal and Facebook. Half of the 10,000 participants were more than happy to “welcome (the brands) into their lives” and saw them as “essential,” as compared with 25 percent in the 55 and older age range.

A real sense of partnership between young people and brands