If they can share it, then they will do it.
Millennials need to be social. They need to share their day. Give them a story they can share, a reason to go beyond just functional use
You’re at a restaurant, and a interestingly plated burger, or dessert comes to the table next to yours. And a 20-something year old impulsively pulls out her phone, photographs it and shares it on Instagram. How familiar is this sight? You’ll see this similar sight at a music festival, on a bus ride across an exotic location.
The takeaway is that when it comes to the millennials, if it is Instagram worthy, then your brand will get wings to fly. This is a leveller of sorts and can put a 20 rupee product on par with a 1000 rupee one. Ice cream brands, travel brands, fashion brands, and more would be walking a tight rope should they ignore this.
Millennials communicate more through their devices, than across the table. And their way of being a part of a conversation is to share. So as a brand, seek ways to make something about your brand instagrammable. It could be an iconic motif if you are a pub, interesting packaging if you are a hardware product, interesting food styling if you are a café, etc.