While many magazines are still struggling to produce revenue from digital platforms, their social media efforts aren’t going to waste—if they have something tangible to offer. According to a new study from the MPA and GfK MRI, millennials are engaging with magazines through a number of different social media platforms in search of special contests, promotions and discounts.
The MPA’s study, which surveyed over 1,000 consumers between the ages of 18 and 34, found that nearly all millennials read magazines—93 percent of those surveyed said that they have looked at a magazine in the past 60 days, and 37 percent read a digital edition—and are hooked on mobile technology and social media.
These readers interact with magazines through social media, but not for love of content. The survey’s respondents made it clear that they want to get something tangible out of their social relationship with a magazine, whether it's promotions, discounts or the chance to win something. In fact, that's the main reason that more than half of the people surveyed follow a magazine on Twitter. Contests were the biggest draw for millennials, 59 percent of whom have entered a magazine contest through Facebook or Twitter, followed by coupons, which more than half of respondents had downloaded from a magazine's Facebook page.
Facebook ranked as the No. 1 most-used social site among respondents, as well as their favorite platform for connecting with magazine brands. Millennials are also very social when consuming magazine content—42 percent said that they chatted with friends on Facebook while reading a magazine.
Twitter follows as the second most-used social platform. The role of magazine editors and writers, in particular, can be more powerful than that of their magazine brands on this platform. Fifty-six percent of total Twitter users follow an editor or writer, and 51 percent have tweeted to an editor’s Twitter account.