Understanding Millennial And Social Media Trend To Promote Village Sdgs

Abstract

Millennials make up the second largest generation in Indonesia with 25.87% of total population that become a key driver in the country's sustainable development as 80% of them concern climate change’s impact. As the millennial majority use social media daily, it provides the government with a low-stakes entry point to build their initiative awareness, grow personal brands, and engage with the public, including promoting village SDGs campaigns. Hence, it is necessary to figure out millennials comprising their lifestyle, interest, and social values to accelerate village SDGs achievement. This study will discuss millennials' behaviour and recent social media trends to propose ways for promoting village SDGs among millennials through reviewing Indonesia millennial and social media trend reports.  Five types of social media activities are identified including look for funny or entertaining content, research brand, keep up- to-date with news and current events, message friends and family, and share photos or videos. News and politics, entertainment, food and culinary, and sports and music are top content topics preferred by Indonesia millennials with Facebook being the most popular social media used by them (88%), followed by Youtube 84%, Instagram 70%, TikTok 38%, and Twitter 10%. Promoting content preferred topics by millennials that are appropriate with activities by platform play a pivotal role in promoting village SDGs, such as infographics in Instagram and funny videos with trending presets or music in TikTok. Moreover, stakeholders may work with digital agencies or influencer enhancing campaigns through paid ads or content. Understanding millennials and their social media behaviour enables stakeholders promoting village SDGs by using multichannel strategies that create multiple points of contact which, in turn, nurture leads and increase village SDGs awareness.