There are a lot of news stories circulating today about Millennials. The term encompasses a wide range of people born between 1980 and 2000. They’re a market that’s rising in prominence, and tapping into their resources could help to make your business a success. Intersecting with this market is the relatively new tool of social media. But how can you make sure your social media marketing efforts are being seen and receiving a response? Here are a few suggestions that you can try to make sure that your efforts aren’t for nothing.

One important reason to reach out to Millennials through social media is that studies show that Millennials are largely digital shoppers. Because Millennials make up about 25% of the world’s population, this is a large chunk of the world who does most of their shopping online. Since it’s safe to say that this demographic is already online anyway, it only makes sense to target marketing efforts at an already online segment of the population.

So how can you craft a marketing message that Millennials will respond to? Well, studies are showing that most Millennials are resistant to targeted marketing, meaning traditional advertisements. The upside to this is that they respond better to indirect advertisements—things like clever tweets and Instagram messages are even likely to be shared among Millennials, thereby increasing the viewership of such marketing efforts. So what does this mean? It means that if your company is to be successful at marketing your product or service to Millennials, quality content and engagement will win over clever traditional marketing tactics any day.

None of this is to say that traditional marketing tactics aren’t a successful way to target Millennials at all. This demographic, even though they will often skip ads when given the opportunity, will still pay attention to those tactics. It’s just that social media efforts are generally more effective ways to reach this audience. No matter what you try, though, because this is such an up-and-coming market segment, it’s important to try and reach them to ensure the success of your business. Keep some of this advice and information in your mind as you try to target your marketing efforts.