Kevin Jonas revealed why the Jonas Brothers deleted their Twitter in an interview with CEO of The C4 Group: The 3 most important things to millennials are: looking good, feeling good and doing good. Make a place where they can be social, feel special and then sell to them.
Allow them to become the tastemaker, give them ownership and they will support your brand in return.. Why just give away our brand? We also deleted the Jonas Brothers Twitter account because it wasn’t authentic anymore. Our generation doesn’t even feel gratification from posting on social anymore, just obligation.
Consuming media that is largely free increases the competition for millenial’s shortened attention spans. Soon we’ll have complete media freedom. You’ll see only what you want to see, when you want to see it. As a celebrity, it comes down to letting them into your life, not telling them what to buy.