Content Marketing Instruments as Seen by Millennials: Russian Experience

This research is about content marketing online instruments in FMCG and their perception by Russian millennials. The subject’s relevance is connected with the increasing interest among the domestic companies regarding the Western approaches. Also, it is connected with the ambiguous assessment of their efficiency, as also with the desire to attract one of the most numerous and technologically advanced age groups – millennials. In the research, there are assumptions on what type of content attracts young people, and what reasons influence their involvement with a brand. Also, the research helps identifying whether it is the social policy of the company that influences on making purchase or if the content marketing is effective in increasing the sales. For a verification of the assumptions, the research used the case-study method (a comparison of FMCG groups on social networks) and online polls among individuals belonging to generation Y. The results of the research have shed light on the consumers’ relation to companies’ communication instruments and they can form the basis of a further research about necessity of using content marketing in Russia and about content that really sells.