The young audience doesn’t spend a lot of time scrolling and clicking around to get what they are looking for. If they have a look at a channel/website/profile and don’t have immediate satisfaction, they’ll leave.

Research has shown that most people don’t really get what the Senat is all about. Why can it be helpful to be a Senator? Scrolling the website doesn’t help and presence on most social media platforms is extremely low. An empty Instagram page is a bad look and might suggest a “dead” organization (or at least one that doesn’t care about their social media presence).

To match the behaviors of the young generation, the Senat needs to adapt its content strategy. Here are some suggestions:

• Succinct, “Instagram-worthy” posts and visuals instead of long blog posts and magazines.

• Short videos (max. 1-2 minutes) where toolboxes are explained (https://senat.at/mittelstandsallianz/toolboxes/).

• Teaser posts (for any content on the website and also for certain events).

• Creative content like “Senator of the Week” where you would present different member companies and their leaders each week in a short 1-2minute video.

• Create an app (but it needs to work on all devices and be user-friendly, otherwise it is counterproductive and bad marketing).

• Do promotional posts for startups and young entrepreneurs as soon as they join the Senat (incentive for them to join as they get more exposure).

In essence, the Senat needs to be aware that the "first impression" is key. They need to have a clear content strategy and get it right the first time. Sporadic posting and inactivity are unacceptable!