Reaching a Millennial Audience Through Video Marketing
No matter how old you are, there’s no doubt for any of us that the world is night-and-day different than it was a short twenty years ago. From the 75-year-old who finally understands why people walk around staring at their phones all day – as he lies on the couch staring at his own phone – to the young teen figuring out his first phone, all of us are constantly amazed by all the services available in this techno-revolution of ours.
If there’s one group that at least appears unflustered by the breakneck progress, it’s millennials. Those pixel-savvy twenty- and thirty-somethings comprise a tantalizing portion of the market to today’s advertisers, but they dance to the beat of a drum that’s new to conventional marketing.
For conscientious advertisers who don’t want to alienate such a crucial demographic, there’s one main rule to the game.
Why Is Video So Vital?
Ever since the advent of television, Americans have been enchanted by the lights, camera, and action of the screen. Each new technology has only strengthened this connection – from color TV to wi-fi, consumers have been accustomed to learning from the screen for almost a century.
The main difference between video advertising of the past and today is the accessibility avenues like YouTube offers the average business. In days gone by, companies without a massive budget were limited to print advertising alone, with the occasional radio ad thrown in with impressive results.
With the advent of internet, most companies have eagerly accepted the necessity of building an online presence. What many of them have failed to understand is that mere online presence is not enough – particularly for millennials. Video is necessary. Thankfully, with avenues like YouTube, which allow free uploading, marketers can spend more money on content rather than uploading. There are numerous services to help promote your video and even closed captioning services to add subtitles to finished videos.
Millennials, who have been raised, in so many cases, primarily on video, aren’t just attracted to video. Video is the default mode for information gathering of all kinds.
When it’s time to change the mower’s air filter, where do they go? YouTube.
When they’re bored and want to be entertained, where do they go? YouTube.
When they want to communicate exactly how they feel, what do they do? Go on YouTube for the perfect clip to send their friends.
According to AOL, most videos online fill one of the following needs for millennials. Understanding each of these goals is vital for marketers to plan their own video strategies.
Eight Emotional Drivers of Successful Video Marketing
- Being in the know
Millennials have a lot to learn, and most often they turn to video to learn what they don’t know. The companies ready with a video clip have a ready audience who immediately perceives them as experts.
Millennials love YouTube like the rest of us love some late night ice cream. Not that millennials don’t eat ice cream as they surf. But anyway.
Millennials have an urge to stay in the middle of the flow. This need leads them to seek connection through videos. Again, the companies who are ready to connect visually will be years ahead of those who aren’t.
Millennials love to laugh. Offering a comedic spin on some of your video offerings serves well to introduce your brand. While you might not want to be solely entertaining, a few ads with humor appeal will serve you well to create a positive impression in the eyes of “Generation Y.”
- Feeling Good
Many millennials watch videos to be uplifted. Keep this in mind when creating your ads, and remember to stay positive.
- Staying Up To Date
Some millennials surf their YouTube just to find something new to share with friends. The more innovative you can be, the more likely you’ll be to become the newest viral sensation.
Rather than follow depressing news coverage, millennials revel in the freedom they have to ignore the mundane and hone in on the revolutionary. Inspiration and scripture isn’t taboo for those seeking a breath of motivating air.
- Being Updated Socially
The millennial generation uses video to stay up to date, and that means your ad from ten years ago probably won’t be enough to complete your video advertising goals.
Millennials are more likely to watch online videos than TV. That’s good news for today’s small businesses, because it means that without a massive budget, a little creativity can go a long way to connecting you with the millennial audience that your business is there to serve.