Video marketing is increasing in popularity, but could it help businesses engage with digitally savvy millennials?
Visual content is crucial for most businesses looking to increase their engagement levels. The rise of YouTube, Vimeo and other video-based platforms has shone a light on the importance of this type of marketing, which led to social networks like Facebook, Twitter and Instagram featuring video content in some way. This may be because of the propensity for viewers to share video content, as Hyperfine Media suggest 92 per cent of mobile video consumers share videos with others.
For digitally savvy consumers, mainly those that fit into the millennial bracket, it's an essential way of engaging with them.
Research has shown that people of this demographic - born between 1982 and 1997 - are much more concerned about aligning to a business' ethics than previous generations when looking for a job. For example, nearly a third of millennials (30 per cent) stating their most important factor for career success is doing meaningful work
This same social conscience applies to the brands they advocate and understanding this is a crucial part of running a successful and effective campaign tailored towards them.
Businesses should be focusing on people of this demographic because engaging with millennials can either make or break a marketing venture. This is especially important when talking about video marketing, as many experts believe the potential of this medium isn't even close to being realized yet, and people of this demographic will be at the forefront when it does. Immersive video is set to be one of the biggest trends of 2017, and this is just one way that video marketing can attract your audience.
One key thing about millennials is that celebrating their individuality is crucial for brands trying to target them. The ability to provoke emotions easily in video content makes it a fantastic tool for engaging with people of this younger generation, and can be used to also echo the values at the core of your brand.
Of course, ultimately there's no hard and fast way to win over any consumer from any demographic, but video marketing can give you a valuable medium that is likely to appeal to the consumers you are targeting, and here's why.
- Gives information quickly
- Can be thought-provoking/emotional
- Runs on many platforms (Facebook, Twitter, YouTube) and can easily create an online buzz
- Is mobile-friendly
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