Could Video Marketing Help Engage Millennials?


Marketing Insights for ProfessionalsThe latest thought leadership for Marketing pros

Wednesday, March 22, 2017

Video marketing is increasing in popularity, and could be the latest tool to help businesses engage with digitally savvy millennials.

Article 2 Minutes
Could Video Marketing Help Engage 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.

The millenial demographics

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) state 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.

What you need to know about millenials

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.

Why use video content?

There are a number of benefits to using video content, including (but not limited to):

  • It gives information quickly
  • It can be thought-provoking/emotional
  • It can be shared on many platforms (Facebook, Twitter, YouTube) and can easily create an online buzz
  • It is mobile-friendly

Everything from running a campaign based on nostalgia to addressing the pain points of their generation can work to engage with millennials and ultimately promote brand loyalty.

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