Millennials and Gen-Yers – those born between the early 1980s and the early 2000s – have some serious cash to splash. From 2017, they will spend more than $200 billion dollars each year, according to Kit Yarrow, the author of Gen BuY. It’s a resource that marketers need to tap, and one of the sharpest tools in their arsenal is web video.
A recent Animoto video marketing study, found that 80% of Millenials consider video content when researching a purchase decision, and that 7 out of 10 Millennials are likely to watch a company video when shopping online. Whether it’s for initially scoping out their products and services, or for comparing different brands and retailers later on, there’s no denying Millennials are watching videos throughout their decision-making journey.
So, if you want to maximise your reach, make the play button your next play. Here are some tips for using web videos to deliver your Millennial-targeted message.
MAKE E-NEWSLETTERS MORE ENGAGING WITH VIDEO
How many e-mails do you think you get each day? Did you know the average person gets 121 emails daily? That adds up to a staggering 193.3 billion across the global population. So, it goes without saying that company newsletters that are boring, long or cumbersome probably won’t get read. The encouraging news is that Animoto found 60% of Millennials prefer to watch a company video than read a company newsletter.
The notion of adding video to an e-mail might sound intimidating, but it can be quite a simple process. For instance, the video doesn’t necessarily need to play in the email. HubSpot shows us a great video marketing example from Litmus, on how they place a video in their email without the tech troubles.
OPTIMIZE YOUR VIDEO CONTENT FOR MOBILE DEVICES
There’s no denying it: Millennials are mobile. As a populous that grew up with virtually everything digital, including smartphones and tablets, Gen Yers consume content on-the-go from their mobile devices. According to a Nielsen media report, we’re seeing 16% growth in digital use among people aged 16-34, and year-over-year growth of 53% in digital video viewing.
Most of that video viewing is likely done on mobile devices. The Animoto study finds nearly 48% of Millennials only watch videos on their mobile device. That means as a marketer, you’d really want to optimise your content for multiple devices, to ensure your message is heard.
Four great tools for checking if your site is mobile ready, are:
Every marketer knows that social media is essential to building brand awareness and visibility. With the explosive growth of video over the past year on social platforms like Facebook and YouTube, social media is more important than ever.
Since 2014, Facebook has averaged over 1 billion video views daily, while YouTube gets 4 billion video views per day. Other platforms like Instagram are still catching up, but that doesn’t mean that Millennials don’t similarly engage with brands on these channels. The Animoto study shows:
4 in 10 Millennials follow brands on Instagram
Nearly half of Millennials follow brands on Twitter
84% of Millennials follow brands on Facebook
76% of Millennials follow brands on YouTube
A great example of a brand using web videos on social media to create awareness is BuzzFeed Tasty, which averaged 1.98 billion views in February 2016. With over 46 million followers on Facebook, BuzzFeed Tasty has built astonishing brand awareness by publishing content – mainly videos – that resonates with its audience and is tailor-made for social media. An example is the delicious video below.
SUGGEST FOLLOW-UP PRODUCTS AND SERVICES USING WEB VIDEOS
Videos aren’t just used for building brand awareness and making sales. They can also help nurture relationships between company and consumer. Animoto notes 7 in 10 Millennials find video helpful post-purchase when shopping for additional items from the same store. For retail and eCommerce businesses this is imperative as customer retention makes for a viable business.
Dollar Shave Club is a great example of a company that has successfully used video for marketing products. Its latest Let’s Talk About #2 video, which has had over 3.2 million views on YouTube, shows how complementary products like its “One Wipe Charlies” can sell well when marketed alongside razors pre- or post-sale.
Taking it one step further, it used e-mail marketing to introduce its wipes and included the catchy subject line: “Your Butt, but Better”, which no doubt grabbed buyers’ attention! We see that clever use of e-mail and video can lead to a strong boost in sales.
Whether you’re selling products or services, video is your best bet for marketing to Millennials – and that’s not expected to change any time soon. So, before you miss out on capturing this crucial age group, incorporate it into your campaign strategy – and unlock the power of pressing play!
Published on Aug 02, 2016
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