In 2015, Wired reported that millennials spend more time on YouTube than any major cable network. Other studies have pointed out how millennials are more likely to watch a video over reading a company newsletter or how millennials rely heavily on video content in their buying decisions.
At this point in the game, using videos in your marketing in basically non-negotiable. So here are some tips on creating valuable content when video marketing to millennials.
1. Grab their attention fast
Occasionally, it’s been said that millennials have a worryingly short attention span. However, the reality is that millennials want to care about something enough before they commit to it. And that includes watching a full video. If they feel like the content isn’t relevant to them or important enough, they’ll just move on to the next thing that’s trending on YouTube.
In your video, come in with a bang and grab their attention within the first ten seconds. Do this not only with appealing visuals, but also by making your point known within that short time frame.
2. Make it easy for everyone to view your content
Millennials are tech-smart. That much is obvious. It’s important that you make your videos easily accessible for everyone.
In today’s world inundated by smart devices, it’s likely that your videos are viewed on a variety of different devices. Do your due diligence and make sure your videos are playable on laptops, tablets, smartphones, and other smart devices.
Also, make the content more accessible by adding shareable links to the end of the video along with a call to action to share the video with their friends and co-workers.
3. Use videos to guide millennials through an entire purchase
As previously stated, millennials use videos to help them make purchasing decisions. That means you really need to incorporate videos along every step of the purchase process.
Use a video in your About Us page to provide testimonials or recommendation videos. This is also a good place to show off your company culture. Millennials’ decisions reach past simple product usefulness. They want to know that the company from which they are buying is fun and aligns with their beliefs.
Using videos to guide millennials through the purchasing process creates a more intimate and fun experience, which in turn they’re more likely to share with their friends.
4. Be genuine
Millennials are perceptive and can almost be suspicious of corporations trying to take away their money.
Be genuine in your videos so you can avoid their suspicions and position yourself as the company that really does understand them. Show your passion for the product or service that you are trying to sell. If you can get your millennial viewers to connect with that passion, they will be more likely to purchase your product.
5. Get creative with quality content
After reading some of these tips, you might think it would be best to go wild and start creating hundreds of videos. However, quality over quantity rings more true with videos than any other type of content.
Hundreds of poorly-created videos actually run the chance of hurting your brand, especially when compared with one creative and well-produced video.
Be creative with your video marketing, and don’t hesitate to start publishing even the simplest videos. But just remember, even in simple videos, millennials can judge its level of quality.
Video marketing to millennials doesn’t have to be hard. In fact, it can be one of the simplest ways to start building lasting connections with them. As long as you’re creating genuine, appealing, and impactful videos, you can start to see an increase in conversion and reach.
