5 Video Marketing Best Practices To Reach Millennials
Born between 1981 and 1996, Millennials (also known as Generation Y and the Net Generation) are 26 to 41 years old in 2022.
According to Statista, there are 72.19 million Millennial residents in the U.S., making up 21.75% of the entire country’s population. This, of course, makes Gen Y a massive target for marketing teams around the globe — so how can you use video marketing to reach them?
Let’s dive into five ways your business can create meaningful connections with Millennials.
How Can Your Business Connect With Millennials?
Start Your Videos With a Hook
According to Statista, the average Millennial unlocks their smartphone 63 times daily. This gives your business several times throughout the day to catch their attention, but it’s important to remember you’re competing with other notifications and social media posts. If you want your audience to pay attention to your content, you need to implement a hook to reel in your viewers.
For example, in this Insurify ad below, the brand uses an eye-catching (though maybe eye-covering is more accurate) hook. Once the audience has seen this intriguing introduction, they’re more likely to stick around and see how the scenario plays out. Implementing a similar strategy can help you immediately catch your audience’s attention with engaging content.
Not sure where to start? See how QuickFrame Creators can help.
Utilize Creative Storytelling Strategies
Once you have the attention of your Millennial audience, you need to use creative strategies to keep them engaged.
Storytelling can boost conversion rates by 30%, so crafting a narrative with your video content is critical. Plus, compelling storytelling gives customers more faith in your business. If customers love a brand story, 55% are more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately.
This Backcountry ad is a great example of how compelling storytelling can engage your audience. Through a combination of product marketing and humor, Backcountry explains their benefits in an interesting way. Plus, one of the top reasons Millennials use social media is for entertainment, so give them the content they want to see, and plan it thoroughly during the video production process.
Personalize Your Content
Have you heard Millennials don’t like seeing advertisements? Well, that’s not entirely true. Millennials don’t like seeing irrelevant advertisements.
Before reaching out, you need to learn about your audience and use this information to optimize your content. For example, you should know how your audience spends their time online and their interests. You can drive meaningful connections with your current and potential customers through these (and, of course, more!) pieces of information.
In order to celebrate winning the EPA Partner of the Year award, Palmolive created an advertising campaign to showcase the products and benefits that helped them win. Palmolive knows their audience cares about sustainability and the initiatives the brand takes to support this cause, so they’ve discussed these through digital marketing. With the right video creative, you can connect with your audience through their interests and pain points alike.
Read on: Who’s Your Audience? A Guide to User Demographics by Social Media Platform
Create an Emotional Connection
Incredibly powerful emotions can force a response from the viewer — whether we want it to or not.
According to Sprout Social, “61% [of Millennials] use social [platforms] to communicate with family, friends and acquaintances.” While Millennials are more focused on creating connections with people they know, you can still use social media to connect with them.
Think about an ad you’ve teared up at in the past. The chances are you weren’t crying over the product itself, but rather the story told throughout the video. Using emotions in your video content creates an opportunity to connect with your audience in a way they might not expect.
Ben Bridge has several videos centered around creating an effective emotional connection, including this Mother’s Day ad. Even though none of the actors say any words, video footage of each smiling and joyful family member evokes an emotional connection as a sweet and upbeat song plays in the background, which viewers can then associate with the brand.
Don’t Forget About YouTube!
One key aspect of your video marketing strategy to reach Millennials should be YouTube. According to Statista, 38.41% of YouTube’s audience is 25 to 34 years old.
While it can be easy to get caught up in the vitality of TikTok or the new video format of Instagram, many Millennials spend significant amounts of time on YouTube. HubSpot also found 54% of Millennials “discover new products most often on YouTube,” making YouTube an effective platform for sharing product ads and other brand-specific content.
This Not Your Mother’s content was made specifically for YouTube with key components viewers look for on this platform. Since many YouTube users are familiar with user-generated content (UGC), a UGC-style video can effectively engage with this audience! Plus, many YouTube users are looking for educational videos, including about their favorite products. By combining these two strategies, Not Your Mother’s hopes to give their audience a relatable and informative product marketing ad experience!
Ready to learn more? Explore The Ultimate Millennial Video Marketing Guide
Use Effective Video Marketing To Connect With Millennials
Once you know more about your audience and the content they enjoy, it’s time to start creating! But, the content creation process often comes with roadblocks, like high costs and extended wait times, that cause businesses to pause the process altogether.
We don’t think this should be the norm. At QuickFrame, we believe every business — no matter what size or industry — should be able to create high-quality video content. That’s why we give you access to a dynamic platform where you can connect with talented video content creators who are ready to deliver.
Besides connecting you with the top video creators, QuickFrame helps you generate fast, affordable, and compelling content by optimizing every stage of video production and creativity. No matter what type of video you need, our innovative video production platform can help.
Contact us today to learn more about how QuickFrame can help you reach your target audience!
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