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Video Content Marketing:
It's Not Just for Millennials
A common misconception about video content marketing is that it is just for millennials, but that is simply untrue. Learn how to target older generations here!
Many people think that video content marketing is just for millennials. And that line of thinking is hurting their business or brand.
Video content makes up 69 percent of mobile traffic. It has become the preferred medium for online consumers. And baby boomers and Gen-X'ers are using it as well.
Nowadays, video content is not just for millennials. It's for everyone.
Here's why:
Same Model, New Platform
The rise of the internet and personal smartphones did not eliminate the world's desire to watch TV. Companies like Netflix (and live streaming brands like YouTube TV) found a way to bring television to our smartphones.
So it's actually pretty simple. People are still watching just as much TV. They are just watching it in a different place. And Google/Ipsos says that more than 15 percent of baby boomers spend more time watching online video than TV.
This means that businesses that cater to the older generations can still use video content marketing to reach their audience.
At the end of the day, you'll want to give people what they're used to, just in a mobile way.
Here are some ways you can target generations other than millennials with video:
Engage People
People like watching videos because it holds their interest with very little effort on their part. The more engaging your videos are, the more people will share them with others.
Video has an innate ability to capture all the senses. Reading and listening, on the other hand, may cause a user to tune out without realizing it.
One study showed that over 80 percent of people will watch a video all the way through. Only 20 percent will read an article in its entirety.
Make It Mobile Friendly
Be sure to consider how your content performs on mobile devices. The days of watching videos solely on computers are gone. Nowadays, more and more people are turning to their smartphones to consume their content.
About 60% of boomers own a smartphone, and 73 percent use it daily. As video content marketing makes up more than one-third of all content consumed online, be sure people can enjoy your work on all devices.
Tell a Story
Your business or brand has a story. There's not a better medium to tell that story than through video content marketing.
Consider what your brand or business does. Share stories of how you helped people live better lives. Create an emotional connection to your work by being funny or creative with your content.
No matter what age your viewers are, people like to laugh. This is also what people are used to from years of watching standard television.
Give People Something to Recall
A huge benefit of video content marketing is that people tend to remember the things they watch. Think about it. How many silly-yet-catchy TV ads you can remember? Probably several.
One way you can ensure that people recall your videos is to stick to the same brand strategy.
This means your colors, textures, fonts, logos, and voice should remain consistent throughout your videos. Be sure to integrate music into your videos. Your audience will recall and engage with your content more. This will lead to increased leads and sales for your business.
And you can't go wrong no matter who your audience is by using these platforms:
Platforms For All:
YouTube
Do you know what the second biggest search engine in the world besides Google is?
It's YouTube. 24 percent of their searches come from baby boomers, and 37 percent from Generation X. So it isn't just millennials using YouTube.
This massive online video platform processes over three billion searches each month. It's more than AOL, Bing, Ask, and Yahoo combined. Over 100 million internet users watch at least one video online each day, and many of them use YouTube.
People of all ages love YouTube, so you should strongly consider it.
Facebook Video
As popular as YouTube is, Facebook Video is on the rise for video content marketing. Their integration of videos directly into the timeline makes watching videos a breeze.
YouTube has an external link that the user must wait for when loading. On Facebook, consumers simply scroll down their feed and can begin watching a video instantly.
Native videos on Facebook have 10 times more reach than embedded links to YouTube videos. There's a reason that marketers who use video on both platforms grow their revenue 49 percent more than those who don't.
Interestingly, 85 percent of videos on Facebook are watched without sound. Keep this in mind as you consider your options. Include subtitles if you choose this route.
Video Content Marketing Is the Way to Go!
No matter who your consumers are, now is the time to get on the video bandwagon. Don't wait until it's too late!
Wrapping Up
Online video content isn't just for millennials. In fact, video content has become the preferred medium for online content consumption, and it's only going to grow.
The key for any audience is to create compelling television for your viewers. People are still watching just as much TV, they are just doing it on their mobile devices.
The key things to remember are:
Engage users with videos that are interesting and easy to watch. People are likely to watch videos that stumble in front of their eyes.
Make sure your content is mobile friendly. Even boomers watch videos on their smartphones, so be sure your videos perform well everywhere.
Tell people a story about your brand. The more you can emotionally connect with your audience, the better.
And two surefire places where you can engage an audience - regardless of their age - are YouTube and Facebook.
Facebook Video is growing rapidly and makes video consumption an absolute breeze for consumers. This will benefit your brand significantly.
Give your audience something they'll remember, but also create content in ways they are used to.