Millennials born between 1980 and 2000, are a segment of the population that grew up in a period of profound change within society. Many of them, especially those born in the second half of this period, grew up alongside the internet, and as a result, their lives and behaviour are more heavily influenced by it than older generations.
And as time marches on, this generation is quickly becoming the predominant group at which marketers and promoters are focusing their attention. TV is no longer the preferred medium through which they consume ads, shifting instead towards the internet. Social media plays a vital role in a typical millennial’s life, and it is precisely here that marketers need to engage with them.
There are, nevertheless, some essential elements that video content on social media needs to have to become appealing to this demographic. Before we get into any detail, two words perfectly exemplify this engagement and should be on every marketer’s mind – versatility and convenience.
Global mobile data traffic is expected to increase nearly sevenfold from 2016 to 2021, accounting for 49.7% of all web page views worldwide in 2017. When combined with the fact that video is expected to represent over 80% of all customer-oriented internet content by 2021, designing your marketing videos to be mobile friendly is a must. Millennials consume more video content on their smartphones than any other generation, with 81% saying that they watch news videos on a monthly basis.
Be Informative with Your Videos.
When creating video content for millennials, do not just promote but also inform. As it turns out, this generation uses internet videos to learn or improve their skills. With over 65% of millennials watching YouTube videos for precisely this reason, how-to videos are a great way to make your brand noticed among the masses.
Grab their Attention.
Many have concluded that millennials have a short attention span, but fortunately, this is not the case. What’s causing this misconception is the overwhelming amount of content out there. As a result, you will have to give your videos a captivating caption, and an eye-catching thumbnail otherwise risks your audience scrolling past your video.
As mentioned above, there is already a staggering amount of content on the internet. It is somewhat safe to say that everything that can be said has already been said and the only way to make an impression in this day and age is to be genuine. Now, we’re not talking about reinventing the wheel or anything like that, frame whatever subject you are covering in a way that reflects more about your brand’s culture that is unique to you.
Keep it Short.
In this fast-paced world, video length is of the utmost importance. Marketing videos, in particular, need to be short and to the point; otherwise, people may lose interest. As it turns out, the ideal video length should be anywhere from 30 seconds to two minutes long, with the call-to-action appearing in the first half minute.
These, of course, differ from one social platform to the next, depending on what that social platform is about. As a general rule of thumb, videos on Instagram should be 30 seconds long; those on Twitter should be around 45 seconds, Facebook’s videos about one minute, and on YouTube, approximately 2 minutes.
Millennials are all about social media, and video content is quickly becoming the norm. Investing in a video should, thus, be a critical element that no marketer should go without.
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