Marketing has evolved so much that if in the past professionals “forced” products on consumers, today’s actions are seeking opportunities to interact with the public more than ever. Proof of this lies in the growth of strategies that appeal to consumer’s emotions.
The increasing popularity of video marketing has been proven in a study conducted by Wyzowl. According to the study, in early 2017 63% of companies used video as a marketing tool. By 2018, the number rose to 81%. Now, in 2019, the number increased to 87%.
If you’re still not convinced, then how about this: Cisco predicts that video will represent 82% of all Internet traffic by 2021. This data makes complete sense since videos can impact much more than just an image or text.
Its visuals elements, coupled with a good story, are able to retain the public’s attention. And with more and more distractions around us, attention has become priceless, especially among millennials.
Millennials and the benefits of video marketing
We already know that millennials – people between 18 and 35 – have changed their consuming habits. What many companies have not realized is that in this generation, along with consumers, there there are also brand advocates.
According to a Brightcove Survey, 76% of consumers and 85% of millennials say they bought a product or service after watching a video.
The benefits of video marketing go even further. For 21% of consumers and 29% of millennials, videos have proved to be the most memorable form of content. Compared to other advertising formats, it is the most attractive form for 56% of millennials.
As we know, this generation likes social networks. Therefore, the saying “if it is not mobile and social, it is not happening” applies here.
This is one of the key benefits of video marketing that grabs the attention of millennials: videos can be shared on social networks. In other words, in a matter of seconds and with just a click of the share button a marketing campaign can go viral.
So even though millennials aren’t exactly the consumer of a specific product, they can make a campaign go a long way. But of course, it’s not enough to simply launch a video marketing strategy and wait for the magic to happen. It is crucial to add two basic ingredients.
Two characteristics of videos for millennials
The benefits of video marketing will only be felt by this generation if they:
1 – Are the center of attention
One of the easiest ways to use the benefits of millennial video marketing is to put the power in the hands of these consumers. How? Making viewers feel as if they are part of the story being featured in the video.
360-degree videos and technologies like Augmented Reality are, in addition to captivating, very effective in this task.
2 – Keep their attention
Millennials are known to have difficulty keeping their focus. Therefore, to prevent them from getting bored and drifting away, the first few seconds of the video need to make a big impact.
Make sure your video is visually appealing and engaging from the very beginning. Photorealistic 3D can take care of this, as you can see in this video from Jacto.
To reap the benefits of video marketing for millennials, remember to fully invoke people’s emotions. Tell stories, showcase your business and products, and most importantly, engage your audience.
Keep in mind, too, that with attention increasingly being a luxury item, the purpose of campaigns goes beyond attraction: one must think of strategies that keep the audience interested until the very end.
‘Till next time!