Video is more significant to consumers than ever. But, the fact is that a number of small businesses are still not using video. Video content’s current popularity is due in part to the millennials and Gen Z consumers. These age groups are more connected to the internet than the older age groups and prefer to be entertained or learn new things from online videos.
Gen Z and Millennials prefer video content
It is important to meet your customers where they are because most people, young and old, are beginning to rely on marketing videos from brands, and more importantly, they prefer it! This is not the first Halloween we’ve told you not to be scared of video marketing!
What Types of Videos Do Your Customers Want?
Video is now accessible on all the major social media networks, everyone is relying more heavily on this type of content in their research phase of the buyer’s journey. Audiences want brands to give them information about their products or services in an easily digestible format.
With millennials nearing their 40’s and Gen Z beginning to gain full purchasing power, the brands are starting to realize that they need to market to these groups with video. In fact, about half of Gen Z and Millennials “don’t know how they’d get through life without video.”
Viewers Use Video to Relax and Unwind
Did you know that the number one reason people watch videos is to relax and unwind. But as a marketer, you shouldn’t put all of your time and money into just creating mindless content that will relax your viewers or give them a laugh. Make sure you provide content that is valuable and appeals to their interests or pain points.
Video Viewers are There to Learn
Aside from looking for escapism, viewers are motivated to watch content that teaches them new things. Another common reason for watching a video is, “it teaches me something new.”
Great Videos Can Be Made Anywhere
Your videos don’t have to be a big budget production either. We’ve talked before about the power of your phone that’s with you all the time. Effective marketing videos made anywhere can boost your level of brand awareness and the most important thing is to start. You’ll get better over time.
You don’t need expensive equipment or a large budget, just your phone.
And short videos are great especially for social media, but younger generations are also watching longer content. If your video captures viewers immediately, and then continues to offer entertaining, valuable, or interesting information throughout, these age groups will watch the whole thing — even if it is on the longer side.
Create a variety of long and short form content to appeal to your audience
The bottom line is this: video is here to stay. Not only do consumers prefer to learn about brands via video content, but they use it as a necessary tool in the information-gathering phase of the buyer’s journey.
You don’t need a high-priced video budget to succeed as a marketer. You just need to create content that engages, educates your audience, and you just need to start.
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