A Lesson on Video Marketing and Millennials

What can Millennials or the Gen Z’ers teach us about video marketing that we don’t already know or haven’t already seemed to figure out? It would appear there’s actually quite a lot that we can learn about Video Marketing and Millennials.

In fact, in this lesson on Video Marketing and Millennials, we approach key details relative to the statistics surrounding video marketing in today’s society, how to get video content to resonate with Millennials, and what Video Marketing and Millennials have in common.

Video Marketing Statistics

The digital marketing landscape has certainly changed over the past several years and where video was once only something that big brands could afford, it now represents the #1 type of content consumed online accounting for 82% of all internet traffic and searches on a daily basis. If Millennials have taught us anything, it’s that this generation cannot live without video content!

Not only do consumers engage in an average of 100 minutes of video content online daily, there are more than 5.11 billion unique mobile users worldwide and the majority of them have an internet connection that allows them access to such video. Millennials have a very clear preference for video content and it shows across the newest social media apps and search engines that these individuals are most likely to use including Instagram, TikTok, and YouTube as well as various others.

Video content is preferred by Millennials. Consider the following statistics as proof:

• Facebook receives 8 billion video views per day.
• TikTok received 1 million video views per day the first year it was in operation.
• TikTok currently receives more than 1 billion video views each day as of 2021.
• More than 1 billion hours of video are watched each day on YouTube.

Not only do millennials prefer video, they trust it. In fact, 40% of Millennials claim they trust what they see and hear in video. Therefore, when it comes to Video Marketing and Millennials it’s hard to say anything other than the fact that Millennials are really the reason that video marketing has so quickly become such a powerful force online.

Video Marketing Tips from Millennials

Let’s take a look at some of the most valuable or useful tips that Millennials have had when it comes to video marketing. After all, Video Marketing and Millennials appear to go hand-in-hand with one another so it only makes sense to review the lessons behind video that this group of video consumers has to offer.

Short Video Content is King

Millennials have proven faster than any other generation that not only is content king, but short video content is king! Keeping videos short and engaging over anything else will be key to success for most brands. Millennials have shown that the average user attention span of 8 seconds is not only here to stay, it could even be getting shorter as we speak.  Expect the next generation to potentially have an even shorter attention span which means brands will need to focus on creating even shorter, more engaging video content in the coming years.

Millennials have proven their love for short video content. With Snapchat and TikTok keeping most videos to 60 seconds or less, and other brands such as YouTube following suit with “shorts.” Short video content is definitely here to stay!

Millennials Love Practical Content

The typical marketing message won’t always work with the Millennial crowd. They want something more from brands and business. They’re looking for practical content that is entertaining and informative. Millennials are not likely to respond to the same type of aggressive advertising that was once so powerful among networks. Instead, they’re looking for things like makeup hacks, how-to videos, lifestyle advice, and content that they can resonate with and gain value from.

Authenticity is Important

Another key area of importance in Video Marketing and Millennials is authenticity. This crowd spends so much time engaging in video content, but they are focused on more than just watching and learning. They want you to be authentic. They want to feel personally connected to your business or brand.

Today’s Millennials are the influencers and the followers that are seeking out high-quality, ultra-personal, high-impact connecting content that they feel is authentic to the brands or businesses they love.

Values & Emotions are Key

When it comes to Video Marketing and Millennials, values and emotions are more important than they ever were before to marketing. Millennials are looking for brands that they can connect with on a very emotional and personal level. They want to share the same core values, missions, and underlying goals. They want to know that the brands they follow practice what they preach. Now more than ever, video marketing has something to prove to the Millennial audience, and that’s that the brands producing video content on a regular basis are as connected emotionally to their audience as they are to their own friends and families.

So, what can Video Marketing and Millennials teach us that we don’t already know? That the best content, the most valuable content, is that which is emotionally connecting, authentic, and true to the brand as it is to the consumer. That video content is here to stay, and that keeping it short and engaging is absolutely a must!