Millennials and Video Content Consumption

Research shows that Millennials love video content. That includes branded videos by companies promoting products and services.

The thing is, in general, people don’t like to watch advertisements or commercials.

So what is it about branded video content that Millenials like and don’t like.

This week, I have the challenge of producing a company video targeting Millenials on social media.

Like my other works, I have to immerse myself into the audience mind, so as to create content that captures their attention.

This is what I discovered about branded videos done right, especially on social media.

First, who are the Millenials?

Millennial

  • Millenials are the first generation to be complete digital natives.
  • Born between 1980 to 2000. Also known as Generation Y.
  • They look online to their social networks first for entertainment rather than TV.
  • They seek video first before any other type of content.
  • Prefers to comparison shop by watching product demos.
  • Follows brands and companies on YouTube.
  • Wants to participate in a brand’s marketing.
  • More likely to share videos about a product, service or company while shopping online.
  • More likely to watch a video from a brand if they receive it in an email.
  • Loses interest in the video if it’s too promotional.
  • Uses smartphones, tablets, laptops and desktop computers.
  • Strives for a healthier lifestyle and wants to align with an authentic cause.
  • Wants product or service that provide convenience.

Here’s how to craft your video content.

  • Don’t talk about your company.
  • Do make video content for the viewer, not the brand.
  • Do answer “What’s in it for me”. What makes your product or service special? What problem does it solve?
  • Create short 30 to 60 seconds bite-sized summarized engaging video content that answers questions and helps the viewer make decisions.
  • Create multiple short videos that speak about different aspects/features of your product or service.
  • Tell a story. Everyone enjoys a good story.
  • Don’t tell a story about your product or service.
  • Tell a story about how your product or service affects those who use it.
  • Don’t focus on a feature, focus on how the feature improves the life of the user.
  • Focus on the people behind the brand and their values.
  • Make an impact in the first ten seconds, before they get bored and click away.
  • Make the first ten seconds visually eye-catching and establish the main point.
  • Replace written content with video content.
  • Create quick “how-to” videos on using your product.
  • Film an opinionated review of other products that Millenials are interested in.
  • Include captions or transcripts, so they don’t have to turn on the volume. Most like to watch in silence.
  • Develop content that encourages shares.

Finally, this is not a one-size-fits-all finding. Millennials are evolving.

Are you a Millenial? Do the findings hold true?

Feel free to comment and ask questions.

Check out the gear I used to shoot a Social Video for a client…

Shooting a Professional Social Media Video

Adrian Lee
www.VIDEOLANE.com
Camera and Video Editing Training

 

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