3310 versus smartphone
Although we are a young team - only three have crossed the thirty treshold - there are differences amongst the team when it comes to knowledge of films, attitude towards Tinder and news consumption. The oldest amongst us tell us stories of how they made their own mixed tapes to win over their first love, how they spent years of their life without the internet playing snake on their Nokia 3310, while those in their salad days are glued to their smartphones and type faster than Siri can talk. As video makers, these differences triggered us to think about how different generations deal with video.
Generations are obviously made up of many different types of people making it impossible to generalise who they are and how they go about yet alone give a definitive guide on how to market to them. However, belonging to a generation means sharing some unique expectations, experiences and histories that shape who we are. Generation marketing grasps these vague experiences and translates them to targeting and messaging theories.
The younger the generation, the more video
When it comes to video marketing, or online marketing, we need to have a look at the generation’s media consumption habits: how, when, where and so on. Of course the messaging is a separate story altogether, for now we’ll stick to the other factors and see how their tech consumption habits can affect your video marketing strategy. One important give away, the younger the generation is the more likely they are to watch videos.
Video marketing to Gen X
Generation X adores the online world, and basically anything that goes with it: the cool smartphones, social networking platforms and online shopping hit high on their list. Understandably, they’re the ones who grew up disconnected and can truly appreciate the convenience of the online world. They’re also way more excited about social networking, re-connecting with long lost camp buddies, hitting up recipes on their phone and learning new things online. Their digital video consumption habits are pretty impressive.
- Video is definitely a way to go: over 75% of GenXers stream or download a video at least once a month not to mention they are the largest online video audience
- Send them a personalised e-mail: while GenY and GenZ will most likely report spam straight away, Gen X will take the time and read through attentively especially if there’s a video in there too!
- Engage on Facebook, it’s massive!
- Be educational: a generation that loves to learn and is curious about the world will want to have some form of “edutainment”
Video marketing to Gen Y
Generation Y grew up with the Internet expanding. If you are one, you probably remember your first hotmail account, chatroom experiences and marvelling at how much better school homework is going to be when they don’t have to hit up the encyclopaedias at the school library any longer. In terms of online marketing, while they’re active, they’re also suspicious so you better step up the game.
- Video is king for Millenials! They want truth and authenticity and a taste of realness. Video can do all of that.
- If you send an e-mail include a video: 1 in 2 Millenials will read the email if there’s a video in it
- They watch way more video on their mobile: almost half of all video consumed is on a smartphone
- They’re You Tubers: ¾ of them follow brand channels
- But make sure you’re present on Twitter, Instagram and Facebook too
- They like demos and testimonials (who doesn’t): you need to keep it honest and appeal to their critical side
Video marketing to Gen Z:
Generation Z doesn’t really remember the pain of hitting up dictionaries or the fact that you needed to take a map, a real map on the road trip. They were born with the online world at their fingertips, fully naturally accustomed to living in a digital space.
When it comes to privacy though there is a very significant change in how Z interacts as opposed to the older ones. After the explosion of Facebook on Gen Y (which later caught on to Gen X of course) the younger ones seem to be more cautious. No wonder Facebook lost over 25% of this demographic in the past years while Twitter and YouTube soared!
- Video is pretty big again: on average teenagers of Gen Z consume 12+ hours of “free” video a week, 85% of it on YouTube
- If you opt for social media distributing your video on Twitter is best, over half of the total Twitter users are from Generation Z!
- They adore and religiously follow online celebrities so why not engage via the established celebs and partner up?
- Get the true connection: engage and speak to them authentically
- Involve them: user generated content can be the biggest hit with this generation
It can never be truth carved in stone, but we do hope you got the gist of generation marketing with videos. Have a talk with your team and see how different ages within react on online videos. We're eager to hear the outcome!
(source GIF: ThumbNation)