In today’s episode, we’re talking about how 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. 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!
Links in this episode: How Video Consumption is Changing in 2021 [New Research]
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. In today’s Tech News Tuesday episode, we’re talking about how video consumption has changed. The one thing for sure is that video is more important to consumers than ever, but this is not the first Halloween we’ve told you not to be scared of video marketing!
Bob: That’s right Donna, but a number of small businesses are still not using video. But it is important to meet your customers where they are. 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.
Donna: True, but most people, young and old, are beginning to rely on marketing videos from brands. Mostly because 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.
Bob: Yes, and with millennials nearing the age 40 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, a recent survey said that half of Gen Z and Millennials “don’t know how they’d get through life without video.”
Donna: That same survey revealed 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. But, you do wanna keep this in mind that many viewers are still looking to be entertained or intrigued by your content and make sure you work that into your overall strategy.
Bob: Aside from looking for escapism, viewers are motivated to watch content that teaches them new things. The second most common reason for watching a video is, “it teaches me something new.”
Donna: And, this really is where the opportunity for marketers is. 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.
Bob: 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.
Donna: 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.
Bob: That’s it for today’s episode. You can find the link to the Hubspot article, and a transcript of today’s podcast, at DelosInc.com/209. And don’t forget to subscribe, so you don’t miss out on our actionable digital marketing tips to grow your organization.