With over one billion users on YouTube, it’s easy to see that video content isn’t going anywhere soon. In fact, as Gen Y and Gen Z continue to explore their own spending power, brands have discovered that video content is often the preferred medium for engagement.
Does that mean you should set out right away to start creating video content for your buyers? Well, possibly. But before you do, you should make sure you know those buyers well, because each generation wants something a little different from their video.
Who’s Watching?
It’s safe to say that Generations X, Y, and Z all find video content to be valuable. However, Gen Z is more likely to be found on YouTube than Gen X, with 70% of teens and young adults visiting the video site daily. Still, 35% of Gen X stops by daily, 31% several times per week, and 22% are watching several times per month.
In other words, everyone’s watching, from teens to men and women in their mid-forties. If you’re looking to get your products or services in front of buyers within this age range, then you can’t go wrong with video.
What Are They Watching?
So, now that you know who’s most likely to watch your videos, you probably need to know what type of videos to make. Not everyone is likely to watch the same type, so your content should be geared toward your target audience.
For instance, Gen X and Gen Y, or Millennials, still like to see tutorials and how-to videos. Generation Z, however, prefers to watch unboxing videos or “haul” videos, where brands are displayed by influencers. All of the generational groups still want to see product reviews, though. No matter who you’re trying to reach, they want to know if your products work.
Where Are They Watching?
As with the types of videos consumed, the generation also determines where they’ll consume them. YouTube is the biggest platform, as you might guess, with 78% of Generation X, 86% of Millennials, and 93% of Generation Z using it.
Other platforms, however, shift in popularity according to the age of the user. For instance, Generation Z doesn’t really seem to use Facebook for video consumption, while 57% of Generation X is still checking out videos on the social network. If you want Generation Z, you have to go to Snapchat, where 41% of Generation Z checks out video content.
The real surprise, perhaps, is that Instagram is a big favorite among all three generations, especially with the new Instagram Stories feature.
There’s no question that video content is an excellent tool for reaching your audience, regardless of their ages. However, understanding that audience will definitely help you target the types of videos and the platform for sharing so that you can always experience the best possible engagement with your buyers.
If you’d like to explore your audience for video marketing campaigns, let us know. We’re happy to help you create marketing that will resonate with your buyers.
