Millennial Marketing is Video Marketing

It's no secret, mobile video is driving the future of brand marketing. Especially User generated video content (UGVC). This is because Millennials trust each other, more than they do brands and because in the attention & reputation economy, video is winning out as the channel of choice. Besides targeting Millennials via SMS, what better way than to get their attention? Why would I want to read about a product, if I can see my peers and those like me using it and reviewing it themselves?

Video and story-telling via videography is for all intents and purposes, the future of content and the new way to do branding. If you are not doing this in 2016, you are behind the times. On Mobile optimized sites, you'll want your case studies, testimonials and about us all to be in video format. 

You'll want your brand's app to have a video upload feature for your brand advocates. This will help build your brand with content curated from your brand advocates that is really the way to go for a majority of products for Millennials. This is because your top 5% of influencers will drive the majority of your reach. Video content is one of the most effective ways to reach Millennials. To do social media marketing right in 2016, you have to know how to plug into and fuel your brand advocates and distribute their buzz, it's not about you, it's about the user experience. 

• Consider high frequency video content like micro-video. 
• Consider branded campaigns done via Video, that have the opportunity to go viral and contribute to real-time real-world social causes. 
• Do video story-telling that demonstrates your brand's commitment to contributing to a more authentic world. 

My friends at Pixlee, have a free analytics tool for Instagram, that can help you marry the highest engagement form of content video, with the current highest engagement platform, Instagram. 

• 80 percent of millennials consider video content when researching a purchase decision
• 7 out of 10 millennials are likely to watch a company video when shopping online
• 76 percent of millennials follow brands on YouTube
• 60 percent of millennials prefer to watch a company video over reading a company newsletter. 

A curious thing happens when we are watching video on our mobile phone, we are more focused on it. 

This is why the idea of micro-video content is so useful, its ability to out compete other content channels in the 2016 attention economy. When we are doing search and in a hurry, we don't have time to read your landing pages, your product pages, we need customer testimonials now, that' why we go on YouTube to search your products. What we have to recognize, is how differently Millennials move through the purchasing process. Whether it's via Ecommerce or looking for a promotion via coupons, chances are, it's going to be on a mobile device. Digital video penetration is about 92.5% for Millennials in 2015. 

Now tell me why you aren't investing in Video marketing as part of your content marketing strategy? I'm going to blog more on this topic soon, so stay tuned. 

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Michael Spencer helps companies improve their content marketing, blogs, social media & video marketing initiatives. If you are a startup or SMB or local to Montreal, you may want to outsource some of your digital marketing needs whether it be blogging, content marketing or social media. 

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