The Power of Video for Marketing to Millennial Decision-Makers

Image of millennial businesspeople

In case you missed it, Gen Y surpassed Gen X’s share of the workforce a pair of years in the past. IDG just lately revealed a report, Marketing Your Technology to Millennials, on communication preferences of 20–30-somethings as IT decision-makers (ITDMs). Here are a number of highlights from IDG’s findings with respect to movies for advertising and marketing to millennials in IT.

97% watch tech-related movies

In normal, millennials use fewer sources of info than their colleagues. It’s not that they’re uninterested or negligent — they might spend extra time doing analysis, however they’re much less seemingly to learn your white paper or go to your web site. On the plus facet (for us video specialists :-), 97% of millennial ITDMs reported watching a tech-related video previously three months. This consists of how-to’s, subject-matter professional interviews, tech analyst reviews, and product critiques.

Chart: How much time do millennials spend watching technology business videoMillennials get rather a lot their details about know-how, private and IT-related, from video. Source: IDG: Marketing Your Technology to Millennials.

It’s value noting that “tech-related videos” likely consists of product critiques and unboxing movies on well-liked channels like Marques Brownlee and UnboxTherapy, so rather a lot of this viewing likely goes to private know-how options (telephones and drones), not the kind of enterprise know-how options we concentrate on.

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For technology-related movies, YouTube guidelines

YouTube is prime vacation spot for viewing technology-related movies (79%), adopted by vendor web sites (64%) and tech content material websites (58%), and social feeds (34%). Social-feeds-wise, it’s value noting that this group makes use of LinkedIn for enterprise way more than Facebook, Twitter, or YouTube. Vendor gross sales groups ought to take benefit by posting (and reposting) related movies routinely.

On a facet observe, the report factors out that millennials are extra seemingly to belief sources that seem within the first web page of their search outcomes (36% vs. 16% general). So video can can assist with belief points, too, since Google search outcomes have a tendency to favor YouTube video. Even if you happen to want to host your movies elsewhere, don’t ignore YouTube. And you may want flip up the vitality degree of your product demo movies a notch or two, given the predominant model of tech movies there.

Other important stats

Millennial IT decision-makers aren’t any totally different from their colleagues, and, like the remainder of us shoppers, they worth a constant and related shopping for expertise throughout channels.

  • They obtain a mean of eight items of informational content material through the buy course of
  • 83% say they like distributors who educate them via every stage of the choice course of
  • 63% want video or webinar demonstrations of merchandise

The knowledge provides up to this: know-how answer distributors who need to talk higher with millennials on the shopping for workforce ought to 1) make extra movies attuned to later levels of the gross sales course of; and a pair of) make extra user-friendly interactive demo movies with chapters, annotations and tales.

Source hyperlink Video Marketing News

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