Video and Mobile are the most important content discovery digital tools and channels for Millennials. According to a study by Animoto,
- 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
Match Product Mix To Your Target Audience
According to Nielsen research, Many Millennials frequent WalMart, however Target is the preferred brand for Upscale Millennials. Target has focused on capturing the upscale Millennial market with a strategy focused on designer partnerships and niche home product lines. Depending on your Brand’s strategy plan an engagement strategy for sharing products that your target audience is most likely to be interested in. Use Video as far as possible in your brand site, as Millennials prefer to watch a video than read a catalog and 80 percent Millennials, view a video about the product while researching the product.
Media Strategy Based On Audience’s Viewing Habits
According to Google Insights, Millennials view video content from Smartphones and brands targeting audiences with mobile video creative are most likely to engage and deepen social media engagement.
According to Social Bakers Brand posts achieve 24 percent impressions from Viral i.e. shared media and Organic reach unlike Media publishers posts where 98 percent posts are viral or organic. Therefore for Brands promoting posts and advertising on social networks is important to achieve the share of visibility targets. Also, nearly 80 percent Millennials have liked a video post which makes for a better interaction rate.
Target’s strategy of focusing on Niche products and promoting products with Video advertising and Social Media posts seems to have paid off with a growth in subscribers and YouTube video views and Facebook Fans.
Target’s Facebook social media posts are a combination of useful content in video format and Black Friday deals. Overall Target increased Digital’s share of media spend by 30 percent for holiday season.
Make Video Content That Resonates
Target has followed Brand Storytelling approach that engages users with an approach that cues in great offers and deals for Holiday Season and followed it up with a promotional video spot that announces Ten Days of Deals, with the Gingerbread Man reading the weather forecast.
Use Influencer Marketing
Create an influencer marketing program for your brand that lets audiences draw upon useful tips, How-to’s and ideas. The Home Depot that has higher on average video views has a successful Content Strategy that features content which audiences find useful. To increase the trust for Brand’s Content The Home Depot uses Influencers successfully to get the content discovered , viewed and shared. The Home Depot Influencer Marketing program engaged Martha Stewart, for tips on Seasonal Decor Ideas including DIY content such as making a cupcake stand.
In another example from Walmart Food Hacks are gaining popularity with simple to-do recipes for Holiday Season. For your content to be shared, content relevance is key for gaining the audience attention and time.