Millennials, more so than any previous generation, are aware of their intrinsic value as consumers and are more open to marketing that adds real value to their lives. They are also more likely to watch digital video, as eMarketer predicts that this year there will be 78 million millennial digital video viewers, representing more than 92% of all U.S. Millennial internet users1. Luckily, advertisers have a seemingly infinite number of ways to customize video experiences to connect with Millennials by putting them in control of their own experiences and customizing outcomes based on their behaviors and choices.
Here are three basic rules for creating a video marketing strategy for an audience that demands personalization:
1. Give them a reason to spend more time with your brand. One way brands are using advanced video is to integrate sought-after content directly within the ad—to keep audiences within the experience rather than pushing them out to a microsite. Brands add features like social media feeds, store locators, additional video content, product try-ons, etc. to immediately show their value right then and there. Bringing the experience to consumers, and not the reverse, puts them firmly in the driver’s seat to explore more of what they want to see.
2. Use their data to provide more value to them. It’s no secret that companies collect audience data and that Millennials, more than most, accept this—as long as they reap the rewards. There is so much content out there that Millennials only want content that is personalized to their interests and needs.
Interactive video helps brands create targeted content followed by engaging experiences tailored specifically for individual users. For example, if a video recognizes that a consumer previously researched a product, it can dynamically populate a call-to-action for an offer, a store locator map, or other means of moving that user from awareness to actual purchase.
3. Encourage participation. Whether it be providing an amazing user experience that invites Millennials to be entertained or educated by interacting with a video ad, or encouraging them to share opinions on social media, brands have a lot more opportunity to create conversations with their target audiences. Interactive video prompts conversations by incorporating social feeds right in the unit, so audiences can take action and say what’s on their minds, in the moment.
It used to be a lot more difficult to get customer champions to speak up on behalf of their favorite brands. But, today’s Millennials are primed and ready to do that, as long as advertisers give them the tools to join the story. By combining the power of television with the interactivity of the web, brand can transform a passive audience base into an active audience full of brand advocates.
For more examples on how to create engaging, entertaining, and share-worthy videos, download our Marketer’s Guide to Advanced Video ebook.
1eMarketer, July 2015