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Millennials and Corporate Videos: The Greatest Love of All

You must have noticed by now that corporate video production has become a go-to marketing strategy of nearly every company out there, big or small. But how much do you know about the largest group of corporate video consumers: the almighty millennials? It’s not at all surprising that companies love videos: from product promotion and brand building to employee recruitment and management training, there’s nothing a well-made corporate video can’t do. But what is it about corporate videos that appeals so much to young adults in the workplace?

First off, let’s talk numbers. Did you know that Baby Boomers are no longer the largest living age group in America? The post war babies have been officially surpassed by millennials – the generation born roughly between mid 1980s and early 2000s.  According to a recent report from the United States Census Bureau, millennials are now officially the largest living generation in the United States. There are now 75.4 million millennials living in the U.S., compared to 74.9 million Baby Boomers.

Millennials and Corporate Videos The Greatest Love of All

With a millennial (read consumer) population that big, it’s no wonder companies everywhere are falling over themselves to cater to the tastes of the young adults. So much so that marketers are now spending a whopping 500% more targeting millennials than all other age groups combined! And what’s the best way to appeal to young adults in the workforce or on their way to enter it? You guessed it: corporate video!

Lazy, entitled, self-indulgent, narcissistic, work-shy . . . these are just some of the many stereotypes about the millennial generation in the workplace. Like all stereotypes, these are both true and false. Sure, some millennials are some of those things some of the time, but a great many of them are no different than employees from any other age group. They want what all workers want: to do what they love, leave a positive mark on the company, and climb up the career ladder toward long-term financial security. There’s one thing though that sets young adults apart from other generations in the workplace: millennials LOVE videos. And that love is so strong that millennials are actually the biggest group of video consumers in America!


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For Baby Boomers, live television was once the Holy Grail of marketing, but millennials are like so over TV. Did you know that YouTube now reaches more young adults than all cable networks in the U.S. combined? Millennials don’t watch TV, they watch videos. Short, shareable videos. And it’s all thanks to smart devices attached to every millennial like a fifth limb. For companies, this means it’s never been easier to reach the millennial consumer base. 60% of millennials say they’d rather watch a corporate video than read a newsletter, while 7 out of 10 millennials watch a company video before making an online purchase.

Millennials and Corporate Videos The Greatest Love of All

Whether you choose to call them technology-dependent or tech-savvy, the fact is that millennials love using their fancy gadgets to watch videos on the daily. And you know that when a millennial loves something, a millennial needs to tell the whole world about it! One of the biggest advantages of corporate videos over more traditional marketing methods is their shareability, and millennials are your greatest allies when it comes to spreading the word. Not convinced? How about if we told you that millennials are 112% more likely to share videos than any other age group?

Besides shareability, it’s the short format of corporate videos that is right up millennials’ alley. In this topsy-turvy age of technology, we’re all starting to suffer from shortening attention spans. While attention spans of pretty much every age group are dwindling faster than ever, this is especially true of millennials. No reason to despair though! For company marketers looking to use videos to reach millennial consumers, this is actually great news. What better way to capture the attention of a scatterbrained millennial than with a short, engaging video?

While millennials certainly prefer their videos short, they also want their corporate video content personalized and unique. Millennials simply love videos that make them feel like they’re contributing to the larger story. Don’t expect to move your millennial audience to action with generic content: all you’ll get them to do is roll their eyes and smirk as they move on to the next piece of content being offered to them at every corner of the virtual world. Personalized corporate videos have higher engagement rates and millennials are more likely to take action if they feel that video content speaks directly to them.

Millennials and Corporate Videos The Greatest Love of All

Let’s put it this way: if you’re buying a house, it’s all about “location, location, location”, but when you’re marketing to millennials, it’s “personalization, personalization, personalization.” Whether it’s a staff recruitment video or a training video for new employees, corporate videos for millennials need to be original, fun, and engaging.

Take for example these three animated videos about higher education targeting young adults. Given that getting a higher education that leads to better employability is the biggest concern of millennials everywhere, these videos resonate with the young population by addressing their problems directly and offering practical solutions. These animated corporate videos are equally informative and fun to watch — a perfect combination for appealing to the hearts and minds of the terminally distracted millennials.

Now that millennials are officially the biggest generation in America, it’s worth repeating that they also represent the largest base of video enthusiasts among all other age groups. Millennials actually spend 48% more time watching videos than any other generation group in the United States. This is why companies that invest in a video production strategy developed with the millennial audiences in mind always reap the benefits in the long run.

The bottom line is this: corporate video production has found its most devoted consumers among the growing millennial generation. The short format of corporate videos appeals to millennials who want their information right here and right now. Corporate videos also allow you to tailor the content to your millennial audience in ways that traditional marketing strategies simply couldn’t. Ask any millennial and they’ll tell you: the age of traditional corporate newsletter is long gone. Today, it’s all about short and engaging video content.

Millennials and Corporate Videos The Greatest Love of All

There’s no denying it: millennials are simply obsessed with all things video! Why do you think corporate videos appeal so much to the young adults? Leave us your thoughts in the comment section below!

 

 

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The evolution of explaining things

You can’t fight Mother Nature. Humans like to explain things, humans want to explain things, always and everywhere. Since the dawn of time, mankind has striven to explain its own existence and that of the world around it.

It all started with symbols some 30.000 years ago when cave men and women painted drawings of what they saw, did, and experienced. Even today, researchers are trying to explain the meaning of drawings at Chauvet cave, the oldest found collection of prehistoric cave paintings, trying to figure out whether the abstract designs in cave, aside from many recognizable animals, depict a volcanic eruption. In 30.000 years, somehow it seems that we managed to make a full circle and come back to that simplicity of explaining things using pictures and symbols to explain complex ideas so they would be understandable to all.

drawings at Chauvet cave
marketing attempts of Alexander the Great

Let’s look back at the first marketing attempts of Alexander the Great, who, by the age of 25, had conquered Greece, Egypt, and Persia, creating an empire of 2 million square miles. So everyone had to know who he was, not just by name, but also by image. Right? And what he, and his later successors figured out is that the best way to do that is to put the face of Alexander the Great on coins. This was a mass communication medium used by ordinary people every day and was the best way to explain and affirm the ruler and his empire. So, it seems that explaining things is at the very core of our activities: „We may not best be described as Homo sapiens, but as Homo explanans – the creature who explains himself to himself, and who explains all the rest of the world in ways consistent with that explanation. We are the creatures who are apparently compelled to explain everything.“.


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Of course, over time, the techniques of communication, and thus explanation, changed. We invented languages that made our explanation endeavors easier; mass production of books for easier dissemination of ideas; we systemized schools to explain the world to those becoming part of it; invented radio and television and lastly – the internet.

So from the period that dates back just to last century, when it was difficult to find information we are now living in a world that is overwhelmed with information. This information-overload means EVERYTHING about ANYTHING is just a click away. However, it is not easy to navigate such a vast pool of information. Thus, we need to make things simple, catchy, and often short in order to be visible.

Even with these technological changes, the technology is just a platform; you still need good substance in order for it to “taste” good. Like a bottle of wine – if it ain’t good, nobody’s gonna drink it, no matter how good it looks. This substance is made out of information arranged in a way to be interesting and explain something. So, in other words, when you explain things you use building blocks of information. Let’s call them bricks. So you need a certain amount of bricks in order to build any story – whether it is written, audio, video, graphic, or speech. As any construction worker knows, first you have to have a solid base, so that the construction doesn’t fall apart. This is the lead and it is the bait that catches your public. From there, you add more bricks that will develop the issue that is being explained.

technological changes

And there are many options. However, in this vast virtual space the written word is often taking a back seat in comparison to something that is visual. A photograph, as the old saying goes, is worth a thousand words.  So what about video?  Recent reports show an evolution in a way that video is being consumed. It is one of the most demanding forms of expression. In order to reach the public, it has to be interesting, catchy, explanatory, motivational, and all of this in less than a minute. And the viewers have to be captured to make a decision to view the video based only on its title. But, if done well, it pays off, whether it is a citizen journalist filming a riot, or a company explaining a product, by growing in reach of public.

Any thoughts about how it would be more simple and more natural to explain subject-matter to the audience, apart from predominantly using motion? Let us know in the comments. And, as always, don’t forget to share!

If you’d like to learn more about explainer videos, go ahead and download our ebook!

The Ultimate Guide to Explainer Videos download

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How to grab attention using video

“Time is of the essence!” It sounds like a popular movie line, but how true it is! We’ve mentioned in a few of our previous articles that people nowadays don’t have time to waste any more, every second of their lives count. That’s why, you guessed it, people read less, and articles and texts with various subjects are no longer popular. In fact, a research has shown that people read only 18% of the articles they choose to look up.

That is why all of today’s information circulates in the form of a video. Explainer videos are no exception. As their name already says it, they serve one purpose: to spread information and introduce people to a topic, service or product.

But as everything today can be, and actually is, a video, how do you get people to watch yours and not some other from the millions out there? Here’s how to grab attention using video.

First of all, you have to make your it visually appealing to viewers. Make the very first shot captivating, glue people’s eyes to the screen, just like a journalist would with the help of a killer headline. Consider using the rule of thirds, a technique popularly used in photography, for that extra punch.

Here’s something mentioned in our article How to Easily Explain Your Business in a Fun Way: you need to do research about the audience you want to target, and find out what they would like to watch most. Put yourself in their shoes, and you’ll know in no time what’s interesting and what’s not.

what’s interesting and what’s not

Remember that a video is not just a tool for giving information. It creates an experience for viewers, appeals to their emotions, and the more they feel “moved” by it, the more they will remember about it. Videos educate consumers in a visual and friendly way, and they help the market and brand the company in a more memorable way. The more they like it, the greater the chance for them, or their friends, to come back and get in touch with you.


The Ultimate Guide to Explainer Videos download

Engage your audience instantaneously! Ask questions, speak directly, make them feel that you are a friend trying to help. The script of the video shouldn’t be too formal or hard, but conversational and easy to understand. The same as if you were talking to a friend of yours and are trying to explain something new to them.

Most think that a video’s plot should build up to a certain point, and then, in a cathartic explosion, reveal the main point behind everything. Well, not exactly. You should tell your viewers what they are watching straight away. The burger method (introducing the main theme layer by layer), does not work well with these videos. You have to hit them with your objective immediately, and then, your viewers will either hook, or you will lose them completely. But don’t worry about that, it’s better to keep a selected few who may become potential clients, than having millions who will drop off after the first couple of seconds. Besides, losing 20% of your audience after the first 7 seconds is normal, so don’t worry about that.

Designing your video for the drop off effect is good from a couple of aspects:

  1. The typical attention span of a net surfer is less than one of a goldfish, 8 seconds, so you might not want to wait that long to introduce your topic;
  2. It qualifies leads immediately, so people will know either to stay or leave;
  3. Producing for a drop off effect means having a short, concise and entertaining video, with no bad parts as they were all cut out to save time;
  4. With a short video, you don’t lose time, and respect your audience’s time too.

Lastly, keep in mind that, whatever video you make, it has to be top quality. The illustrations, the audio, the editing, everything has to be on spot. It’s your company’s CV after all, and you don’t want yourself to look bad now do you? And remember: if you keep your audience for the first 15 seconds, you’re likely to keep them for the entire duration of the video. Make that happen!

What would you use in your video to grab your audience’s attention? Do you think that designing your videos for the drop off effect is a good idea? Let us know in the comments below.

 
If you’d like to learn more about explainer videos, go ahead and download our ebook!

The Ultimate Guide to Explainer Videos download

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