The One Mistake Marketers Make with Millennials
I’ve heard many organizations, from manufacturers to nonprofits, say that they have difficulty communicating with millennials. Yet when asked if they use video for messaging, the answer is usually an emphatic no.
Britecove conducted a Video Marketing Survey last year, and the findings show video is a powerful medium. The most astonishing data point is that 85% of millennials have purchased a product after watching a video (76% of all consumers).
The respondents also reported in the research that videos are the most memorable form of content, ranking higher than all static ads. Consumers also said (53%) that they have engaged with a brand after watching a video on social media. More than 20% said they visited a brand’s website after viewing a video, and 20% said they conducted more research online because of a video.
So if you’re trying to engage millennials, expand your video library, from how-to videos to testimonials. Don’t make the mistake that they are ready to read your content. They are ready to watch.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.
After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.
He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”
Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”
One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.
Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.
Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.