Who is the target for your video? It takes an understanding of how people buy. We know that people buy emotionally, not rationally. I know this to be true when I look at my auto loans each month. We also know that people don’t like to be sold to but they love to buy. Knowing that the buying process is emotionally based, let’s look at how we can use video and social media in our sales process to different generations.
Boomer: It is important to know that they are using social media. Social Media is where they can interact with their children and grandchildren. This is influencing their buying habits. It is why you’ll see so many Kia cars in the retirement communities. However, when you watch a Kia commercial, it’s obvious that boomers are not their target audience. While Boomers may not be your online video target audience, the videos that their children and grandchildren see are definitely influencing them. If want to reach the Boomers, a good place to start is by reaching their children and grandchildren.
Generation X: With the average age of the social media user being 41, this is an important group. This group watches online video. This group also views their marketing message from traditional media outlets, as well as social medias, and mobile. They use laptops and smartphones to make purchase decisions and they buy online.
Generation Y (also known as the Millennial Generation): cares more about image than value. They want products that convey and reward their success and personal achievement. They are more likely to buy a popular product, or any product, simply because it’s visually appealing. This means, when it comes to video, the product needs to look good and sound good. It needs to give them a sense of pride of ownership. While Generation Y is interested in social issues, they are less likely to make a buying decision based on those issues. They are social media savvy and they think that brands don’t do social media correctly. Your work is cut out for you if you want to create a video that will engage them emotionally and also be something that they will share. This goes back to the idea of telling a better story.
Generation Z: So who exactly is Generation Z? As with any generation line, it varies in who you ask. Some will say that Generation Z is anyone that was born after 1997. Others will say that it is only kids that, as of the writing of this blog, are between the ages of 7 and 13. I’ve actually heard it said that this generation is way less likely to be told ‘no’ when they ask their parents for something; which is great news for you if your are marketing something that they want! What is the best way to market to this generation? What do they like? What do they want? As with any kid, this generation likes to laugh. The majority of Generation Z kids like ads that are funny. Great examples of this are the Doritos and Geico commercials. Humor is a hard thing to do when you’re creating a commercial because humor is subjective. However, with kids, it’s a little easier. Spend some time with some 7-13 year olds and you’ll see what I mean.
The majority of Generation Z actually researches what they’re interested in online before they start bugging their parents to buy it for them. A lot of these kids have their own smart phones and other devises that allow them the opportunity to check out things that they’re interested in. These are tech savvy kids and if you want them to be aware of your products, it would be in your best interests have the products online for these kids to find and learn about!
What do all of these generational differences have in common when you are creating a video? Know your target market and know who they influence. Millennial and Generation X influence the Boomer Generation. Generation Z has huge sway with Millennial and Generation X. How can you use video to your best advantage to reach your target audience? Do you know your target market?