Yes, videos are fast becoming the best way to connect with online audiences, no matter what kinds of videos you’re creating nor the types of audiences you’re trying to reach. But take it from us as veteran NY and NJ video production pros, they tend to work a little better with younger viewers.
It’s not that videos don’t present plenty of opportunities to connect with older audiences too, it’s just that younger people really like video. They crave it, whether they’re comparing products or services, trying to get a better feel for whatever it is they’re thinking of purchasing, or simply looking to be informed or entertained.
So, the only question is, how do you fine tune your videos for millennials and younger viewers so that they have a better chance of having a powerful impact? Well, there’s a lot to it, but the following tips should help.
1. Make a powerful first impression.
While it’s always important to get off to a good start and do all you can to grab the viewer’s attention as quickly as possible, that’s even more critical when the objective is to grab a younger viewer’s attention.
Millennials and younger people have notoriously shorter attention spans than older generations. They’ve grown up with the internet and its instantaneous access to information so they’re simply not as accustomed to waiting than others.
So, you need to make an impactful first impression in about 8 seconds or less, and it’s not just about surprising or shocking viewers so that they remember your video. You also need to give the viewer some clues as to what the video is actually about in that time too, and that can be a challenge.
And you need to think about the first impression of your content as well as of the purely visual aspect of your videos, and for more on making a powerful first impression fast, check out this post, The 8-Second Rule: How to Design Your Video Production to Grab Audience Attention Fast.
2. Highlight your human side.
In the old days you’d want to put all your focus and energy into ensuring that your videos did a good job of promoting your products, services, talents, etc. It was a purely promotional process and that was okay because that’s what audiences expected at the time, but times have changed.
We’ve been in video production in NY and NJ for long enough to know that younger audiences have practically no patience for purely promotional content nowadays, especially when it comes in the form of an online video. They have too many other options and it simply makes no sense for them to waste even a moment on content they don’t feel is authentic.
So, in order to give your videos a chance of having an impact with younger viewers, you need to start thinking about how you can highlight your or your brand’s voice and values instead of what it is you’re actually offering the viewer.
Whether you do that by doing a basic culture video, spotlighting different employees in your videos, showcasing a previous customer’s story, etc., the point is that the younger the viewer gets, the more likely he/she will expect some humanizing in your videos as opposed to simply selling.
3. Make everything easy.
Again, it’s always important to do everything in your power to make the process of actually watching your videos as easy as possible, but when it comes to younger viewers, it needs to be essentially effortless as that’s one of the biggest attractions of video to them.
Unlike the written word, video doesn’t typically require any cognitive effort to consume. The viewer can just sit back and let the video do all the imagining, and while that has its pros and cons, the bottom line is that you need to make everything as easy as possible if you’re trying to connect your videos with younger viewers.
And the thing is, young people use an increasingly large variety of devices to access videos now and won’t have much patience for any that won’t play on whatever device they’re using at any particular moment. And it’s not just the actual playing of the video either.
You also need to consider the fact that viewers could be anywhere when watching your videos and that you may need to take measures to ensure they can be understood without sound, whether you add captions or tell your story visually. For more on that, check out this post, Tips for Designing a Video Production to Succeed Without Sound or Dialogue.
Also, your videos need to be easy to share as well. There’s too much to gain in sharing and losing out to viewers who find your videos very sharable yet fail to pass them on to their circles because they couldn’t figure out how to do so quickly and gave up should be considered unacceptable.
4. Create testimonials and be consistent.
One type of video you should strongly consider creating when you’re trying to have an impact on younger viewers is the video testimonial. Give real customers, fans, and followers the chance to express their feelings on their experience with you and your content.
Young viewers will appreciate hearing from others who were once in their position because there’s an inherent trust factor and video reviews are a great way to grab their attention. For more on that, check out this previous article, Learn How to Do Video Testimonials the Right Way.
From there, all the basics apply when it comes to connecting with millennials and younger audiences, including achieving some level of consistency with your videos. If young viewers can come to expect reliable, consistently high-quality videos from you that are genuinely relevant and interesting to them in some way, they’ll come back, and they’ll keep coming back, and that’s a good thing.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video production, a commercial, a feature film, etc., KVibe creates to inspire.