Video is for everyone. It grabs attention, educates quickly, and entertains all ages. But the way in which each age group watches it differs. Which is why today we at Waves are taking a look at the past 4 generations, and how each of them consumes video content.
The Art of Communication
As with all brand marketing, great video starts and ends with good communication. Does your video convey a story? Does it explain its message effectively? If it doesn’t, no amount of creativity will matter. Why? Because your audience will have missed your point. Which is why knowing how best to communicate to (and with) them is so important.
Which brings us to the term “code switching”. You may already know it but essentially “code switching” means to “alternate between two or more languages in speech” during one conversation. Or, in a less formal sense, to adjust your pattern of speech to better communicate with your listener. This could be as simple as speaking more properly at a job interview or using more slang around your best buds. In short, we all “code switch” on a daily basis.
The same applies to your customer (or should, anyways). Are you effectively “code switching” when it comes to communicating with them through your video? How do they like to consume their information via video? And what information exactly are they looking for? This is what we’ll explore below.
The 4 Generations
Before we go more in depth on each of these specific groups, let’s clarify the generations to which we are referring.
- Gen Z. Born between the years 1997-2012, these people range from ages 12-27.
- Millenials. These folks are aged between 28-43, born from 1981-1996.
- Gen X. Born between 1965-1980, this group usually falls in the middle-age range, from 44-59.
- Boomers II. Last (but not least) this is our oldest group, ranging from 60-69, born between the years 1955-1964.
With this in mind, we can now move on to each generation’s general tendencies, to help set an overall guideline for your video creation.
Watching Habits of Each Generation
Think of each generation as an individual. 4 separate people, who were born into a world of very different technologies. Why, it wasn’t until the 1950’s that TVs were even in most American homes! On top of that, it was only about 30 years later in the ’80’s that the internet came into our lives. Suffice to say, everyone’s approach to video will vary, based on these stats alone. So, let’s start with our oldest crowd, Boomers II (hereto referred as just “Boomers”).
Every generation comes with its own stereotype, whether they are true or not. But it’s safe to objectively say this generation is the one with the least “know-how” when it comes to “technology” (aka video in our case). But don’t let this fool you as to their interest level. In fact, this survey states that 1 in 3 “Boomers” use YouTube to learn about a product or service. And, if they’re anything like my “Boomer” parents, they will be looking up tutorials on how to use something so as to not have to call their kids. 😉 In addition to this, up to 34% of Boomers watch news sites and apps on a daily basis, and over 53% watch videos online. In short, they love their educational video content, as well as being kept informed.
Generation X
When it comes to Gen. X, up to 90% of them own a smartphone. 76% of them use social media, with 74% of that group claiming it is an essential part of their daily life. Adding to this, up to 46% of Gen. X say they research local businesses on the daily. In short, they are active and engaged when it comes to online content. But what content specifically grasps their attention?
To begin, Gen. Xers are drawn to nostalgia. Remember, they were born when TV was definitely a thing, and also when the internet made its first appearance. They were there when it all started. So, tapping into TV references from the 80’s, or using 90’s music as your video’s soundtrack will very quickly resonate with them. Also, they’re bargain hunters. According to this report, Gen. X is the generation with the most credit card debt overall, so they’re looking for brands they can trust, who will deliver on value. In other words, when it comes to video they enjoy, get your solutions to them quickly, with a solid CTA at the end.
Millennials
This generation consumes their video content almost exclusively on smartphones. After all, they are the first generation to be born into the world of the cellphone. On top of this, up to 85% of them are reported to buy products after watching videos about them. Suffice to say, ensure your video content is phone-friendly.
Adding to this, Millennials are firm believers in a good cause. They value ethical business practices, and prefer to give business to brands that prioritize social justice. In short, step up to the plate and be vocal when it comes to your company’s stance on social issues and ethics.
Gen. Z
The youngest of our listed generations, Gen. Zers are the quickest to adapt to all modern technology (namely because they were born surrounded by it). In fact, they are the generation responsible for creating the phrase “Google it!“, highlighting their comfort level with the internet’s largest search engine.
That being said, up to 59% of their video consumption time is spent on social media. And almost half of all Gen. Zers spend at least 3-4 hours daily on varying platforms. They spend little to no time watching cable television, but instead prefer streaming services, all while still browsing the internet while doing so. In other words, with so much vying for their attention, it’s important to stand out with your marketing to gain it.
Lastly, based on their overall younger age range, Gen. Zers may not yet have the financial responsibilities of our older generations. Thus, their approach to video content will differ. Some of their topic-preferred viewing content would be unboxing videos and reviews, humorous videos, and short-form content.
Which Platforms Rank Best with Each Generation?
One of the most important decisions you will make when it comes to reaching specific generations of customers will be on where you post. To help give you current insights on how to decide this, we’ve attached this video short below.
Be sure to listen to your specific audience, and calculate the diversity of age within it. Use the above as a guideline but, of course, always engage directly with your customer. By viewing them as the unique individuals they are, you will only better understand their personal needs, and deliver solutions more effectively.