In a
study by Brightcove & YouGov released this week, 85% of Millennials
reported purchasing a product or service after viewing a video (versus 76% for
all adults.) And 66% of Millennials have engaged with a brand after viewing a video on
social media (versus 53% for all adults.) (Brightcove, 2018)
56% of
Millennials said that video is more engaging than other forms of content versus
45% of consumers overall. And, 46% say
it's their preferred format versus 36% of all respondents. (Schultz, 2018)
So, what do you think? Have you purchased something or checked out a
brand online after viewing a video?
Where did you see the video? What
type of video was it? Did it demonstrate
the product or unbox it? Or did it share
stories? Was it a recommendation from a
Vlogger? Or something else?
Do you find video more engaging than other forms of
content? Why or why not? How might your feelings be related to our
discussions about persuasion techniques and personality type? And why do you think both action and
preference are higher for Millennials than other generations?
(2018, November 6) New Research from Brightcove Finds
Video Content Impacts Product and Service Purchases, Particularly by Millennial
Consumers. www.brightcove.com. Retrieved
November 8, 2018, from
7 comments:
When I was reading this, the first thing that I thought of is the recent trend in integrating video in the carousel of images on product pages. Whenever I am looking at product images and I see that the product has a video, I always watch it as I feel it portrays a more accurate view of the product with additional detail. Sometimes images can distort size and other factors and I view video as more accurate.
I find that video does a great job of giving you the main facts quickly without the consumer doing any work. This is appealing to marketers as you want to make receiving information the easiest you possibly can.
I think that by watching a video before a product as usually seen as commercials are more persuasive than other forms of content.A persuasive technique when showing video content is by using storytelling. storytelling brings the product to life and in a snap of a finger that act as catalyst to the consumers decision-making process. In my opinion storytelling always brings me into the commercial and catches my utmost focus. Products need to be able to sell and the consumer is only going to be interested in it if they see something they like about it through the use of video and demonstration.
When it comes to skincare and makeup I tend to research a lot before buying. I always look at different vloggers and view their tutorials and listen to their reviews of the different products. Their opinion and review often determines if I buy a product or not. I also really like when fashion online retailers have videos of the model wearing the item. Although this content is made by the seller I still feel like they are more telling than a picture. I do however, not trust sponsored videos, if it's vloggers or content from the sponsor as I feel that they lack authenticity.
I find video more engaging, and as mentioned before, more telling about a product. You get to see it from all different angles, hear someones opinion and see it being tried out. Everything you could do yourself if purchased. Looking at my personality type, it makes sense that I would fall into the trap of video marketing as I like to buy things that other people like or approve of. I also like to build relationships with brands, something I think is done well with this type of content. I think the action and preference are higher for Millennials because we like the authenticity and "raw" take on marketing. We spend a lot of our time online and do good research, there are so many options out there today that Millennials have become great at sourcing out the good from the bad.
Video contents attract the attention of Millennials effectively and most millennials prefer video ads than other formats of ads. It is because the young generation, millennials are more emotional than the older generations. The millennials and even younger generation prefer the storytelling contents which are touched or very cool. They like the storytelling media and they would be influenced by the story content much easier than the older generation.
For example, the young boy would be influenced by the hero in a movie, like Superman. A boy would think about how to be a hero like a Superman or try to act as Superman after he watched the movie, Superman. Also, a girl would think about to meet her Prince Charming after she watched a Romantic movie. However, we become less and less emotional as we grow older and older.
Thus, the video ads would attract Millennials more effectively than other generations.
Although the video ads are engaging to millennials, there is one problem about videos ads. That is the length of the video. Millennials are impatient, and they will not spend more than two or three minutes to watch a video ad unless the video ad is very interesting to them. Thus, if the target audience is millennials, the video ad should not be too long.
Guo Yu
I'm a type of people who really like to shop online, even it has physical store. When I'm purchasing an item online, I would like to view a video about this product since it is easy to find out the product quality and the exact appearance. I could always find those videos on instagram. People loved to share their experience about what they bought. They would provide their feelings and thoughts about this product, which makes me feel more reliable. I find it more engaging than other forms of content because it shows me s real thing. I would confused about the outlook sometimes, but if it contains a video on it's website, I feel more willing to consider this product compare with another one without video description.
A lot of fast fashion e-commerce websites have incorporated a video of the model walking around in the garment you are looking at. Perhaps having that video there increases the probability that the shopper will buy the item if they see it interacting with a model in a video rather than just in a photograph. Advertising a product through video gives the brand more angles to relate to the viewer such as the music choice. Videos can oftentimes make a product more transparent, a quality many millennials find important when it comes to purchasing a product. It is not as easy photoshopping a video as it is photoshopping a photograph. For example, watching a beauty blogger post a video using an eyeshadow shade that I am considering buying convinces me not only that the eyeshadow is good quality, but that the ads posted by the brand that were not video content meet the viewers expectations.
Seeing a product being interacted with in video form is more engaging to the viewer because, as previously mentioned, it allows for the company or brand to market toward their target in ways that a photograph does not allow. Music can very easily define and attract a particular target, just as an influencer or celebrity being featured does. Watching a video ad for Gatorade, for example, with athletes, basketball, and energizing music is much more effective and relatable than having just some words on a billboard. With video, companies can also utilize multiple persuasion techniques in one advertisement. They can use consistency (a technique much harder to get across in a photograph), in addition to liking, authority, etc.
I am a Tide user. The new environmentally friendly package of Tide is cool, but I don’t think it will attract more Millennials. It is good that Tides keeps its “Tide Orange”. Tide created the Tide Orange color and owned the copyright of the color. The Tide orange is the best brand logo and most recognized trademark of Tide. However, the new package has a weakness. The new package of Tide is creative, but it is not as convenient as the old package or the Tide Pods. It is a package for households which own the washing machine but not a package for people who live in apartments without a washing machine. Although 85% of American households own washing machine, there are still many people have to take their clothes and detergent to laundry to wash the clothes. The new package of Tide is not very portable, and it is very heavy. People who need to go to laundry to wash their clothes would choose the Tide Pods instead of the new package. In fact, there are many Millennials are living in the urban apartments without washing machine. Those Millennials will not choose the new package.
Links:
https://www.prnewswire.com/news-releases/us-census-bureau-daily-feature-for-october-26-washing-machines-300343533.html
https://www.usatoday.com/story/money/personalfinance/real-estate/2018/05/18/millennials-spend-large-percentage-income-rent/609061002/
Guo Yu
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