Survey: Millennial Buyers Find More Value in Marketing Video Content

Video remains a prominent tactic for marketers because of its effectiveness, but how does effectiveness vary according to certain demographics?

To find out, Brightcove recently conducted a survey to gauge how various demographics interact with marketing video content. While 76 percent of adults aged 18 and older say they have made a purchase after viewing a video, this statistic is significantly higher for millennials (between the ages of 18 and 34) – about 85 percent of millennials have made a purchase after viewing a marketing video.

In addition, 30 percent of millennials say they want shoppable video, compared to 23 percent of their counterparts. Sixty-six percent say they engage with a brand after watching a video on social media, compared to just 53 percent of adults aged 18 and older. Furthermore, 57 percent of millennials find video with a call to action to be helpful; just 45 percent of adults aged 18 and old said the same.

Marketers Remain Dedicated to Video Content

Despite the differences in demographics and ROI, previous research suggests that marketers overall remain dedicated to incorporating video into their existing strategies.

Wibbitz published the “Navigating the Video Content Marketing Landscape” report and found that 56 percent of marketers in the U.S. are leveraging video content, and 61 percent have plans to do so within the next 12 months. In addition, 37 percent are turning to organic video channels, such as social channels, to promote their videos.

In terms of social channels, Facebook is the most popular among video creators, with 66 percent stating that they run video ads on the platform.