The Power of Video for Marketing to Millennial Decision-Makers

The Power of Video for Marketing to Millennial Decision-Makers

Interesting Not Interesting Share Tweet In case you missed it, Gen Y surpassed Gen X’s share of the workforce a couple of years ago. IDG recently published a report, Marketing Your Technology to Millennials, on communication preferences of 20–30-somethings as IT decision-makers (ITDMs). 97% watch tech-related videos In general, millennials use fewer sources of information than their colleagues. It’s not that they’re uninterested or negligent — they may spend more time doing research, but they’re less likely to read your white paper or visit your website. This includes how-to’s, subject-matter expert interviews, tech analyst reports, and product reviews. Millennials get a lot their information about technology, personal and IT-related, from video. Source: IDG: Marketing Your Technology to Millennials. Social-feeds-wise, it’s worth noting that this group uses LinkedIn for business much more than Facebook, Twitter, or YouTube. On a side note, the report points out that millennials are more likely to trust sources that appear in the first page of their search results (36% vs. 16% overall). They download an average of eight pieces of informational content during the purchase process 83% say they prefer vendors who educate them through each stage of the decision process 63% prefer video or webinar demonstrations of products The data adds up to this: technology solution vendors who want to communicate better with millennials on the buying team should 1) make more videos attuned to later stages of the sales process; and 2) make more user-friendly interactive demo videos with chapters, annotations and stories.

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In case you missed it, Gen Y surpassed Gen X’s share of the workforce a couple of years ago. IDG recently published a report, Marketing Your Technology to Millennials, on communication preferences of 20–30-somethings as IT decision-makers (ITDMs). Here are a few highlights from IDG’s findings with respect to videos for marketing to millennials in IT.

97% watch tech-related videos

In general, millennials use fewer sources of information than their colleagues. It’s not that they’re uninterested or negligent — they may spend more time doing research, but they’re less likely to read your white paper or visit your website. On the plus side (for us video specialists :-), 97% of millennial ITDMs reported watching a tech-related video in the past three months. This includes how-to’s, subject-matter expert interviews, tech analyst reports, and product reviews.

Chart: How much time do millennials spend watching technology business video

Millennials get a lot their information about technology, personal and IT-related, from video. Source: IDG: Marketing Your Technology to Millennials.

It’s worth noting that “tech-related videos” doubtless includes product reviews and unboxing videos on popular channels like

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