ReelSEO recently held its Video Marketing Summit, an “annual gathering of the brightest and best marketers, brands and industry leaders at the forefront of the video marketing revolution.” Leading off as the opening keynote speaker, Suzie Reider, Head of Advertising Sales at YouTube, discussed “Generation C” and how marketers can seek out and engage them through video.
Reider encourages listeners not to think of Gen-C as a demographic, but as a “psychographic”—it’s a mindset rather than a specific age group. People who fall into this generation live their lives with four C’s, fittingly enough:
This generation represents $500 billion in spending in the United States. Reider states that if you are able to tap into this market, you are “future-proofing” your business because in seven years Gen-C will make up 75% of the workforce.
Next she goes on to discuss how Gen-C is changing the manner in which marketers work. In the past, advertisers have focused on reach and frequency using this pyramid model:
When it comes to digital media, however, an inverted pyramid model is ideal. Marketers should focus on a few key influencers who can spread the message, therefore exposing it to a large audience.
So how can marketers put this into practice? Reider points out four main categories to consider:
Audience: Don’t push your message, let the audience find you. Reider quotes a study on 10 top CPG companies which found that 53% of the brand’s consumers were not in the target demographic. This only emphasizes the point that companies should let audiences find them—because more often than not, the target market is not all-inclusive.
Expression: Create content, not commercials.
Participation: You cannot control the conversation, but you can steer it. Give your audience avenues to interact with your material.
Signals: Launch, listen and learn
Reider believes that user choice is the future of online video marketing. She talks about YouTube’s TrueView which allows users to skip or watch an entire ad. The algorithm behind the service works to tailor ad messages to individual users, maximizing the chance of a completed view.
She goes on to say that the internet affords marketers a certain freedom when it comes to creating content—no longer are they bound by the rules and regulations of television advertising. Creativity and innovation are fueling viral ad sensations as advertisers take more risks with online video.
Lastly, Reider emphasizes the importance of user-generated content in promoting a brand. She cites a statistic which demonstrates that 25% of all search results from the world’s top 20 brands are links to under-generated content. Creating unique, share-worthy branded content encourages consumers to interact and engage with your company—since this is one of the most effective ways to maximize exposure and brand awareness, producing content (not commercials) is key.
Watch the entire speech below: