Who to Aim Your Video Marketing At in 2018… and how to do it

There is a lot written about only aiming your video marketing at Millennials in 2018, but is that right?  Research proves it is nonsense to suggest that only those who came of age around the year 2000 engage with video. 


Video is bigger than that, and aiming a bit older can pay off in a number of ways.  For a start, the market is less crowded, as so many brands choose to pursue the younger demographic.  Secondly, those who are a little older traditionally have a little more disposable cash in their pockets. 


Take a look at this guide to who to aim your video marketing at in 2018 and how to do it.




Baby Boomers


Baby boomers are those who were born in the twenty years following the end of the second world war.  They range from being in their 50s to their 70s, and they can be a key audience for video marketing.  Of course it’s hard to pinpoint shared traits in a bunch of people who were born over two decades, but within their ranks are some receptive and relatively wealthy potential customers for your business. 


The mistake many video marketers make is presuming that baby boomers are technological dunces.  This couldn’t be further from the truth.  Here are some baby boomer stats you need to know: 


  • 60% of baby boomers are on at least one social media site.
  • 60% read online articles and blogs to find out information.
  • And crucially, 70% like to watch videos to learn about products. 


If you are marketing a product or service that you think baby boomers might be interested in, you have to use video marketing.  This is a great opportunity to reach a receptive audience who are underserved at the moment. 


The research shows they prefer slower moving videos than Millennials, so it’s not a ‘one size fits all’ affair.  However, if you can make something that hits this demographic just right, it will be beneficial to your business.



Generation X


Generation X comprises those born between the mid sixties and the end of the seventies.  They are old enough to remember a time before the internet, but young enough to be able to take innovations in their stride. 


They are more likely to be parents with kids at home than either Millennials or baby boomers, so they don’t have huge disposable funds to spend on themselves, but they are willing to splash the cash on their families. 


Oh yes, and they love video. 


Generation X is responsible for one and a half billion YouTube views every day.  YouTube’s owner Google looked into the way they use YouTube and found some interesting results that could feed into your video marketing strategy. 


Three quarters of Gen X users look for nostalgia in their videos.  It could be old adverts, classic TV shows or anything else that allows them to hark back to their youth.  But it’s not all about looking backwards. Two thirds used online video to keep up to date and inform themselves.  This ranged from staying abreast of pop culture, current affairs and even the latest phenomena that their kids are into.  Pokemon Go is a prime example of the latter – Gen X YouTube users spent a lot of time searching out information on that particular game. 


Finally, 73% admitted using videos to teach them how to do something.  This is great news for you. Can you solve a Generation X problem in a video?  If so, they will search you out. 





Although video marketing is important to the other broad groups, no one likes it as much as Millennials.  Surveys show they are more likely to open an email from a business if it features a video, and would rather watch a video than read text issued by a company. 


A massive four in five Millennials use video to research a product or service before they make a purchase.  If you are trying to sell something, you have to make a video about it or you stand a good chance of missing out. 



Who to Aim Your Video Marketing At in 2018


Basically, video cuts across the generations.  They all use video in a different way, so you need to decide if there’s one age group you prioritise.  Alternatively, you could make a selection of different videos to appeal to the different audiences. 


Whatever you choose, video marketing is the way forward, and Big Zoo can help.  Get in contact today to find out what we can do for your business.


Still undecided?  Take a look at the work we have done for some prestigious businesses around the country.