Adapting to the Video-Driven Search Patterns of Millennials.

Brand + Design + Digital
| 12 October 2023

Understanding audience preferences is paramount in an era where digital consumption dictates business strategies. The millennial generation, known for its tech-savviness and changing media habits, is steering a significant shift in the world of content. As businesses grapple with these changing dynamics, one platform stands out in its influence: YouTube. As millennials increasingly turn to videos for quick and engaging information, the importance of incorporating video into content marketing strategies is more evident than ever. But it’s not just about creating content—it’s about adapting, repurposing, and maximising its reach.

The Shift Towards Visual Information.

In the age of fast-paced digital consumption, there’s been a noticeable move from traditional text-based content to more engaging visual formats. With younger generations leading the charge, platforms like YouTube are quickly becoming the preferred avenue for information for entertainment and research purposes.

The Appeal of Video Content for Millennials.

But why this shift? The answer lies in the very nature of video content. Videos, especially those tailored for platforms like YouTube, tend to be concise, engaging, and often more relatable than written text. The narrative structure of video allows for storytelling that can quickly capture the essence of a topic. Moreover, videos resonate as a more intuitive form of information consumption for a generation that’s grown amidst the rapid evolution of digital media.

The Impact of Video on Search Behavior.

This inclination towards video content has undoubtedly changed how millennials use search engines. With the increasing use of YouTube for research, search behaviour is no longer limited to just reading. It’s about watching, engaging, and sharing. This doesn’t just represent a change in platform preference; it signifies a broader shift in how information is processed and retained.

Content Marketing Video Perth
Power of Engagement: YouTube users collectively watch over 1 billion hours of videos daily, showcasing its unparalleled reach and influence.

Google’s Insight into Millennial Preferences.

Google’s study provides a significant data point in understanding this phenomenon. With a staggering 70% of millennials stating they would opt to watch a video over reading an article on the same topic, the message is clear: video content is no longer an optional addition to your content marketing strategy—it’s essential. Businesses must recognise this preference and adapt to remain relevant and appealing to this pivotal demographic.

Reimagining Content Marketing for a Video-Centric Generation.

The implications for content marketing are vast. While still valuable, traditional methods must be supplemented with solid video content to cater to the millennial audience. This doesn’t mean that written content is obsolete but that a blended approach is necessary. Video content can enhance written content and vice versa. Content marketing in the age of YouTube requires a thoughtful integration of both mediums. From tutorials, product demos, and behind-the-scenes looks to customer testimonials—each video should be crafted with a clear intent and strategy.

A Call to Brands.

As the primary hub for video content, YouTube’s rise among millennials is not just a trend; it’s a testament to evolving consumer behaviour. For businesses, this is an opportunity. An opportunity to innovate, engage, and, most importantly, remain at the forefront of the changing content landscape.

Brands have a unique advantage. By blending the local culture, stories, and visuals into video content, they can create authentic engagements that resonate deeply with the audience.

In the ever-evolving realm of content marketing, one thing remains constant—the need to adapt and grow with the audience. And for now, the path forward is clear: Embrace the power of video.

YouTube use amongst millennials
Shooting videos in multidirectional formats—like vertical for Instagram Stories or Snapchat and horizontal for traditional YouTube viewing—maximizes the usability of the content.

Hello Brands, a Branding Agency in Perth, Western Australia, embodies a fusion of Brand, Design, and Digital expertise, guiding clients to reach and exceed their communication goals.