Online video has been on the forefront of marketing news recently, but this is nothing new. The growth of online video marketing, however, has skyrocketed. Marketers are partnering with online video influencers, sponsoring videos, creating their own original videos or doing a combination. We recently conducted a study about Boomers and their online activities. Our study uncovered very specific patterns of usage when it comes to this group and online video.
We asked Boomers where they typically go to watch videos online, how much time they spent on videos and which actions they took as a result of watching videos.
What We Learned
The top 3 video sites used by Boomers were: YouTube (77.1%), Facebook (46.6%) and Netflix (36.6%). Only 10.9% of Boomers indicated that they do not view online videos.
Boomers spent 1 to 2 hours per week on the two top video sites: YouTube (50.1%) and Facebook (35.3%)
The Top 3 actions taken as a result of watching videos were:
- Looked for more information online (48.7%)
- No action taken (37.8%)
- Visited a company website (34.4%)
3 Key Takeaways
Baby Boomers view online videos because they’re accessible and personable. So consider integrating online video into your marketing strategy.
Here are 3 key reasons why videos work:
1) Boomers Find Online Videos Accessible
Videos are easily accessible—you only need a working computer (or mobile device) and Wi-Fi. Videos are also easy to digest. Video combines a visual and audio component that text cannot compete with.
Make sure your online videos accessible to Boomers. Go where they go. When you’re trying to figure out which video platform to upload your videos, go wherever your audience will be watching.
2) Online Videos are Educational
There are 300 hours of video that are uploaded to YouTube every minute. There is even a whole section on YouTube dedicated to “Education.” You can search and watch how to do anything. A typical type of video that you would find on a business website is an explainer video or an introduction video.``
Video gives you an opportunity to educate Boomers on your solutions and options. You can give them a resource in the form of an explainer video.
3) Online Videos are Personable
It’s hard to envision the writer of an article, no matter how engaging the piece. With video, however, you can easily put a face to a name. There’s audio and most of the time, you’re watching someone talk to you. You can see what they look like, and that’s comforting. If you create a video that is personable, you can build trust with Boomers. According to Video Brewery, 85% of people are more likely to buy a product after they see an accompanying explainer video.
The Bottom Line
Baby Boomers are watching online video, and the number continues to grow. YouTube is their choice video platform and they are watching online video because they itching to learn. Video marketing is a good medium to educate your prospects, add a personal touch and convey your company value in a visual way.
More Boomer Insights...
- The No. 1 Online Activity Among Boomers
What's the most popular online activity among Baby Boomers? Online shopping? Email? Research? Find out what 96.1% of our Boomer respondents indicated as their top online activity.
- Boomers vs. Millennials [Infographic]
Boomers and Millennials respond to different motivators, issues and causes. This infographic shows key differences that will help marketers understand how best to reach these two groups.
- Case Study: How to Engage Boomers on Facebook
Our campaign targeting Boomers and Seniors and exceeded the client's goal by 255%. See an insider's look at our campaign strategy and some key takeaways you can apply to your own marketing.