Over a decade ago when someone suggested that we would all be watching a lot more video on our smartphones, including movies and TV series, most experts pilloried the idea. Today, video consumption is growing exponentially, and marketers now agree that it is the most useful form of content on the planet.

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What’s more, we’re viewing that content increasingly on our smart devices such as mobile phones and tablets. The transformation has been profound, and it’s happened across generations of users.

Not only that, lots of people are making their short videos on sites like Snapchat and Tik-Tok not to mention the more traditional Facebook, Instagram and Twitter. As much as 69% of internet traffic in 2017 was made up of video.

Why Consumption Data is Important

For businesses that want to understand the power and benefit of video marketing, how we as individuals view this type of content, when we like to watch it and where we do it is essential. Around half of us now consider our smartphone as the primary method of accessing the internet. This belief is rising in younger generations and it’s expected that most of us will eschew the humble desktop for mobile devices more in the future.

The truth is that we have numerous different ways to consume video content and we don’t all do it the same way. Generation Z is different from Baby Boomers and they’re slightly different from Millennials.

Why is this important?

Habits are important when it comes to selling products and getting noticed online. You might find, for example, that Baby Boomers who are in their fifties and sixties now will have more traditional active ways of finding out about products or services. Millennials tend to be conscious of how they also devour content and pick and choose their access more carefully.

Generation Z, who are now just graduating from university, tend to be more fluid and reactive in their connection to technology, letting it flow over them rather than making conscious decisions on where and how they will access information. They are less likely to watch a film or programme on TV and prefer channels such as YouTube and Netflix to what cable companies and all-in-one packages offer.

Generation Z’ers are also more likely to engage with content on social media sites such as Facebook and use it to build connections with the communities that matter to them. Our habits, as new generations come through, are becoming more tribal and distinct in some cases. Knowing how to reach out to different groups through your video marketing content is going to be challenging to say the least.

The Future of Video for Businesses

The good news is that we are much more digital-savvy as a whole and while there may be obvious differences between generations, there’s also a lot more scope for reaching out and engaging with specific groups in general. Businesses need to take this into account and pay more attention to the data if they are going to leverage these opportunities.

Get it right and build the right video marketing strategy for your audience and you should expect even more engagement from a medium that has become increasingly powerful and sustainable over the last decade and the video production experts at Tallboy can get you there.