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Why should your video strategy consider older audiences?

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Why should your video strategy consider older audiences?

It is nothing new that it is said that digital advertising is the present and the future, because that is where brands are betting heavily to reach their target audiences and generate a link. Just to cite one piece of information, in 2016 the investment for this concept reached $ 72.5 billion , according to data from the Interactive Advertising Bureau (IAB) in a report prepared by Croatia Mobile Number List Pricewater house Coopers. One of the formats that is experiencing the most growth within the investment in digital is that of video advertising, which, in markets such as the United States by the end of this year, will represent an expenditure of 9 thousand 400 million dollars, according to a survey made to agency and marketing professionals , by IAB. Croatia Mobile Number List

One of the characteristics of this advertising format is that it has a greater acceptance in young audiences, in many cases they refer to the millennial generation and Z for being digital natives. However, recent studies indicate that this trend is not exclusive to this population group, since the older public also grows in acceptance. This is one of the conclusions of an analysis carried out by BI Intelligence, which sees in platforms such as YouTube a window of opportunity for brands to connect with older audiences, over young people.

This is due to the fact that, after surveying 1,740 people in the United States, it identified that baby boomers believe that YouTube will not present them ‘bad’ or ‘misleading’ videos, followed by Gen Xers, but, on the other hand, millennials are more prone to mistrust Brother Cell Phone List the content. In addition, the results indicate that older audiences are more likely to share the videos . Why are these conclusions relevant? Because there is a generality that videos tend to have better engagement with young audiences, but if a platform like YouTube has a better reach with larger audiences, it should be used by brands. In the United States alone, baby boomers account for about 50 percent of the country’s wealth, and they will continue to do so until at least 2030, according to data from Deloitte. This is consistent with figures from the Census Bureau that estimates 75 million people belonging to this generation, the second largest, slightly below the millennial.

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