If you’re not already creating video content, it may be time to start.
It doesn’t have to be rocket science, and it doesn’t need flashy transitions or space-themed sound effects. But it does need to feel “real.”
When someone starts watching a video featuring a person they feel is “just like them,” they’re automatically drawn in.
While this is true for any generation, research popping up in AdWeek, Forbes and Google/Ipsos is encouraging businesses to focus their advertising efforts on Baby Boomers, the generation born between 1946 – 1964, because they’re on social media, they’re watching videos, and they’re being drawn in by story.
Forbes also points out that Boomers typically have more time and buying power. Many are empty nesters and are considering ways to make their lives both more comfortable and more meaningful, yet businesses often overlook the opportunity this audience provides.
As far as ministries are concerned, this generation is a potential group of donors, supporters, champions, purchasers, sponsors, etc. So how do we get busy making video, especially if it’s a new venture? And how do we make video content they’ll watch and share?
- Don’t assume they’re just like your grandma. This is the top tip Forbes gives when discussing marketing tactics for Boomers. “Many [Baby Boomers] prefer subject matter that would appeal to younger generations.” Bottom line, you don’t want to make your audience feel old. You want to make them feel like they’re a valuable part of the story.
- Try a multi-generational approach. Boomers are often classified as a generation that is concerned for the future of their children’s generations. Try for video content that shows the younger working alongside the older, sharing stories, sharing advice, laughing, collaborating, or even having a serious discussion. If this is done with sincerity and isn’t forced or unnatural, this pushes all the emotional buttons for warm fuzzies.
- Keep it simple. As long as the speech is understandable and the visuals are clear, video content doesn’t need a lot of pizzazz. Numerous highly-viewed videos on YouTube were shot from phones, recording people’s thoughts, tips, adventures, conversations, or observations. If you have good equipment, use it. But even if you don’t, that doesn’t mean you can’t be creating video content for your ministry’s audience.
- Keep it short. Even though we attribute the shorter attention spans to the younger generations, when viewing videos on social media, the average view time is less than 5 minutes. While certain situations may call for a longer video, 3-5 minutes is a reasonable goal.
- Do your research. If you’re having trouble thinking of ideas for video content, start by looking at what you’re audience is interested in. What kinds of videos are they sharing? What are they commenting on? What discussions are they involved in? What questions are they acting? Then, look at your competitors. What video content are they making? What could you do better or differently?
- Look for free resources. With video content being so popular, there are tons of free or cheap tools that can help you improve your content or produce it more efficiently. Here are some of our favorites:
No matter what type of ministry organization you are, creating video content doesn’t have to break the bank, and it can be fun!
Use this as an opportunity to get real and to connect with your audience, whether Millennials, Xers, Xennials, Boomers or even Builders. Interviews, day-in-the-life, live coverage of events, demos or meet-and-greets…there’s bound to be a type of video that works well with the collective personality of your organization.