Since the birth of social networks in the 2000s, we have seen many changes. The codes are changing little by little and so is the way to gain visibility. Teenagers are fond of it with an average of 15 hours spent per week on the Internet!
CHANGING MORES TO MAKE BRANDS QUESTION
Today, information content is so important that we even talk about infobesity for Internet users. For teenagers, this flow of information is even denser because they are registered on different platforms. On YouTube, there are more than three billion videos viewed every day worldwide! Let's not forget that today, the ways of consuming information are different. Everything goes faster and the user takes less time to grasp information. 20 years ago, the concentration capacity of an Internet user was 12 seconds. Today, it is only 8 seconds. 8 seconds during which it is necessary to succeed in capturing the attention of an Internet user to make him pass a message.
VIDEO, A TIME SAVER FOR TEENS?
Teens are hyper-connected and use several networks at once: Snapchat, Instagram, TikTok, Facebook ... These platforms offer a wide choice of content and teens do not have time to consult everything. Thus, video was first democratized to allow messages to be transmitted more quickly! Indeed, with formats ranging from a few seconds to a handful of minutes, video saves users time and, above all, it stays in their minds. Adding subtitles offers a wider range of possibilities to users: even without sound, the video can simply be watched anywhere. It must be said that the video format lends itself very well to use on a smartphone and it turns out that teenagers prefer to use it on a smartphone rather than on a computer.
VIDEO, A GOOD COMMUNICATION STRATEGY FOR BRANDS?
Getting the attention of teenagers is not easy enough. But how do you keep their attention? Experts have long wondered about the subject and are now unanimous: offering videos offers important visibility and corresponds to the new modes of content consumption. Teens are in constant demand for video content and novelties. They allow us to convey emotions and develop a certain closeness with them, since generation Z is looking for humanization with their favorite brands.
From now on, videos are not only consumed on YouTube! The possibilities for video marketing are numerous and above all, they are available on all platforms. Each social network offers the possibility to communicate with teenagers through video. Facebook and Instagram have created their own video platforms: Facebook Watch and Instagram TV. TikTok, the favorite social network of teenagers, only bets on video. And the bet is successful: 625 million users worldwide in January 2020!
Social networks have also changed their algorithms, notably so that videos start automatically as soon as the user arrives on the application or website. Many studies have been conducted on this subject. A so-called "classic" post on social networks offers an engagement rate of 4.75%. In comparison, a post including a video has an engagement rate of 8.29%, i.e. almost double!
ESTABLISH A VIDEO STRATEGY TO ATTRACT KIDS & TEENS
Choosing an agency means choosing to work with experts to fine-tune your communication strategy. Com' des Enfants has an unbeatable knowledge of the teenagers and new generations sector. Thus, we bring clear answers and successful strategies to solve your communication problems on your target with a personalized accompaniment!
Find here some examples of video projects realized by Com' des Enfants :
