Why Video Matters (To Millennials and Generation Z)

January 8th, 2021 Vern Oakley

Most people make the unfortunate assumption that corporate films are always stiff, dull, and monotone. Much of my career has been dedicated to shifting that style landscape toward personable and dynamic. The ever-growing workforce of Millennials and Generation Z (anyone born after 1981) demands more substance out of their corporations’ media than the puff pieces of yesteryear.

A Cloudinary study touts that the visual component of user generated content (UGC) is top priority for these younger two generations. This means that their trust is built upon “seeing is believing.” They prefer photo-heavy Instagram and video giant Youtube over wordy Facebook. And they make informed purchases based on video and photo reviews. Which, of course, translates directly into corporate communication strategies.

Forrestor Research reports that employees are 75% more likely to watch a video than read an email or documents. Video consumption grew so immensely last year due to the coronavirus lockdowns that the average person consumes 100 minutes of video content a day. But Millennials in particular won’t settle for an inauthentic story or muddled apology. They want to watch honest, real, humans in front of the camera. My friend Ethan McCarthy, CEO of Integral Communications Group, warns, “Rather than concentrating on content-consumption numbers alone, steer your efforts to the behavioral changes and business outcomes you want to see.”

But if you want to connect with this demographic for even a minute, you’re going to need to capture their precious attention. Prove your company values through real employee testimonials; track project progress with visuals every step of the way; summarize your quarter or year with a video, rather than a Power Point deck.

Tribe was hired by chemicals company BASF to connect with its LGBTQ+ employees. Watch how video builds an emotional connection between these employees’ stories.