How to Reach, Engage and Convert Millennials
In Philips' "Designed to Play" interactive video campaign, for example, viewers leave behind valuable information about which character they like best and what content most resonates with them. By tracking this "data exhaust" and creating profiles based on how users navigate through the video, Philips can easily customize ad content and calls to action.
Interact with intelligence
Millennials are many things. They're digital natives, video gamers, equal parts skeptic and idealist, and they can smell inauthenticity from a mile away. If you can find a way for millennials to engage with your content on their terms, you've got the key … then you just have to get smart about how you implement your strategy.
For example, with an interactive video content strategy, you have to build interactivity in from the beginning. Here's how:
- Write your script from the target audience's context and point of view.
- Ask yourself, "Where does choice add value for viewers?"
- If interactions aren't adding an element of fun or making access to information more efficient, nix them.
- Ensure business, creative and technical teams work together in the development stage for optimal results.
- If at first you don't succeed, tap into your user data to iterate and relaunch.
Millennials are one of the most challenging audiences for brands to connect with, but if you give them what they want — control, flexibility and fun — and implement an interactive approach, you'll reach, convert and learn from them at every turn.
Erika Trautman is the CEO and co-founder of Rapt Media, a developer of interactive digital video technologies and services.