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What’s the Best Way to Attract Young Shoppers’ Attention? Video Ads on Social Media

What’s the Best Way to Attract Young Shoppers’ Attention? Video Ads on Social Media

67 million people were born between 1995 and 2010. Dubbed “Gen Z”, these shoppers value choice and flexibility more than their older counterparts, according to Hulu CMO Kelly Campbell. Campbell was speaking during Advertising Week, an industry convention focused on emerging best practices. Not surprisingly,  video was a large part of the conversation.

[Tweet “50% of Gen Z has reported that they ‘can’t live without YouTube.’”]

50% of Gen Z has reported that they ‘can’t live without YouTube’, with The Center for Generational Kinectics reporting that Gen Z uses YouTube to discover and research new products. 19% of Gen Z report that their purchasing decisions can be influenced by prominent YouTubers’ opinions or endorsements, but that’s not the only marketing channel available to small business owners.

Video ads, which generally appear before or in the middle of the videos Gen Z viewers went to YouTube for, are another viable marketing message. Research released by Animoto, a video ad creation company, reveals that 73% of shoppers have been influenced by seeing a video ad on social media.

Other useful benefits of video advertising:

Messaging Efficiency: People absorb up to six times as much information from video than they do from text. This type of recall is important for building brand identity as well as gradually moving the viewer into the sales funnel.

Virality: People engage more with video content than they do with other forms of content. Video gets three times as many shares as text and images combined. This can dramatically extend the reach of your marketing.

Every social media platform offers some sort of video advertising opportunity. YouTube is not your only option! Video advertising on Instagram, Snapchat, and Facebook can be targeted to reach your preferred target audience. And while it’s not likely you’re targeting Gen Z shoppers on Twitter or LinkedIn, should that be part of your strategy, there’s ways to make it happen.

Many small business owners shy away from video advertising because they don’t know how to create a video ad. The process is much less complicated than you might think, particularly when you’re working with an experienced team who can help you make the best use of this powerful marketing tool. Have questions? Let us know. We’re here to help.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office