Attracting various age groups through video production is a crucial component of any marketing strategy for institutions and government agencies. By understanding the distinct needs and preferences of each age group, you can create effective, targeted video campaigns that will captivate and inspire your audience.
In this blog post, we will provide examples and best practices for attracting various age groups by using video production companies and RFPs (RFPs).
For younger age groups, such as adolescents and young adults, it is crucial to create visually appealing and engaging videos. This may involve employing vivid colors, rapid editing, popular music, and current trends. Consider utilizing social media platforms like TikTok and Instagram to promote your videos and reach a younger audience.
For instance, the American Red Cross utilized TikTok to create a series of short, catchy videos promoting blood donation. Designed specifically to appeal to a younger audience, these videos featured catchy music and entertaining, engaging visuals. As a result, the campaign was a tremendous success, generating millions of views and helping to increase the number of young people who donate blood.
The University of Maryland also utilized Instagram to promote its virtual open house for prospective students. The university produced a series of short, visually appealing videos highlighting the campus and its facilities, as well as students and faculty discussing their experiences at the institution. The university's Instagram account and hashtags were used to promote the shareable and engaging videos. Consequently, the campaign was a resounding success, garnering thousands of views and inquiries from prospective students.
For middle-aged audiences, such as those in their 30s and 40s, you will want to focus on creating informative and educational videos. This could include the use of video to explain complicated concepts or provide detailed instructions. You should also consider using video to emphasize the benefits of your products or services and to showcase any applicable case studies or customer reviews.
This is illustrated by the National Institute of Mental Health (NIMH), which utilized video to educate the public on the symptoms and treatment of mental illness. The NIMH has produced a series of brief, educational videos in which mental health professionals discuss various mental health conditions and their respective treatments. The videos were intended to be educational and easily accessible, and they were promoted via the NIMH's website and social media channels. As a result, the campaign was a tremendous success, with millions of views and a large number of inquiries from people seeking information about mental health.
Another example is the United States Department of Energy (DOE), which utilized video to promote the advantages of energy efficiency and renewable energy. The Department of Energy (DOE) produced a series of short, informative videos featuring experts discussing the environmental and economic benefits of renewable energy, as well as case studies of individuals and businesses that have successfully adopted renewable energy technologies. The DOE promoted the videos via its website and social media channels. As a result, the campaign was a tremendous success, garnering millions of views and a large number of inquiries from individuals seeking information about renewable energy.
For older audiences, such as those in their 50s and 60s, you should focus on creating videos with a more traditional and formal tone. This may include the use of more structured, professional language and the incorporation of more serious or formal themes. You should also consider using video to highlight the accomplishments and milestones of your organization, as well as its history and legacy.
The National Park Service (NPS), for instance, utilized video to commemorate its centennial. The NPS created a series of short, formal videos with historical footage and expert interviews...
Why does this one matter so much?
The National Park Service (NPS) is a federal agency that manages and preserves over 400 national parks and monuments across the United States. In 2016, the NPS celebrated its 100th anniversary, and a key component of its marketing efforts was the use of video to engage and inspire audiences of all ages.
To commemorate the occasion, the NPS produced a series of videos highlighting the organization's history and legacy, as well as some of its most iconic and cherished national parks. The videos featured breathtaking visuals, historic footage, and interviews with park rangers and other experts, and were intended to be both educational and motivational.
One of the videos, titled "Find Your Park," featured a series of short vignettes highlighting the beauty and diversity of the national park system and encouraging individuals to visit and experience the parks for themselves. The video was widely disseminated via social media and the NPS's website, which helped generate a great deal of interest and enthusiasm for the organization's centennial celebrations.
The National Park Service's use of video was integral to its marketing strategy in order to engage and inspire audiences of all ages. Using the universal commonalities of storytelling, authenticity, and emotion, the NPS was able to create impactful, memorable videos that helped to celebrate its history and legacy, and encouraged people to visit and appreciate the national park system.
Commonalities Shared by All
While different age groups may have distinct preferences and requirements when it comes to video marketing, there are a number of universal traits that can be utilized to create effective video campaigns.
The significance of storytelling is a unifying factor. People of all ages are attracted to emotionally and imaginatively engaging narratives. You can create a stronger and more memorable connection with your audience by using video to convey a narrative.
Authenticity is an additional shared characteristic. People of all ages are more likely to engage with and trust content that feels authentic and genuine. You can create a more genuine and relatable connection with your audience through the use of real people and real stories in your video marketing.
Finally, the role of emotion in video marketing must be considered. No matter their age, individuals are more likely to interact with content that elicits an emotional response. You can create a stronger and more memorable connection with your audience by using video to elicit emotions such as happiness, fear, or inspiration.
By considering these universal similarities, you can create video campaigns that resonate with audiences of all ages and help you achieve your marketing goals. Consequently, it is important to consider the unique needs and preferences of various age groups while also capitalizing on these universal traits to create effective video campaigns.
How to Utilize Video to Tackle These Generation-Spanning Topics
There are a variety of ways in which a video production company can assist you in achieving these universal characteristics in your video marketing campaigns.
First, a video production company can help you create a story that will captivate and inspire your audience. This may involve working with you to develop a script or outline that effectively communicates your message and captures the attention of your audience.
Secondly, a video production company can assist you in producing authentic, genuine content by incorporating real people and real stories into your videos. This may involve collaborating with you to identify relevant case studies or customer testimonials, or filming interviews with real people who can attest to the benefits of your products and services.
A video production company can help you incorporate emotion into your video marketing by using music, lighting, and other techniques to establish the desired mood or tone. This may entail collaborating with you to select the appropriate music or sound effects, or filming in locations that contribute to the desired atmosphere.
Here are a few sample video concepts that a video production firm could help you execute in order to achieve these universal commonalities:
- A customer testimonial video featuring real people discussing their experiences with your products or services. This can help to create an authentic and relatable connection with your audience.
- A behind-the-scenes video showcasing the people, processes, and values that make your organization unique. This can help to create a more authentic and genuine connection with your audience.
- An animated explainer video that uses storytelling and animation to explain complex concepts or ideas in an engaging and accessible way. This can help to create a more compelling and memorable connection with your audience.
- A video showcasing the positive impact of your products or services on real people. This can help to tap into emotions such as joy or inspiration, and create a more powerful and memorable connection with your audience.
By working with a reputable video production firm like Goodsides, you can create high-quality, effective videos that achieve these universal commonalities and help you achieve your marketing goals.
