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Millennial moms and online videos

They like videos are considered a humanized source of information

  • Key4Communications

Consumers, especially the millennials, devote more time to consume audiovisual content online. The millennials consult these videos not only looking for leisure, but often do so for information. When you want to know how to do something, they go straight to YouTube. It is therefore not surprising that online videos have also become the key guide for the care of children.

In recent months, several studies have been pointed out that the Internet has weight in the decisions of the millennials mothers, which is just adding one done on a British show. This latest study shows that 60% of young mothers (and 44% of those older parents) are now seeing it more videos with tips on motherhood and tutorials on how to face the day with children in the past.

Millennials mothers are not only watching more videos than ever, but also are giving more and more importance and are making have more validity. According to the same study, 35% said that right now are more inclined to trust the online videos than any other source of information, compared to 31% as it does with television, 28 with the government or 20 with information provided by the brand or the websites of the companies.

Goodbye conversations in the park, hello video share
Until recently, it was common for mothers to other mothers comment on issues about caring for their children as they waited outside the school, in the park or when parties agreed and extracurricular activities. Now millennials mothers continue doing, but increasingly they (63%) share videos with other mothers.

These videos are successful because the millennial mothers see them as a kind of source of information 'humanized'. The video content is generated by a person, a person who can see the face as they consider the information that is serving them. And this has a direct impact on how things are perceived. See the face of the interlocutor makes recipients feel they can believe them again, as noted by the investigators.

Why take this into account if you are a brand

Brands have to understand that things have changed and change the focus on how to reach these consumers and enable them to know how their products and services. Moreover, brands have a new reef to fall back on to position. Now they have to be able to become another part of the conversation. Humanizing the brand and down at this level, being able to produce such content, where consumers will need.

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