Unknown

a [Music] [Music] [Applause] [Music] [Applause] [Music] he hello everyone uh thank you for joining today I'm really excited this is going to be a new fun topic that many of you guys should know about but not too many marketers think about and it's marketing across Generations how different age groups engage with different content formats the reason this is really important is you create this content you promote it on the Social Web or even on your blog you may see engagement you think the engagement is great but if it's not with your ideal audience and customer

type you're not going to generate revenue and even if you're getting engagement and traffic but you're not getting it with the Right audience you're not going to see any conversions and this is the biggest issue people have with creating content I create this content I'm getting this engagement I figure that out I crack that n but I'm not seeing any extra revenue and at the end of the day if you can't see Revenue you're wasting your time so let's Dive Right In my name is Neil Patel I am the co-founder of NP digital uh we're

a global Ad Agency and with me I have Chris and Shelby Chris do you want to give an intro of yourself first and then Shelby you can do the same right after absolutely um I'm Chris Hill I manage the content team at npxl our small and medium business Division and I'm Shelby Das I'm the content production lead at NP digital so working content strategy for Enterprise clients and with our organization we're Global agency we have SNB division we have software Solutions like uberus and an the public we offer a wide variety of services if you're

ever interested in working with us you can scan that QR code with your phone and literally it'll take you to our website um and we offer pretty much all forms of digital marketing with our agency as well you can see that we' won a lot of awards we have quite a bit of clients we have a lot of people in many different countries and you know we wouldn't have these customers and have all these Awards if the results weren't great which means the strategies and tactics are working and one thing that we really practice and

not just preach is creating the right content for the Right audience this may mean that you don't get a million followers on Instagram or get a million impressions and it's one0 the volume and you may look at that as like oh the numbers aren't as good but if that's what really generates revenue and that's what generates results that's what matters in essence you got to reach the right age groups and you got to Target them with the right content whether it's gen Z or Millennials or Gen X or Baby Boomers because if you're not your

impressions could just be seen by a ton of people but if it doesn't convert into any Revenue it doesn't matter and the key with marketing is you got to figure out how to influence people across all age groups and you got to figure out what appeals to them assuming you're targeting all age groups and if you're not don't worry we break down what appeals to different age groups some of these slides I will tell you when to take a screenshot to make your guys' life easier so you can come back to them as well for

example this is a slide that I recommend you guys taking a screenshot of a lot of this data was gathered from different places around the web including chat GPT there's 45.1 billion searches a day most people believe the tension's at Google Google collects 18.8 billion of those searches most people don't realize this but there's 6.5 billion searches a day on Instagram right if you look at uh Amazon Amazon alone has 3.5 billion searches a day and those searches are very meaningful because they're transactional so in Ence you got to look for all platforms and you

got to figure out which ones have your ideal customers and then optimize for them and when you think about search it's not just text based search everyone here on the webinar presenting we're a little bit older um and I don't mean that in a bad way but when I say older I'm talking about compare to kids and I'm talking about kids that are three years old five years old six years old they don't know how to type most these kids search the way they search is using their voice they ask devices like Alexa and Google

questions and they get responses and that is the future you will start seeing voice search overtake textbase search because the younger generation is taught to search through their voice where we're taught to search through typing and voice search is getting more powerful with AI like Amazon uh leveraging anthropic or Siri leveraging Chad GPT this all makes voice search even more powerful better which will cause higher usage over time so you got to think about search not just from text but also voice and a lot of people will think that hey chat GPT will overtake Google

I don't know if that's true or not they have a very tiny market share compared to Google and Google's still growing if you look at their earnings they're still making more money but it doesn't really matter if Google overtakes chat GPT or vice versa technically chat GPT overtaking Google all that matters is if your audience is on multiple platforms leverage the multiple platforms and who cares who overtakes what just optimized for all of them and to reach your target audience you need to know which channels and platforms they prefer and the content types that resonate

with them the best and we'll show you some of this in a bit so here's the example on some of the channels preferred by different age groups you can take a screenshot of this um and this will end up giving you idea of roughly you know which channels to leverage for different AG groups and here's another one I recommend taking a screenshot of on the next slide on slide 12 you'll see that if you look at the different channels they don't all provide the same reach just because LinkedIn is not as popular as Facebook they

don't get that much content being uploaded so content tends to do better on LinkedIn because there's less of it to compete with and on the flipside some content like a Tik Tok or a x poost doesn't last that long while a blog post continually gets traffic you can see on the right side a halflife how much visibility is someone getting or how much traffic does something get over time and with the halflife that's roughly how how well the content or the content performing gets roughly that amount of reach um but double that over time and

if you look at tick talker X I believe my eyes are getting bad here but on the graph I believe it says 10 to 39 minutes so yeah you may get views over a few days but half the views are coming within 10 to 39 minutes well on a blog post you know two years you're getting half the views the other half may come in three four more years but you're getting continual residual traffic from some of these channels While others may not provide as much residual traffic and here's another one I recommend taking a

screenshot of this is the different content types from newsletters to blog posts to webinars you can see which age groups prefer different content formats and the reason I recommend taking a screenshot based on your ideal customer this will tell you the type of content you should focus on a safe bet here is long and short form videos Everyone loves it doesn't matter what age group and of course there's a generational breakdown so we need to look at the preferred channels and most effective marketing strategies for each age group so let's dive into each of them

now awesome we'll get started with our youngest age group j z um from 97 to 2012 these generation is 12 to 27 years old now um this is the generation that grew up with technology for context the iPhone first came out in 2007 so even the oldest of geners probably had smartphones as teens that's why they're mobile first consumers they want to learn visually and they like to be entertained um they're driven by social and environmental values and the data shows that they're willing to pay more for products from companies that align with those values

jenzy turns to social media for almost everything uh platforms like Tik Tok YouTube and Instagram are their primary source for news and information for product recommendations and for their purchasing decisions 76% of genz are on Tik Tok and actually this generation alone makes up 60% of Tik tok's user base and jiny getting a lot of information from their social platforms because they're using these platforms like search engines 67% of jenzy uses Instagram as a Search tool and 64% use J uh Tik Tok to search for the things that they need or things that they want

to learn more about so because of this social ads are a good tactic to reach gen Z data suggests possibly more so than other Generations they're already spending a ton of time on these platforms they are expecting to encounter new information or new products so social ads are expected and 41% of Jers say they like social ads they want to see them so if you're trying to reach gen Z you will want to invest in content like short and long form videos images and carousels and insightful blog posts also for genz specifically you want to

be thinking about podcasting as a format to reach them genz is the generation with the highest affinity for podcasts according to Edison research and Sirius XM 47% of genz are monthly podcast listeners and in line with what I was just saying about them discovering most things on social platforms 76% say they discover podcasts through Clips on social media according to Google Trends search interest in podcasts has overtaken search interest in blogs since last year while there are a billion blogs on the web right now there's just one podcast for every 1500 people there's opportunity in

podcasting for you to Niche down and develop storytelling that hasn't been done before and you can't really say the same thing for blogs so what does this all tell us about connecting with Gen Z they want to be entertained they want creative content that resonates with their experiences and their values um interactive elements like polls quizzes and challenges are great tactics to achieve this ultimately you've got to prioritize mobile first content because social media is probably their most likely path to your brand and working in Social ads and influencers um is important for your content

strategy and remember it's not really the size of the influencer That Matters to jenzy it's how well they relate to your brand values so you're more likely to see success from an influencer partnership that's based on your shared audien's interests and values instead of throwing your budget at a mega influencer and just avoid Mega influencers you know the ROI just is not as great with mega influencers as the micro and Nano influencers like we have T of charts on this I don't know if there's a chart in this presentation but I posted one on X

and uh on my Instagram and all the other major profiles but it just does not do as well they're expensive and they're not flexible with the small influencers are really open to how they structure deals and they're willing to go above and beyond to help you generate an Roi and they're even willing to do stuff on a performance base next we'll take a look at the Millennials this is our biggest generation in terms of population of Americans um with 87.5 million Americans in this group these are folks born between 1981 and 1996 the majority of

Millennials or the in in sort of sum Millennials are all about social media they're heavy social media users um as we'll see on the next slide they're social media users across a whole lot of different platforms um they're the most most diverse content and channel preference group in terms of what Millennials like well the answer is kind of everything and they're really big on online shopping let's dive in a little bit more to the details um so in terms of platforms you can find Millennials kind of everywhere from Facebook to YouTube Instagram X Snapchat Blue

Sky threads Millennials are everywhere and that plays out in terms of data we're finding that Millennials like kind of every type of traffic or every traffic every type of content they're going to respond well to email newsletters they're going to respond well to blog posts they're checking out webinars thank you to the Millennials who are checking out our webinar um they're into long form video they're into short form video they're digging images and podcast casts and they're also hanging out with text based posts so the Millennials are kind of all over the place there's a

lot of them they're reasonably easy to find because they're on every platform and they're responding fairly well to almost every type of content but that doesn't mean that they're easy to persuade if you want to click with Millennials authenticity is key Millennials don't like deceptive advertising don't tell Millennials that you're going to do one thing and then do another they're not going to respond well to that and they're going to see right through that sort of deceptive advertising language um instead shift your focus to building meaningful relationships if you want to reach Millennials reach Millennials

be their friend listen to them and respond with that sort of meaningful long-term relationship with that market base prioritize personalization if you wanted Millennial to open your email it had better include their name 40% of Millennials are more likely to prefer original content over trending topics so while Millennials are paying attention to what's trending they're really interested in something new something unique some perspective that they're not seeing on every other blog or every other social media platform and a lot of that boils down to user generated content Millennials have a real soft spot for user

generated content they trust ugc 50% more than other content created by Brands if you want to reach a millennial get your users to talk about your product and what they do and and what you do and what you do well Millennials also remember user generated content a lot more than they're going to remember branded content that comes directly from your brand and Millennials rely on Reddit more than a billion users from around the world access Reddit each month and Reddit traffic is up 39% from last year it makes it a really lucrative marketing channel to

explore but Millennials because they're interested in user generated content they're interested in authenticity when they're going to look for answers to questions they often turn to Reddit as a way to find those answers so if your brand is on Reddit and talking to them directly and developing those relationships or if you have users talking about your brand on Reddit that's a really good way to reach this big market share and speaking of Reddit keep in mind that they have deals with Google they have deals with open API or CH GPT you're going to see more

platforms doing deals with them and this is these deals cause your data to be on these other platforms and being you know so it's allowed Google to use reddits data or uh chat GPT using reddits data so being on there can get you more visibility from the other platforms as well being on Reddit doesn't just get you visibility from Reddit being on there gets you visibility from platforms like Google and chat GPT as well so keep that in mind Reddit is more than Reddit because of their licensing deals thanks Neil um yeah exactly correct reddit's

a good tool but it's definitely not the only tool to reach Millennials in fact social media generally is a pretty good way if you want to Market to Millennials Millennials are the most active customers on social commerce which means the folks that are going to go to your social media page find your product review your product check it out read other people's user generated content about your product and then make the decision to buy right there on the platform Millennials are more likely to roll in that direction 82% of Millennials interact with brands or retailers

on social media more than any other generation more Millennials than any other generation follow their favorite brands or retailers on social media and more Millennials than any other generation use social media specifically to discover new brands that they might like so social commerce is strong with the Millennials not just on Reddit but across pretty much every social media platform now here's the thing about Millennials that we might not talk about enough and that's that this generation is more likely than any other generation to be the decision maker for businesso Bus Sales Millennials now make up

75% of business buying teams which means if you're a B2B marketer you need to know these tricks and techniques for marketing to Millennials too they're still going to look for user generated content they're still going to look for um authenticity and realness in ways that that other Generations may not be quite as passionate about and so that balance of of communication can really benefit you if you're a B2B marketer in in addition to being a b Toc monitor so if you really want to click with Millennials whether you're marketing B2B or B Toc you want

to live to leverage user generated content in your social media posts in your ads in your email campaigns and on your website you want to send personalized email campaigns to segmented lists if you want to really get uh Millennial to open open your email it better be targeted at them in terms of their interests in terms of their name in terms of the things that they're into you want to utilize social shopping features on platforms like Instagram or Facebook to drive conversions you want to explore ways to build online communities related to your product or

service don't just come at the Millennials with advertising language come at the Millennials with Community Building language that's how to move the needle and create webinars for deeper engagement which obviously is something that we like as well all right next up is Gen X this generation born in 1965 to 1980 so they're approximately 44 to 59 years old right now um this generation is known for being pragmatic they care about venience and customer Centric experiences and a plus for us marketers once you win their business they're pretty loyal to your brand and one thing that

people forget about you know this generation they have quite a bit of disposable income uh they own homes they bought them for pennies on the dollar compared to what they're worth now this is how a lot of this group you know is billionaires I mean millionaires not billionaires absolutely billionaires would be nice but I'll take that that's a lot of buying power uhuh so you'll find Gen X on um a variety of social platforms uh most likely on Facebook YouTube X and Instagram and the top content to reach Gen X that we've shown in a

chart earlier um long form videos in-depth blogs detailed posts and specifically testimon testimonial and case study content really resonates with this audience so I mentioned jenz is brand loyal um their trust may be hard one but it is also hard to lose 40% of this generation sticks with the brands that they like and have good experiences with or memorable experiences um some of the ways that you can be memorable and drive these customers your brand is by showcasing responsiveness to your customers original content um directly engaging with your audience and using timely and on Trend

content sometimes even content that might take a little bit of risk for your brand and you've probably heard Gen X described as Skeptics um they're Discerning they want substantial evidence and convincing arguments to earn their trust it's why they like testimonials and case studies um you can deliver on this by focusing on your content that has conversion po so those testimonials white papers case studies and pulling that all together to click with Gen X leverage your content email marketing um and targeted Facebook ads be sure that your content is informative and straightforward because this generation

has a really critical eye on any claims and promises that you're making um you'll also want to highlight your Brand's reliability in a quantifiable way so showcasing your positive customer experiences or any data um create two-way interactions to build trust so that could be replying to social posts or just having really open channels for customer feedback and then whatever data and feedback that you glean use that to inform your content strategy and Home in on what specific trust signals your Gen X audience is looking for our next generation is statistically the oldest Generation Um the

baby boomers born between 1946 and 1964 and also for a number of I don't know largely age related reasons they're the smallest generation that we're going to talk about today um certainly not the smallest generation in the country but the smallest one that we're going to f focus on today the Baby Boomers are they're they're a fun generation to explore because this is the generation that was the hippie movement in the 1960s I mean this is the generation that was really driving that American anti-war movement in the in the late 60s and very early 70s

but somehow over time this generation has shifted demographically in terms of their tastes and their preferences to favor more traditional values and I have to put that in quotes because it's really hard to Define what Traditional Values are um but however you might Define Traditional Values they probably are fairly comfortable with that definition as well with the Baby Boomers there's a real emphasis on trust and on Simplicity they want a message that's clear and that's easy to follow but they also want a message that's deeply deeply trustworthy the Baby Boomers are less likely than other

generations to adopt new platforms on which they're going to find you for marketing um but they are really open to engaging with businesses on the platforms that they already use in trust where can you find find the Boomers Facebook that shouldn't surprise very many people um the Baby Boomers are on Facebook and if they're on Facebook and you're all and they're already there they're pretty willing to lock in with you and to engage with you there you'll also find the Boomers on um YouTube they're interested in that sort of deep communication that sort of Simplicity

that sort of explanations of what's going on um and what they need to know to make a decision to reach the Boomers we found that longer videos and detailed guides are very very effective like I was just saying on on YouTube those sort of longer videos and detailed guides um email newsletters are great for Boomers they want to know what's going on with your brand they want to know what's new with your operation Boomers tend to also respond really well to educational and informative posts they want to know what's up they want to know what

they don't know and they want to learn that information so they can apply it helpful content thank goodness if you want to connect with Baby Boomers and you should because they still have an awful lot of market value they still have an awful lot of spending in power you want to build trust through testimonials and straightforward messaging you want to be very very Frank and very open and very honest with the Baby Boomers you want to focus on community building and customer service if you want to keep a boomer as a customer you'd better serve

that Boomer and and the Baby Boomers I'm sorry to interrupt but please you know I want to emphasize on the point that was made about just being straightforward the more direct and the simple you can end up being with your language the better off as well you don't need to use fancy vocabulary that someone graduated from Harvard would only know you don't need to use tons of technical jargon that you know only uh the young Generations would know just keep things simple if you're really going after Baby Boomers Simplicity is the ultimate sophistication as ler

Vinci once said absolutely with the Boomers because there's this trust component and this is a big component with nurturing relationships with baby boomer buyers nurture the relationships use email campaigns that deliver value answer common questions use newsletters to keep them updated in your business in what you're doing and really form that relationship and that will pay dividends in the future now that we've kind of touched on each of the generations um we're g to dive into some of the multigenerational strategies that you can use because a lot of our businesses we're targeting more than one

of these demographics so what strategies can we use to reach all of them and first and foremost I mean Neil mentioned this at the top of the presentation everybody loves video marketing uh video content is expected to make up 80% of all online traffic next year that shouldn't be surprising um it can increase conversion rates by up to 80% and it generates more shares than text and image content combined and the beauty of video content is that it can work across multiple channels for you it's content that can be repurposed and repackaged so from your

website to your social media posts to your email marketing um you're going to get a lot of mileage out of video and keep one thing in mind because I know with videos a lot of people are like Oh short form is where it's at and if you do a search on Google you'll notice that they actually have tabs for long form videos and short form because the consumption is really moving towards short form it's not fully there yet but that's really where the consumption is moving that doesn't mean you should focus on creating short form

when even though people love video if you actually create long form video you can slice and dice the long form into short form Clips so now you spent your time creating long form and you've actually done knock two birds with one stone in essence you have a long form version and you have multiple short form versions from all one piece of content which will then make your guys's life easier as marketers absolutely the burning question everybody has long form or short form um I think what Neil was just speaking to about what showing up in

search results is on the chart here to the right so you can see from 2020 to 20 22 2024 like short form is trending more in search results but long form is still very important for you to include in your strategy um and yeah our best practice recommendation don't choose between the two leverage your long form and then repurpose it cut it into Snippets um use it for short form um I think a lot of podcasters do this I see podcast Clips all the time um that's long form video content that they're trimming down and

using it for other means and we don't want to write off long form content too soon even if short form is all over social media and we say attention spans are waning um data shows a long form video is going to enhance your retention and Authority um audiences remember it more than short form video you know short forms theying Gone in 30 seconds um and more social platforms are embracing long form video because it's easier for them to monetize with ads and jenz and Millennials have both reported that long form social content is one of

their favorite formats so we want to be sure that we're including this in your strategy and when you look at that chart here it was an interesting experiment that we ran so we had I believe it was a 100 people we had them watch roughly 45 minutes of short form videos and 15 minutes of long form now we didn't force them to pick certain short form videos or long form they were able to skip and then they spent their time on whatever you know Clips they wanted whether as long form or short form but again

it was split up between 15 minutes long form 45 of short form the next day when we started asking them questions related to the clips that they saw very few people remember the stuff that they saw that was in the short form and the questions were related to the clips that they actually spent time to watch not the ones that they skipped and that's really important right because if they're skipping them and you ask questions no one's going to get them right and for the long form for the videos that they watched as well when

you ask them questions the next day we found that they retain much more information from what they saw and although short form videos gets way more love and shares and it spreads uh virally quicker you should think about long form and short form in this particular way short form will help you build a audience get you the followers long form is a great way to convert those followers into customers absolutely thank you in addition to video another Trend that we're tracking and something that we're feeling pretty strong about going into 2025 is social shopping what

we're finding is that social shopping is the hottest marketing opportunity going into the new year it's already a727 billion Doll Market and it's expected to reach $6.2 trillion by 2030 so spending a little bit of time and energy on reaching these markets in your social shopping Endeavors seems like a pretty good idea here's the thing social commerce has no age limit so while we're talking about marketing across generations and across um really all consumers social commerce works with pretty much everybody 37% of Shoppers find new products or brands on social media and 31% of Shoppers

research products or brands on social media before making a purchase so this can be a really good place to spend time and to spend energy video rules social commerce to don't confuse these as separate from one another short form and long form videos both work for social commerce with short form videos being the most noticed and most influential type of social commerce content in 2024 YouTube generated over $28 million through inapp purchases in the US and that doesn't even consider this past weekend the Cyber 5 days Black Friday and Cyber Monday so so video works

video works as a in terms of your a return on your investment in Social shopping as well and influencer marketing Works uh most of the time it doesn't necessarily work equally well across all generations in fact it doesn't work great for the Baby Boomers with only 3% of them responding to influencer marketing according to this survey however it works reasonably well for Gen X better for the Millennials and gen z uh hit or miss a little bit again it's authenticity and I would imagine that if we were to pull micro influencers versus large scale macro

influencers that number for Gen z may be a little bit higher so if you're going to work with influencers you better focus on the ones that are right there in your Niche keep your influencer messaging relatable younger audiences are more likely to trust recommendations from creators than they are from celebrity endorsements they want to hear from folks that are using your product or from you who created your product then they are for you going out and finding a macro influencer and paying them thousands and thousands and thousands of dollars to talk about your product for

a moment choose influencers that are in the age group you're trying to Target Gen X creators resonate 73% more with Gen X audiences if I want to know how I'm going to enjoy using a product I'd like to hear from folks that are in my same demographic my same age range that have similar life experiences to me that use the internet or the computer or whatever your product is in the same kind of ways that I do and like we've said and we mean it work with micro influencers micro influencers tend to be more flexible

and more affordable and they come with a built-in loyal audience that pays close attention it's a good place to spend energy is working with micro influencers rather than going after the high price celebrity endorsement yeah the other thing you'll find with the big celebrity influencers is and especially with people with like millions of followers like millions and millions their followers tend to be for a lot of variety of reasons and they may like different things typically with the micro influencers they're known for something specific and people follow them for that specific reason so if your

product is related to that specific specific industry and you pay that micro influencer who's known in that specific industry their followers are more likely to convert while a random example for this is Cristiano Ronaldo is popular because of soccer Fitness just being famous the list goes on and on on white people who follow him so when he promotes something it a lot of people just won't care right you could say oh he has amazing hair I don't know what his hair do is like but I have no hair um and Chris is in the same

page and you know Shelby has a beautiful hair of or head of hair we don't have that privilege here but you know I don't care what shampoo he uses Shelby may not care what shampoo he uses people may just follow him for soccer but on the flip side people follow me for marketing if I talk about marketing advice it typically resonates because that's the main reason people follow me for They Don't Really follow me for for any other reason right they're not like wow Neil takes good pictures it's like no they just follow me for

marketing but when someone's famous like Christian Cristiano Ronaldo they follow him for many reasons same with the Kardashian you can follow him because their business ventures you can follow him because of their TV show you can follow them just because they're famous or fashion the list goes on and on right no one's following me like man that guy's the best looking guy or the best actor it's none of that they're just following me for marketing advice plain and simple another tactic that we can use for all of our Generations is Nostalgia marketing because this is

a play to emotion um this strategy is utilized to tap into those positive memories you know of a simpler time you know for most people that's your childhood or you know a little fewer stressors at this time um we're going to tap into those memories with your marketing efforts to build trust loyalty and engagement um so in action this might look like you know using retro themed visuals like fonts and colors I know for me you know it's ingrained in my head like the colors of the inside of Taco Bell in the 90s like that

kind of retro um throwback storytelling just mirroring styles of content from whatever period you're selected to Target so you might find the challenge of of you know what Target era are you looking for in your Nostalgia marketing it really depends um consider what cultural touch points or memories are relevant to your target audience um this is why it's super important to Define which Generations you're targeting with your efforts but keep in mind that your audience doesn't necessarily have to live through that era um you know I lived through the 90s Taco Bell colors mean something

to me but gen Z they're all born in 97 or later 37% of them are nostalgic for the 990s they want to see things like a throwback to the 90s so any generation can feel nostalgic for pretty much any era in the past um but it's really our younger Generations that are fueling this marketing Trend right now so one of the ways you can Channel Nostalgia marketing this is going to look different depending on your brand if you're fortunate enough that you have brand history over several decades you can leverage that for marketing um some

of the companies that were launched in the 90s like Old Navy PlayStation have recently taken advantage of this 90s nostalgia in their marketing um Old Navy released a capsule collection of 90s cloth for their 30th Anniversary um PlayStation released a modern system that looks like the original PlayStation design for their 30th Anniversary um you can also use social listening tools to to identify any nostalgic trends that relate to your brand it could be about a specific product or just about products that you offer um my favorite example of this is Linux is a kitchen wear

dinner wear company um relaunched their spice Village in 20124 after they noticed on social media A Renewed interest in this product that was only live from like the late 80s to early 90s um and became a collectible and was really popular with cottage core and other Trends on social media um they heard that took advantage of it and relaunched a product and marketed into it um but if you can't tap into your customer uh company history you don't have any nostalgic products that's fine you can still leverage nostalgic Marketing in your graphic design elements in

the style you choose for your image and video and your marketing efforts as well another thing that you can do to reach across Generations is interactive content give folks something to do with your content rather than just look at it or respond to it or or even watch it or listen to it 81% of marketers say that interactive content like calculators or quizzes or surveys or polls is more effective at grabbing people's attention than static content we find that interactive content generates 52 almost 53% higher engagement than static content which makes sense if you get

someone to touch the screen or to click a mouse on your content then they're already engaging with it and that movement to your call to action seems like a much smaller movement than if they're just looking at it or simply watching a video if you're going to use interactive content you'll want to tailor that experience to the audience that you're trying to reach just like everything else that we're talking about today for Gen Z they want entertaining content like live streams or challenges or games Millennials are interested in user generated content contests or quizzes Dynamic

infographics that change or move as they interact with it Gen X likes practical and educational applications like calculators or personalized recommendations or polls where they can really dig into uh data and the Boomers like we've said are interested in informative and educational content so they like interactive tools or live QA sessions with experts or interactive timelines where they can move their Mouse and get new information as they go and one of the last tactics we want to cover on is um optimizing for social search we mentioned um a lot of our audiences especially gen Z

are treating social media like search engines Now and Google is showing more of these results um short form video social posts in search results so it's worth your time to take the extra effort and optimize your social posts for SEO um you can do this by leveraging keywords in your post copy and in your voiceovers um doing so will help boost your visibility on both the social platforms and in search results and when you're trying to find keywords for social SEO try to look into tools that will let you research research for specific platforms um

networks like Tik Tok and Pinterest both have keyword tools for advertisers that you can use for research you could also search keyword phrases or hashtags on whatever platform you're working with to see what content you're competing with and then answer the public is another great tool that you can search popular questions and it lets you Niche down to questions on specific platforms like YouTube Tik Tok and Instagram look at the end of the day if you're trying to create content and you're trying to Target people on different channels stop thinking about things like funnels you

know and I'm not saying funnels are going away they still exist but more so the web has turned into a really messy uh beautiful spider web in which people use multiple channels consume multiple content formats and they may need many touch points before they even convert into a customer because in today's world there the options are plentiful they can use or they can end up paying any company any brand uh to get what they want and it used to be where everyone just bought an Amazon and they're satisfied because of two-day shipping you know I

was in India a few months ago and you know I was in uh one of the big Capital firms uh I believe they're called Peak 15 or something like that you speak Sequoia Capital India Sequoia is known for their investments in Instagram Google WhatsApp PayPal Nvidia Apple the list goes on and on some of the biggest companies you guys have heard of right and there is like yeah there's this new e-commerce company that's crushing uh Amazon I'm like what are you talking about what is it called and I forgot the name they're like they do

same day delivery people expect the product in the same day and even people at Amazon a lot of them were leaving that company to join this Indian startup because everyone's like yeah people want same day delivery right it's harder and harder to please people they have many options and people are doing their homework and research on many platforms before they go and make their decisions these days for both B Toc and B2B now before we get into any questions if you guys need help with your marketing we're here to help uh you can always scan

that QR code on the right side at NP digital we would love to help you whether you're SNB or large corporation and you can book a call doesn't cost anything uh we will analyze your business and figure out how we can help you'll either choose to work with us or not but you'll get tons of free data either way if you just do a call with our team and we analyze your business all right let's dive into questions Colin what do you got for us wow this was a this was a really good webinar everyone

uh we usually sort of focus in on channels and tactics and I think that this was super interesting because all the stuff that you all were talking about sort of applies across you know all the different channels that we typically talk about so a couple of things yes um this webinar will be shared with everyone so you can rewatch it there were a couple of comments about legibility on some of the the charts and the stats make sure you follow Neil onx go to Neil patel.com like virtually every single one of of these stats and

charts can be found in in both of those locations so a question for you Neil um this was actually right up front all of the stats that are sort of like NPD specific are they coming from a global audience or are we getting these statistics just from the US for example I think I know the answer to that it's more of a global thing correct our traffic is global and our audience is global and all the data we have is global um we could try to filter for just a specific region believe it or not

that's actually harder for us to do than just to pull for stuff that's Global no I think Global is the way to go so that's that's one question so all the stats are Global so it's not specific to to one country or one language that's that's that's better um okay a couple other and there's there's one main region that we don't have tons of global data actually to we don't have tons of uh data from China and Russia those are the two regions that we probably have a shorter amount of data from there's still some

from those regions but not that much percentage wise makes makes sense so Neil this one's for you and some of the the guests were saying like hey Neil like asking you questions specifically um so here we go and if Chris or Shelby you've got anything to add just pile on what do you consider to be the biggest we started talking about voice search at the very beginning of the webinar what do you consider to be the biggest drawback of natural language search or voice search you know Alexa and Siri and all these other things like

is there a big drawback um that was one of the the questions early on there is because for some queries you need to see things visual not everyone can hear and comprehend the same way as they can see and comprehend that is a big problem with voice search um what's the solution for that I don't know you could say hey they're using a screen you can just show on the screen well a lot of people use voice search when they're driving believe it or not it's one of the top use cases but you can't really

show something on a screen when someone's driving and asking a question now the questions they may ask when they're driving are a little bit different I don't have tons of data on that but um that is a big problem with voice search yeah and I I believe voice search also rely on it relies on text based content so like any videos or images that are out there and and showing up on a Ser for example like you're not going to get that you know when Google home or Alexa is talking back to you um so

good good point there um all right let's see here Neil how can businesses affect this is a good question how can businesses effectively design marketing campaigns that resonate across all of these Generations I mean because there are companies that are out there that sort of like Target all of these folks and maybe Target you're selling toilet pap Pap is relevant to all audiences right um I I'll be honest with you it is tough and I don't think most people should try that I know that's what the question asks and I'll give you a generic answer

or a specific answer not generic if you look at companies like Proctor and Gamble and look at detergents even though a detergent is applicable to anyone they don't actually have just one detergent that has generic messaging companies start creating multiple products and try to slowly different differentiate them with their marketing messages even though the products are very very similar and there's actually not really much differentiation and they all clean clothes right and they do this because it's hard to Market uh it it's really hard to Market a product to everyone or a service to everyone

yeah good good response and I figured that was going to be the response so this again Neil they ask you specifically and anyone can chime here when you say have your brand on Reddit is it better to have a personal profile or a business profile like yeah you can do both but ideally you want your corporation on there um and it's not just a profile it's more so the sharing of the content uh it's anything from your organization that will look good awesome Chris you're up yeah um do you know if Millennials share at a

high rate so like the engagement is one thing but like are they sharing information and passing it along any any thoughts there compared to some of the other Generations that we spoke to they definitely are sharing but they're not sharing as much as Boomers uh baby boomers according to to a study I was just looking at Baby Boomers are 19% more likely to share content that they see on social media than any other Generation Um which doesn't mean Millennials aren't sharing they're they're engaging and their sharing but Boomers seem to want their friends to see

the things that they like more that's I'm smiling and kind of laughing at that response because like that explains why my father-in-law like sends me so many different like he sends me things that I'm afraid to click on him he just like you know shares away and doesn't really know what the heck he's sharing so that makes perfect sense Chris while we have you yes any design tips or tricks to keep in mind when targeting Boomers like we talked about like the types of content etc etc like I'm wearing spectacles or glasses you know three

out of the four of us are um larger font bigger ctas like any just general tips or tricks if if that's the generation that you're really going after yeah sure I mean all of that works um but really everything that we talk about all the time with with content in terms of uh visual formatting make sure that your header structures are really solid and and differentiate so that uh you're for example in a blog you want your header to your headers to stand out and be a different size font so that it can guide the

eye you'll want to use bullet points you'll want to use numbered lists you'll want to use these things that sort of track the eye to the important information that you want and that would work across Generations but particularly working with with Boomers if like me they need a little bit of help to to see what they're dealing with those sort of um tactics are probably really effective awesome thank you for that let's jump over to Shelby and anyone can pile on so we talked a lot about video do you know if video is more consumed

on mobile versus desktop and then there was like a followup is short form video more of a mobile thing and like longer form is more of a desktop thing and then third Pyon to that same question what is the like the definition of of short form video is it a minute is it less than a minute so I know I just threw a lot at you there but if you could address those that were multiple questions about that yeah I'll kick it off and then Neil or Chris chime in but um you know when we're

talking about long form or short form video um this is on any platform or device so like short form isn't exclusive to mobile and long form isn't exclusive to desktop honestly most of these Generations um are mobile first you know I talked about jenzy being a mobile first audience and Millennials largely interacting with video on their phones as well um and that's not just short form it can be long form um so we're seeing long form video on social media and then YouTube um but yeah I think it's across devices and then I'm trying to

think sorry Colin you may need to repeat since that was a triple question the length of a short form video is what is it under a minute like between 30 and 45 seconds like what is a short form video exactly I think I mean I have a personal idea but I don't know if we have an official definition what you when we use the data and when we're Gathering creating the charts we base it off what the platforms consider short and long you can just go and you can look at the platforms and they'll tell

you when you're uploading a video what is short and long that was the easiest way to base it off of right because we all may have our own opinions on what is short or long but the easiest way to look at is what a platform consider short and long and you can just you know base It Off that we're at the top of the hour one minute over one more question for you Neil because I know you have something to say about this but there were questions about like running short form and long form and

different platforms and I know that you know we tend to do a lot of short form but we also take a lot of longer form and then chop it up so you're not like having to like reinvent the wheel every time like anything to say about that specific to to platforms you got to use both and you got to test what you think will work may not always work and a great example of this is images do really well right now even though most people don't think about images and the reason being is the social

networks lack it so typically what does well is what they don't have enough of not necessar what just people consume it's also what they don't have enough of and want more of so just keep that in mind continually test and experiment because algorithms change um and you should see good results over time and I Rec recommend when you create content don't focus on short focus on the content types that can be repurposed and can be used multiple times in multiple formats because that just makes life easier and more efficient um and that's all the time

we have we appreciate you guys joining this webinar we I know we ran a little bit over if you need help with your marketing check us out at NPD digital.com we really appreciate having you guys here happy holidays thanks all he [Applause] [Music]