The opportunity to market to Generation X is huge. If done correctly, small business owner can gain targeted traffic from this very large demographic which according to Pixability, Gen Xers account for over 1.5B views every day on YouTube.
![Brent.FM Marketing to Generation X](https://brentnorris.com/wp-content/uploads/2017/04/marketing-generation-x-youtube-behavior-trends-01-01-320x97.png)
While Baby Boomers have gotten a solid grasp of how to use Google to find answers and solutions, Generation X goes straight to video. They search YouTube when they want to stay in the know according to a Google/Ipsos Connect study2.
“For Gen Xers, it’s important that they’re able to take this how-to content at their own pace. To that end, they report making good use of the pause and replay buttons as they master a new skill according to the study.”
So what does this mean for small business owners and marketers in Hawaii?
First, the facts represent a better, more cost-effective strategy for reaching a large market that remains virtually untapped in Hawaii.
“Because 75% of Gen Xers watch YouTube at least monthly on any device.3 And 64% of Gen Xers bought a product or service they saw in a video on YouTube when they were learning how to do something.4 All of that watching presents a significant opportunity to influence.”
Second, if you can craft your message into a short, DIY video you can lead this demographic in a local market. By lead, I mean, you can be the voice and the source for lower costs than traditional, hit or miss advertising.
Here’s some ideas for DIY video:
- Home Repair and Improvement DIY in Hawaii
- Cooking – think local foods, how to prepare local dishes
- Technology use and repair. Think computer PC help and service.
- Arts and Crafts. It’s Merrie Monarch time. Create a lei-making video to showcase their skills or cause marketing needs.
- Beauty and personal care. Again, local products and how to make them from locally sourced materials.
Sources
1 Pixability Software. All-time data up to Nov. 2016.
2 Google/Ipsos Connect, U.S., YouTube Human Stories: Gen X, n=1,004 among respondents age 35–54 who go online at least monthly, Sept. 2016. Google/Flamingo ethnographic research among 15 respondents age 35–54, Sept. 2016.
3,4 Google/Ipsos Connect, U.S., YouTube Human Stories: Gen X, n=1,004 respondents age 35–54 who go online at least monthly, Sept. 2016.