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.
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.
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.