YouTube and video marketing are among the most powerful forces in internet marketing today. People turn to YouTube for many reasons. They want entertainment, information, and peer reviews. Yet, video marketing must appeal to its audience. While YouTube may appeal to some, many black millennials feel the marketing giant is missing the mark when it comes to attracting their attention.
When asked what would make them tune in, black millennials told YouTubers exactly what they want. Read on to learn more about how to attract this audience to your branded videos.
- We Want Diversity
The number one thing black millennials want with any platform, whether it be video, print media, or any other form of advertising, is diversity. Black millennials want to see more people that look like them and their friends.
Any time a person researches information online, the first thing to come up is the average Caucasian person between 18 and 35. While the age range may hit millennials, Caucasian men and women are not the answer to diversity.
Younger people, black, Asian, and Latino, want to see people that look like them. They want to see people who live in their neighborhoods, go to their schools, and attend the same places.
Most importantly, they want those in the video to represent the diversity within each group. Diversity does not mean black or white. It means many colors, looks, and ideas. It means some couples are interracial. Some may be heterosexual, while others are homosexual. Diversity is more than just showing a few black people in a video and calling it new and different.
- We Want More Black Creators Involved in the Process
Diversity is more than in front of the camera. Black millennials know how to depict black millennials. It shows in their work product.
Black millennials want to watch content developed and directed by other black millennials. The content is less contrived. It does not feel like it is reaching to attempt to find its audience. Instead, it feels authentic.
Even if Caucasian creators write the content and direct it, a black creator should consult and get involved in the process. Black creators can look at the content through a different set of eyes. They know what will resonate with the audience and what appears contrived. To reach the black millennial audience, many advertisers want to reach; they must not appear too contrived in their message. It must flow naturally. Not only must the words seem authentic, but the delivery must resonate as well.
Making sure the people on the screen are as diverse as the potential audience will attract black millennials more than watching an ad with an all-male or female cast of dark-complected young black people.
- We Want to See Small Businesses and Small Channels Succeed
YouTube is made up of channels, much like cable or other television outlets. Some channels are large conglomerates with large audiences. They do not appeal to any niche marketplace. Instead, they try to capture all markets whenever possible
In contrast, YouTube has many smaller niche channels. These channels know their target audience well and try to focus on what that audience wants.
Black millennials, like most millennials of any color and background, want to see the small, niche marketplace succeed. They want to watch content on niche channels that appeal to their wants and needs.
While some of these channels may specifically target young black people, not all are geared towards race. Some target young professionals, while others target young artists.
In the end, millennials, in general, want to be heard. They want to feel like they are an individual, not part of a larger targeted audience. Partnering with niche channels will help reach those black millennials based on who they are, not their age or skin color.
In general, Millennials want to see people who look like them, the people they know, and the people they love doing things they love to do with other people that look like people they love. Black millennials are no different.
The people they know, and love are of all genders, colors, races, and religions. They love people of all genders, colors, races, and religions. While black millennials want to see black people in the advertising, they want it to be diverse. They don’t want it to be only black men and women of similar shades. They want to see people of all different backgrounds getting along.