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Media & Marketing
Published: 19 Jan 2016

Millennial Men & Mobile Video

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Axe's Find Your Magic campaign

Millennial men spend more than two hours per week watching online videos (Nielsen, 2014) and 44% more time per month on YouTube than women (Digiday, 2015). Additionally, London-based ad tech firm Unruly has discovered that millennial men are far more likely to feel intense emotional reactions to video ads than any other demographic.

This leads us to two conclusions: one is that millennial men really are receptive to video marketing; the other is that video marketing in 2016 means marketing on the smartphone – 92% of US millennials consider this their primary device for watching TV on the go (Adobe, 2015).

As discussed in our Media & Marketing Look Ahead 2016, brands can foster deeper connections with consumers by empowering them – for example, through instructive content. American deodorant brand Axe is leveraging mobile video to engage millennial men on Instagram via a series of 15-second “Instagroom” tutorials. Using the hashtag #FindYourMagic, the clips encourage men to nurture their own personal style, tapping into trends of individuality and strength we explore in Get Real.

Similarly, global endurance event brand Tough Mudder is using mobile video to engage new millennial male (and female) recruits. The clips compare childhood adventures to the experience of competing in its challenges. Using the hashtag #ItsAllBeenTraining, viewers are encouraged to share stories on social media about the most epic thing they’ve ever done.

For more on the power of mobile video, check out our State of Mobile: Winter 2016 report, as well as Ignition 2015 and New Video Marketing Strategies. For more on engaging the male consumer, see Marketing to Millennial Men.

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