Inviting Millennials and Gen Z’ers to be a part of your story

It will go a long way in your storytelling efforts.

When it comes to selling your product or service, nothing is more effective than storytelling. Video storytelling is an incredibly powerful way of connecting with your audience. Gone are the days when consumers buy from faceless companies. Today, consumers want to know who they are buying from and what ideas and concepts they are supporting with their purchases.

Know the Difference

Your story is an essential part of your brand, but that story needs to resonate with people in a way that is meaningful to them. Before you can sell anything, you need to know who that audience really is, and these days, most companies are focused on selling to Millennials and Gen Z’ers. What’s the difference? In a nutshell, Millennials are the generation born between 1980 and 1995 and Gen Z’ers are everyone born after 1995. Why does this matter? Because Millennials are the generation who were raised during the economic boom of the 80’s, while the Gen Z’ers came of age during the recession period, and are carrying much of that frugality with them today. That means they care about different things.

What Do They Care About?

You can pick out a millennial because they are usually floundering in their careers due to some unspoken promise about how their life would turn out: get an education, and you’ll be successful. Millennials are looking to connect with someone or something that will help them make meaning in their lives. Gen Z’ers, on the other hand, are pretty pragmatic as they watched their parents come through one of the worst economic downturns in history. As a result, they are frugal and smart about how they spend their money.

Storytelling to Two Different Generations

The purpose of corporate storytelling is to share a vision, along with a relatable triumph over some common struggle. For example, Millennials are looking to connect with brands that represent opportunity and independence. They enjoy branded content and video testimonials. Gen Z’ers are more likely to be conservative about putting money away while Millennials are more likely to buy into an experience. Consider how your story resonates with either generation and share the most relevant parts that will help these generations see that your company, however big, is run by real people. The story, however, may have to be presented in different ways to bring in different generations. Motivational videos are an effective way to capture a variety of storytelling strategies at once: visual, auditory, branding, authenticity. Brand identity is strengthened when you feature real people from your company or league of followers.

The Essence of Video Storytelling for Corporations

Whether big or small, your company has a story to share. Companies struggle to know what aspects of their story they should share. What mattered when the company launched might not be what draws consumers to them in the end, or in an ongoing way. It’s why you see so many brands rolling over after some time to create a new look or share a new slogan: they are trying to recreate a story in a new way. Whatever story it is that you are trying to tell, one of the most important things you can do is create consistency in that story. Ensuring that everyone is telling the same story amongst the ranks creates unison and cohesion that is vital to the success of a corporate story.

Crafting Your Story Using Video

While the essence of the story must not change regardless of the medium used, the message can ensure that it reaches the right target audience. Gen Z’ers look to influencers to help them piece together the story of a brand, while Millennials look for brand recognition. The longevity of your story will be important to Millennials: think brands that have stood the test of time and are trademarks for quality. Gen Z’ers, on the other hand, are looking for relatability and they want to physically see themselves in the story: unfiltered photos, real people in ads, and recognizable environments.

Connecting the Dots for Millennials and Gen Z’ers with Your Video Storytelling

When it comes to crafting your company’s story, remember that everyone is not your customer: you can’t sell to everyone. But these two generations are close enough and have enough of the same values, that with a little adjustment, you could target them effectively with your storytelling. Connecting with Millennials and Gen Z’ers is going to be about being consistent in your storytelling, portraying that story across platforms and outlets that they find relevant, and inviting them to be a part of the story by sharing their engagement with your products and services. Working with a video production company to invite these generations to be a part of your story will keep them coming back time and time again.