How and Why Gen Xers use YouTube
Research(1) shows that Aussie Gen Xers turn to YouTube to get things done, engage with their passions, and rediscover their childhood memories. What can your brand/business do to reach this unique audience?
Gen Xers, aged 40 to 55 years old (born between 1965 and 1980), grew up listening to Walkmans (I know I did☺), eating Neapolitan ice cream, and watching shows like Thunderbirds on TV — the only thing that was notably absent was the internet. Despite this, Gen X is embracing the multi-screen, multi-channel world that we know today. YouTube is a big part of that world for both Gen X and for the rest of Australia. Aussies of all ages are spending more and more time on YouTube, with over 15M Aussie adults spending more than 18 hours each on YouTube per month.
But what exactly are Gen Xers watching on YouTube? As a business owner, it's important that you understand the role the platform plays in their lives.
A lot of online communities are being built, a lot content is being shared, therefore YOUR BRAND can do a lot to remain relevant and helpful. Knowing these emerging trends, your content marketing and your product/service offer can be adjusted to try to meet these new needs.
*(Source: Think with Google, April 2020/Search,Video,Consumer Insights, Data & Measurement)
Every small business in Australia is now feeling the impact of the lockdown and social distancing rules.
I definitely do myself and I believe it's OK to accept the change that is happening right now and actually grief our losses (of whatever nature they may be). We shouldn't try to solve all problems - past, present and future - in just a few weeks. It's OK to take things slowly and put health and safety first - ours, our families' and our employees'.
It's a perfect time to learn and plan our next steps, to be prepared for the next crisis, as we do not have many precedents that live up to the current landscape.
We'll need to do more than adapt, we'll need to innovate our way out of this.
I believe the best thing for all businesses now, whether temporarily closed or operating under a different model for a while, is to take the pulse of the market, to watch how the consumer behaviour changes and to keep in touch with customers (website, social media, email etc.) and try to address their needs and pain points in any way possible, even if that means simply communicating and educating without actually making a sale. You'll be rewarded with their loyalty when your business resumes its normal trading. (Although, the longevity of this strategy depends largely on the efficiency of the government support).
There are lots of free resources and tools out there at the moment that can help your business plan better for the different future ahead. They can also help you maintain your customer relationship and/or service providing or event management free of charge for a few months, so here's just a snapshot of some of these tools below.
Now is the time to be proactive
The coronavirus is currently affecting businesses of all sizes all over the world.
One by one, cities and societies go in lockdown, with fewer people travelling, no in-store traffic and all events cancelled.
However, there are steps you can take to improve and expand your digital presence that may help mitigate the fallout in this challenging time.
'Writing comes more easily if you have something to say.' (Sholem Asch).