We always see advertisements for higher education that focus on someone juggling a job, their personal life and getting their degree. It resonates with viewers and tugs on their heartstrings, but there are other ways to reach people- specifically millennial Women.

Video marketing remains one of the most effective forms of marketing in today’s culture, which is why you should take advantage of it. When you think of videos on the Internet your brain automatically turns to Youtube, which is where your target audience spends a good amount of time. It turns out that Millennial Women aren’t just watching make-up hauls and parenting hacks.

Finding Inspiration

Want them to think about signing up to take classes at your university? Create a playlist on your channel that will teach them useful skills. Provide them with a piece of information they’d be able to learn more about if they took a certain class. These women are turning to YouTube for how-to videos because they are interesting in continuing to learn. Think With Google has described them as a group of “self-starting entrepreneurs” who aren’t interesting in staying stagnant in their careers. Play to their interest in starting their own companies and talk about the courses that can help them prepare for becoming a successful business owner.

It’s important to understand that while these women might have kids, they plan on fulfilling their other goals too. For example, Google found that:

Sixty-seven percent of millennial moms say they have continued to pursue their personal passions since having their child(ren), which is significantly higher than Gen X moms.

When you create a campaign to grab their attention, use it to empower them. While people tend to find advertisements to be one of the more annoying aspects of YouTube, they do sometimes stop and watch before clicking through to their video. This happens more frequently over time with data finding that the amount of time women spend watching ads on YouTube more than doubles each year.

Stay On Trend

What are the types of advertisements that get them to pay attention? Ones that empowers viewers. As we’ve been seeing with the YouTube Ads Leaderboard, the commercials that get people talking are the ones that make a statement. Not only does this help with getting views, it also helps with brand awareness. So center your campaign around an issue that is close to their lives. One idea would be to focus on the gender pay gap, a topic that has been getting a lot of attention lately. It has been predicted that the gap won’t close until the year 2186, something that is simply unacceptable. Show women that you are doing your part to close the gap and that they can be a part of it too. Show them that you have the tools that can make it possible.

Millennial women are determined to make the most of their lives and that means having a family and a career or two. If you want to reach them. find out where they are and speak to them in a way that makes them feel empowered.

For more information on digital marketing strategies for your institution, visit the Pepper Hub or contact us with any questions!

Sources:

• What Women Watch: Trends Toward Entrepreneurship, Education, and Empowerment on YouTube: http://bit.ly/2m45c5W
• The Global Gender Gap Report: http://bit.ly/2eBMxiW