Millennials don’t respond to traditional media in the same way that other groups do, they are wary of scripted and over produced video. They prefer user-generated content (UGC) – content generated by their peers. Millennials surveyed were of the opinion that UGC is more memorable than other media, and more trusted.
Trusted, sincere, it seems that the creator has the right motivation and passion for the purpose. If a video is presented by a person directly to a smart device the message seems more sincere and the content feels less like a sales pitch and more like advice from a peer.