Want to reach Gen Z? Why video is the way to go.
Generation Z. This is the demographic that comes right after the Millennials, born anywhere in the mid-1990s up until the early 2010s. They have been using the internet and social media since could hold devices and are extremely comfortable with technology. So how do businesses effectively reach such a unique generation? The most straightforward answer is through the use of video.
When it comes to engaging Gen Z, video content is king. And here’s why.
1. Still graphics and words blend into the background for this generation. Generation Z consumes almost all its content as video – especially YouTube. If you’ve ever been around someone considered to be within this generation, you’ve likely seen it. They are constantly being fed content through their mobile devices, but it’s not Facebook or Twitter, not even Instagram or Snapshot where they’re spending most of their time. It’s actually primarily video apps such as YouTube and also TikTok where you can find them pouring over content for hours.
What does this mean for businesses who want to get in front of this generation? Go where they go! Have a strong presence on these apps, and advertise on them. Curate content that is specific to how the platform works.
2. Video breaks through the background noise and holds their attention longer.
Imagine this, wonderfully creative copy is now just a part of the white noise for this generation. Even the most visually gripping graphics will get swiped by if they are not moving and making noise. Only video combines every element to overload the sense and that is just what this generation loves. Through the mounds of content we all consume daily, it’s video that is the most memorably and that keeps us engaged longer.
Although you may not be Generation Z, think of how you respond to video content. You might actually watch the full 3 minutes of a video, whereas you wouldn’t spend more than 30 seconds browsing an article or a mere 10 seconds looking at a graphic. For this reason, Gen Z loves video content and consumes it wholly and rapidly.
3. Video is more commonly and easily shared by this generation, so it has a better chance of going viral.
Finally, and most importantly, video stands a far higher chance of skyrocketing to “viral” stardom. Sharing funny, thrilling, provocative videos is the lifeblood of Gen Z. If your business wants to not only entertain, but engage and influence this generation you need to shift your marketing and advertising focus to mapping out how you plan to create this type of video content to represent your own brand. Content alone, not even video content, will guarantee an instant “win” with this generation. It needs to grab then, pull them in, and keep them watching until the end. Then it needs to compel them to repost, direct message to their friends and add to their stories.
For a 60 second recap of the points covered above, click on the newest Mid-Atlantic Media Hub’s Media Minute below!
If you’re a business that wants to reach people in this generation, you need to embrace the use of video content. Yes, that does mean an investment greater than what it takes to plan and produce still graphics or plain content, but because it is so much more effective for reaching this generation, it can be easily justified if this is your target market.