A new wave of consumers is emerging, known as Generation Z.
The days of trying to understand Millennials have now shifted to the youngest generation of Gen-Zers. But, marketing to Gen Z remains somewhat of a challenge.
Currently, the new generation makes up 26% of the global population. Born between 1997 and 2012, Gen Z is the only generation to grow up, never experiencing a world without digital technology. This makes them highly tech-savvy and comfortable with digital content.
As the generation enters adulthood, brands are becoming more intrigued about how to market to Gen Z as consumers. After all, in 2020, Gen Z accounted for more than 40% of consumers in the US.
How to Reach Gen Z
From the outside, it might seem like the younger generation is distant and always on their phones. However, it’s more than possible to connect with them. You just need to know how to get their attention.
We know Gen Z-ers spend a lot of time online. We also know they favour visual content like video.
Gen Z-ers watch an average of 7.2 hours of video content per day. That’s nearly half of their waking hours spent watching video!
And most use their smartphone to do so. As many as 98% of Gen Z-ers worldwide own a smartphone, and 55% use their smartphone for five or more hours a day.
So, video on mobile seems like the perfect avenue to reach them, right?
But remember, Gen Z-ers are consuming video like no other generation. So, it’s not enough to simply produce video content to capture their attention. You have to get them caring enough to engage.
So, what’s the secret to reaching Generation Z?
5 Tips for Marketing to Gen Z with Video Content
1. Go for Authenticity
As a generation that’s grown up online, Gen-Zers value raw and authentic video. When content is too picture-perfect, they can see through it. An article from The Atlantic says that the younger generation rejects the notion of a curated feed in favour of a messier and more unfiltered vibe.
We see this with their appreciation for candid influencers.
Think about the rise of influencers like Emma Chamberlain, who’s known for her unfiltered and casual style videos.
Gen Z is captivated by ‘real people’ posting original content and speaking candidly with their audience. 82% of Gen Z-ers say they trust a company more if it uses images of real customers in its advertising.
So, posting user-generated content (UGC) is an excellent strategy to make your video resonate with the younger generation and get them to trust your brand. Think video that’s real, raw, genuine and a little bit messy.
2. Keep Videos Short
Gen Z-ers have a short attention span – only 8 seconds long! So, if you want to engage them, your best bet is short, fun, and entertaining video content. Use Instagram stories, Reels, and TikTok to create short-form content.
The younger generation is no stranger to social media. With only 8 seconds to keep their attention, using memes, new songs, and trends is a sure way to get them engaged.
If you want to boost engagement, go for interactive video content. Think about using Instagram polls, fun filters, or quizzes. Interactive content can even help users make purchase decisions. For example, a beauty brand posts a quiz to find your perfect foundation shade. Once the user has their answer, they’re a step closer to making a purchase.
3. Post Videos Where They’re Going to See It
The placement of your video content is just as important – if not more – as the type of content you’re creating.
To market to Gen Z, you need to go where they are. Most of their social media time is spent on platforms like Instagram, TikTok, Snapchat and Youtube. EarthWeb reports that 62% of Gen Z use Instagram daily, and 60% say their preferred platform is Youtube. They also report that there are 42 million Gen Z users on Snapchat, 37.3 million Gen Z users on TikTok and 33.3 million on Instagram.
So, if you want to get your video content in front of them, visual video platforms are the place to do it.
Not to mention, posting on these channels can also improve your video SEO.
According to Google’s internal data reported by TechCrunch, nearly 40% of Gen Z prefers searching on TikTok and Instagram over Google Search and Maps. Additionally, 29% of the younger generation uses Instagram to find news. So not only are they using social platforms like TikTok and Instagram frequently, but they’re also actively searching for content on it.
Read our tips on how to use TikTok as a search engine.
4. Make Shareable Content
Supercharge engagement with your videos by creating share-worthy content. Wherever you’re posting video, make sure there’s an option to share with others and comment or like the post.
Gen Z-ers are likelier to like, share and tag their friends in branded content than older generations. They are also more likely to give feedback and promote a brand that they’ve had a positive experience with. In addition, 43% of Gen Z-ers say they would participate in a product review.
Take full advantage of this by creating branded hashtags to share online. Start tagging accounts in your social posts and encourage comments and social shares!
5. Talk About Your Brand Values
Gen Z is known to appreciate brands that talk about their values openly. As a whole, the generation is passionate about social issues and is conscious of making impactful changes in the world. A report by NRF shows that 55% of Gen Z choose brands that are eco-friendly and socially responsible.
With this in mind, using video marketing as a channel to express your brand’s values and commitment to social change is an excellent strategy. But the key is to be authentic in your messaging. Use video as an outlet to shine a light on an important issue or initiative and the work you’re doing to support it.
How Are You Marketing to Gen Z?
One thing we know for sure is that Gen Z-ers are watching video.
Creating authentic content, using the latest trends and posting on TikTok are proven strategies to get your videos in front of the right audience.
Leveraging StoryTap’s patented video platform, you can easily create thousands of videos to adapt your marketing strategy to reach Gen Z.
Learn how StoryTap helps brands drive traffic, boost engagement, and produce customer video stories. Chat with our team today!
For more information about Gen Z, download Generation Video: A Toolkit for Marketers
