In order to market to an entire generation, it’s important to understand who they are and what they value. So, who is Generation Z?
Gen Z-ers are any individuals born from 1996 to 2010. They are on their way to becoming the highest-educated generation, with fewer high-school drop-outs and more college attendees than ever before.
Additionally, they are more racially and ethnically diverse than any other generation, with projections to become majority non-white by 2026.
Because of this, Gen Z-ers are progressive individuals who value social equality and diversity. They are accepting of people of different races, cultures, and sexual orientations.
Unlike any generation before them, they’ve never known a world without digital technology. This trait alone has made Gen Z-ers conscious consumers who understand the ins and outs of digital content better than their older counterparts.
With these characteristics in mind, how can you reach Gen Z with video marketing? Keep reading for six tips to create meaningful content that will resonate with this young generation!
Share Your Content on Relevant Platforms
If you want to reach Generation Z with your video content, the first thing you need to do is determine where they spend their time online.
According to a Pew Research Study conducted in April of 2021, YouTube is the most used platform, with 95% of Gen Z-ers reporting that they use this video content site. Instagram and TikTok are also on the up and up, with most young people under 24 regularly using these platforms.
These preferences demonstrate that Gen Z-ers love video content, which is excellent for video marketers! However, the length and quality of your videos will ultimately also how well they do on these platforms. On to tip number two!
Keep It Short
While YouTube allows for full-length videos, Instagram and TikTok have something important in common: They only permit you to post brief clips under three minutes in length.
So, why are short videos so appealing to the younger generation? Well, it may have something to do with our attention spans.
According to a National Center for Biotechnology Information study, the average adult’s attention span dropped from a mere 12 seconds in 2000 to just 8 seconds in 2013. This number can be even lower for the teenage Gen Z-ers.
So, to keep this demographic interested, it’s essential to produce short, fun, and engaging content. If you choose to post longer content on YouTube, you have to ensure that it’s interesting enough to keep them engaged beyond those initial eight seconds, which is no small feat.
However, one of the best ways to keep Gen Z-ers on the edge of their seats is by creating authentic content—more about this below!
Go For Authenticity
There is a reason why Gen Z-ers gravitate towards YouTube, Instagram, and other social media sites that allow everyday people to speak their mind: authenticity.
Generation Z enjoys watching raw content created by their peers. They are greatly influenced by content created by “real people” and prefer these authentic opinions over content from actors or other celebrities.
This idea is one of the reasons why this demographic is so captivated by influencers. If you aren’t aware, influencers are non-celebrities who typically have a following in a distinct niche, such as makeup, traveling, or sports. They speak to their audience in a colloquial, conversational tone that makes them feel more like friends than public figures.
Influencers‘ genuine attitudes and friendly demeanors draw Gen Z in, making them a powerful resource for video marketing. If your company can find influencers relevant to your niche, they can be an excellent way to help you gain a greater following and a loyal fan base.
If you aren’t in a position to work with an influencer, no worries. Instead, follow their lead and create content that is conversational, friendly, and sincere. Avoid “marketing talk” and promotional jargon.
If you create transparent, honest content, you’ll engage Gen Z-ers in no time!
Demonstrate Your Company’s Values
Want to know another thing Gen Z-ers respect? Companies with values.
This young generation is passionate about social and environmental issues. They are constantly working towards creating meaningful and impactful change. Therefore, they respect progressive companies that use their platform to make a positive impact in the world.
To better connect with Gen Z-ers in your video marketing content, try to hone in on what’s essential to your company and how you fit into this progressive movement. Whether you donate part of your proceeds to charitable organizations, create sustainable products, or support social change movements, Gen Z will appreciate your company’s initiative.
Allow Viewers to Engage with Your Content
Want to know the best part about connecting to Gen Z with your content? If your video is good enough, Gen Z-ers will market it for you, free of charge! According to a recent study by Fullscreen, Gen Z-ers are more likely than older generations to share the content they enjoy.
Therefore, you need to ensure that Gen Z-ers can share your videos on different social media sites, as this will help you reach a wider audience.
Additionally, this demographic enjoys interacting with content. So, when you post a video, remember to ask viewers to comment on their thoughts or tag someone who might enjoy the video.
If your videos are authentic and inspiring enough, they may even spark a hashtag or trend, which will bring your exposure through the roof. So, the more engagement, the better!
Pay Attention to Racial and Cultural Diversity
Since Gen Z is so ethnically and racially diverse, they love seeing diversity in video content (as long as it’s authentic). Additionally, they are very in tune with cultural differences and often align with brands that respect these differences.
To stay up to date with cultural matters, pay attention to current events and how different policies and movements impact members of each cultural group. Additionally, interact with members of different cultural groups when speaking on current issues. This step will help you create inclusive video content that speaks to people from different walks of life.
Lastly, ask several team members to review video content before publication to ensure that it’s culturally sensitive and racially inclusive.
Generation Z is an incredibly diverse and well-educated group of young folks passionate about social and environmental change. To connect with them through your video marketing, you should create authentic content that is conversational and personable.
Additionally, your content should focus on progressive change and how your company impacts the world. Try to keep your videos short unless you can create exciting content that will hold your audience’s attention. You should also ensure that your content is racially and culturally sensitive, as this is important to Gen Z-ers.
I hope this article has helped you connect with the next generation! For more generational video content, check out this article about how different age groups interact with content on YouTube.