In today’s social media landscape, Gen Z dominates some of the most popular platforms like TikTok, Instagram, Snapchat, and YouTube. The World Economic Forum also notes that they spend the most time on social media, averaging at 2 hours and 55 minutes per day. This makes Gen Z the most valuable age group for marketers to target, as their online population and internet usage are unmatched.
Gen Z prefers social media platforms that are multimedia-heavy. This coincides with the rise of visual culture and content, where information is better relayed on social media through videos. In this post, we’ll take a look at why video marketing gives you a better access to Gen Z and how to make video content that they will love.
Gen Z and Video Content
Much of Gen Z’s obsession with media heavy platforms like Instagram, TikTok, and YouTube can be credited to their disinterest in going through various kinds of content before they see what they genuinely like. What’s more, these platforms are reliant on videos and images which can deliver information much more efficiently than text.
It also goes without saying that Gen Z are more aware of the repercussions of oversharing on social media. And because of this, they’ve embraced the ephemeral format of Snapchat and Instagram stories.
There is no question that video reigns supreme over other forms of content on the internet. It provides more information compared to text and photos. With Gen Z being the most active age group on social media websites, it’s safe to say that marketers and other organizations who want to attract the next consumer generation should invest in content that they like. And this means creating appealing videos given that Gen Z prefer social media platforms that focus on video content.
Moreover, a 2018 study revealed that 85% of teens use YouTube, showing how much Gen Z love visual content. With video predicted to account for 82% of internet traffic globally by 2022, marketers should now understand that the only way to effectively appeal to Gen Z is by running well-crafted videos on these platforms. Doing so can help brands gain exposure and nurture a loyal following of Gen Z consumers.
How to Use Video Marketing to Your Advantage
Now that you know why it’s important to invest in video content, let’s take a look at how you can adapt your video marketing to fit the tastes of Gen Z.
Keep it Organic
If you’re trying to create a real connection with Gen Z, you should try to keep things as authentic and organic as you possibly can — especially if you’re a large brand. One way to do this is by letting influencers have free rein over the type of video content that they will produce for your brand. This then breeds authenticity that can help your promotional content feel effortless and veer away from traditional advertising methods which are mostly ineffective for Gen Z.
Have the Right Equipment
As we’ve established, Gen Z are a highly visual generation, so it’s in your best interest to create high quality content. To that end, be sure to equip your business’ marketing and creative team with the tools that can help them meet these expectations. Thankfully, high quality video equipment is no longer just for videographers and filmmakers, as many brands and models offer cameras that can capture 1080p and even 4k video. Depending on your budget and the type of content you’d like to produce, your team can procure professional video cameras, action cameras, video accessories, and live streaming equipment to produce the video marketing content you need.
At the end of the day, marketers should be able to keep up with the times. By adapting to the tastes and interests of Gen Z, marketers can ensure that the brands they represent gain the trust and loyalty of the next spending generation. For more articles on how to nurture loyalty with your customers, be sure to check our blog posts.
Author: Kayla Jacobs
