Marketers and digital marketing agencies have been giving the Millennial generation (those born between 1981 and 1996) attention for years. But the times have changed and more recently, the focus has shifted to the younger generation, those known as Generation Z (born in 1997 onwards). While both generations are “young” there are some differences, most of which can be found in the content they consume and how they consume it. 

When you are creating a content marketing strategy you should consider the medium of the content you will be sharing. With regard to Generation Z, video content is the main form of content that they consume, and they use streaming services as well as social media platforms to consume it on. 

So, you are probably wondering what Gen Z is watching, and what this means for your brand. Below we give some helpful advice. 

 

What Platforms Pique Their Interest?

 

Any successful content marketing strategy makes use of social media platforms and content sharing platforms. For the most part, these include Facebook, YouTube, Instagram, Twitter, and LinkedIn. And while these are good platforms to use, Generation Z is navigating more towards platforms such as YouTube, TikTok, IGTV, and Snapchat. Two of these provide ephemeral or short-lived content, which is important to note for future content marketing strategies. 

 

YouTube

 

YouTube has always been a part of Generation Z’s life, having been founded in 2005, and so it stands to reason that it has been adopted as their preferred platform for consuming video content. The numbers certainly don’t lie, with up to 85 percent of teenagers today using YouTube on a daily basis to watch videos. 

The shift from television to shorter clips of content that are found on YouTube has changed the way in which brands, businesses, and influencers are creating content. The rise of “vloggers” has seen a unique form of video content being shared, wherein people upload personal videos about themselves in order to connect with their audience. 

 

Snapchat

 

Snapchat is another key video trend of note, with many of those in Generation Z preferring this over Instagram. The rise of the “Snap Originals”, which are original shows that are created and shared by popular storytellers and content creators. This shows a significant shift in how this generation consumes video content, with vertical videos being the most popular way to watch video content. 

This means that now your content marketing strategy needs ot be aligned with how Generation Z watches video content instead of simply re-using old content. Creating original video content in the right format is the way to grab the attention of this audience, especially if you are an established brand looking to reach a younger audience

 

TikTok

 

TikTok is a social media platform that has taken the world by storm, and has especially been embraced by the younger generation. It is a short-form video sharing application, and this has brands taking notice when it comes to their content marketing strategy. The content style is quick, fun, and usually very DIY, reminiscent of the popular Vine of the Millennial generation. 

TikTok encourages creativity from its users, which can work well for brands in the creative industries and for those who want to refresh their image. The video clips on TikTok are only 15 seconds long, but this can be used effectively when combined with a strong content marketing strategy. 

 

What Does This Mean For My Brand?

 

Understanding how and where Generation Z consumes video content is only one part of the puzzle. You will need to put this information to work in your content marketing strategy in order to reach this younger audience and build more brand awareness and interaction. 

  • Drop Traditional Video Marketing Methods: As you have learnt, Generation Z uses different platforms for consuming their video content, which means you will need to use untraditional methods for video marketing. Avoid using actors in your videos, instead use real people, as Generation Z prefers to see authenticity and real people with real struggles benefitting from your products.

 

  • Eight Seconds Or Less: You have a great product to sell and have an awesome story to tell…but can you do it in eight seconds or less? The video platforms that this younger generation uses today only allow for very short videos, so be sure to keep this in mind when creating videos for your brand. 

 

  • Different Platforms For Different Uses: Generation Z has grown up with social media, which means they use it in a different way to other generations. Often they will use Facebook for information, Instagram to share their lives with friends and family, and video platforms for entertainment. Focus on creating entertaining content for video platforms and informational content for others. 

 

It is true that video killed the radio star, but streaming video has killed video as we know it. And ephemeral content is not far behind this. In order to reach Generation Z, brands must look to and understand the new platforms that are being used by these consumers. If you would like a unique video content strategy for your business, contact NetMechanic today to find out how we can help you.