How To Create Videos That Resonate With Gen Z
It’s no secret that Generation Z is the new buzz in the business world. While it seems like just yesterday that everyone was obsessing over how to target millennials, the focus has now shifted to the true tech-loving generation. This up-and-coming generation is smarter and more in tune with technology, and has a sincere desire to save the world. But how do we reach them?
From the outside, Generation Z might seem like they’re walled off, always on their screens and connecting with each other on private platforms. However, with a few insights on where they’re watching content and what they want out of it, you’ll find it’s possible to get in touch with them. Here are some tips on how to catch the attention of Gen Zers.
1. Execute And Test
After you’ve established where you’re going to reach Gen Z and how you’re going to speak them, it’s time to start producing stuff for them to sink their teeth into. This involves setting up key metrics, such as shares, increasing views, and comments. Start studying these points, and set barometers for success. For example, pay attention if your new video has the same amount of views as your last one, but has many more shares.
Try changing the formatting of your videos. How successful are your long videos compared to your short ones? Are lists successful? What about interviews? Keep track of what works, and head in the direction of least resistance. Appealing to Gen Z is one of the most challenging tasks of business leaders today. Most of the time, you’re going to have to go through trial and error before to find a process that works.
Building a Gen Z community is more about believing in experimentation than it is being a smart marketer.
2. Learn Where They Are Watching Content
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If you want to reach Generation Z with video content, you’re going to have to first find out where they’re viewing. As noted in a study byAdWeek and Defy Media, over 95% of Gen Z uses YouTube regularly, with 67% reportedly on Facebook, Snapchat, and Instagram. Furthermore, according to Tubular Insights, Gen Z is leading the way with streaming platforms, with 66% currently subscribed to Netflix. These folks are changing the way video content is distributed and viewed, and this is something you can capitalize on.
To get your company in front of Gen Z viewers, you’re going to have to start distributing to the platforms they’re already subscribed to, as well as consistently come up with original content they will enjoy. This can range from education to entertainment, and you should be mindful of your brand’s principles and how they fit.
Because there’s such a wide variety of channels to choose from, this generation isn’t going to be sold on the same cookie-cutter material. Quite simply, you’re going to have to figure out what they’re interested in and embrace those concepts.
3. Focus On Their Ideas
Generation Z is out to change the world. In fact, according to Marketo,60% want a job that they believe will make an impact on the world. This generation has a deep concern for what the future holds, and want to help directly. They’re also much smarter regarding their future plans,with 71% focused on saving. And if you’re looking to tap into these ideas, you’re first going to have to figure out where your brand fits.
It won’t be enough to simply start a recycling program or create a high-minded clip of how your company is making an impact; to impress Gen Zers, you have to have a mission. You should make it clear in your video content that there’s an overall goal your company is after (beyond just profits). Furthermore, this is something that needs to be done consistently, so ask yourself: “Does this follow our mission? If so, how are we helping change things?”
These can be tough questions to answer, as they require you to dig deep into what you stand for. If you haven’t already written out your mantra or mission statement, this would be a good time to do so: you need to make sure your ship is pointed in the right direction before you continue the voyage.
A big mistake leaders make when trying to connect with Gen Z is trying to disguise their brand to resonate with younger consumers. Not only does the lack of authenticity drive Gen Zers away, but your customers from other generations will become less loyal as well. To save your organization from this, focus on your customer values and purpose before launching your Gen Z campaign.
Generation Z is shifting the way we watch videos, and it’s time to start thinking about how to stay a step ahead. When it comes to connecting with the next wave, what are you going to do to stay ahead of the curve?
Courtesy of Forbes.com