To get started, here’s your Gen Z content marketing best practices cheat-sheet: Explore interactive content. Facebook •Gen Z is s(ll seeing what you post on Facebook. Video length can be as short and easily consumable as an Instagram story, or it can be a long-form video. Gen Z has arrived! 2 We UHD will soon become the norm, as technology starts to more widely support mobile and laptop UHD usage through faster bandwidth and technological advancement. Free Download HD or 4K Use all videos for free for your projects Nearly 60% of Gen Z’ers prefer learning on YouTube to learning through apps, textbooks, or group activities, according to a study by Pearson. Over half (52%) of Gen Z said they expect to use VR to play and watch video and online games in the near future. However, it’s not just school subjects they’re studying on YouTube. They’re avid consumers of media and goods and by 2020 they’ll make up 40% of all consumers. So if you see more videos popping up where your text used to be, now you know what audience is really important. YouTube) as a way to vent their bad emotions. They are empowered, connected, empathetic self-starters that want to stand out and make a difference in the world. They are currently between 24-39 years old (72.1 million in the U.S.) Gen Y.1 = 25-29 years old (around 31 million people in U.S.) Gen Y.2 = 29-39 (around 42 million people in U.S.) Gen Z: Gen Z is the newest generation to be named and were born between 1997 and 2012/15. Opinions expressed by Forbes Contributors are their own. The study revealed that 80 percent of Gen Z say finding themselves creatively is important. But, as with any technology, there’s a downside when things are used for nefarious reasons (or out of ignorance). Several social media platforms outrank cable as some of Gen Z’s media sources, and 35% tell us they use Instagram to watch video content weekly. 77 percent of Gen Zs still read printed books regularly. It’s way more image-based and way less text-based, and you don’t get everyone’s rant.”. Another 43% said they would use VR for movies, while 36% said they expect to use the new technology for live events, such as concerts and award shows. What’s different for this generation is not as simple as the internet or technology. Gen Z generally have a positive relationship with YouTube – they use it as an antidote for the depressing, phony world of modern social media. This makes millennials’ 12-second span seem lengthy in comparison. But Gen Z do not use YouTube in the same way as their older peers. Engage with customers. Facebook is more for browsing I teach undergraduate and graduate courses on science and technology ethics, medical history, science communication, women’s history, and research ethics. Technology is an essential component, but what’s changed is this generation’s relationship with culture. Whether people are tired of text or just the kind of endless and predictable ranting that happens on platforms like Facebook and Twitter, it’s clear that the visual experience is taking over. To some degree, technology is also responsible for shaping these habits – the availability of broadband internet and smartphones has impacted how we choose to watch films, listen to music, or read online. Facebook is the most-visited website for generations like millennials and Gen X’ers. More strikingly, a leading 35% said they use Snapchat most often of all social media. Better Software Group S.A. Privacy and Cookies Policy. 6 “I shared a video called “ Explaining My Depression to My Mother ” with my mom to try to explain what depression is like, and I felt the video really captured it. Generation Z-ers tend to interact more extensively with short video content, and 81 percent of them watch at least one hour of online video per day. “Gen Z spends 23 hour per week on video content.” Porter Novelli/Cone’s research reports that, in a generation whose preferences are still forming, it shouldn’t be a surprise that social media favorites change. While visual culture is more important than ever, we’ve simultaneously seen them abandon the curated Instagram “aesthetic” that so many marketers have been trying to sell them on. 18 percent opt for subscribing to YouTube TV. 78% of Gen Z use social media to discover cultural content. YouTube has faced criticism for a slew of reasons including encouraging dangerous pranks, allowing violent content to spread, providing a platform for parents to exploit their children, and failing to control racist, homophobic, and other hate speech. Gen Z certainly love online video (with YouTube at the forefront as the most visited website). It makes sense – the unreal, filtered world of Instagram does not scale appropriately to formats like live video. In our new Gen Z guide, we explored what excites and compels this generation to share on social media.. At ages 3 to 23, Gen Z will comprise 32 percent of the global population in 2019, edging ahead of Millennials. Videos have to be HD or higher. people born between 1980 and 1994, meaning they are currently 25-39 years old. Gen Z are a creative force about to redefine entertainment, consumption, the workplace and marketing. The popularity of video is also giving companies incentives to create more video content. Although ad lengths have been shrinking for years, it’s advertising to Gen Z with, Automatic Content Enrichment – Artificial Intelligence in Video, How Video Platforms Can Enhance Education, How COVID-19 might influence on the OTT industry, Want to Be a Chromecast Developer? Gen Y: Gen Y, or Millennials, were born between 1981 and 1994/6. Despite the demand for pretty pictures, video has comes to rule the social media landscape. Understanding this generation will be … Teenage Gen Zers spend most of their time watching videos on YouTube (37%) and Netflix (35%). © 2020 Forbes Media LLC. They will find a homegrown car reviewer more reliable than a high-budget automotive show. It is estimated that, with a shortened attention span, they can fully focus for a mere eight-seconds. Personal recommendations from family and friends remain the most trusted source of discovery for Gen Z. Understanding the way people consume media is key to creating and serving the content they are most likely to enjoy and digest. They will become conscious consumers and possibly become a real purchasing force with (quite possibly) deep pockets. 13.2 hours of TV content per week may seem like a lot, but it’s significantly less than boomers and Gen X before them. Always be authentic. Gen Z averages 68 videos per day on their favorite platforms, such as YouTube and Snapchat. If it isn’t already, customer retention should be a … Learn from Gen Z expert, Larry Milstein, in this free video workshop: ... One way is to focus on the social media platforms that are already engaging Gen Z and create content tailored to that audience. This makes millennials’ 12-second span seem lengthy in comparison. You may opt-out by. Generation Z, or Gen Z for short (also known as Zoomers), are the demographic cohort succeeding Millennials and preceding Generation Alpha.Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years. It’s also rife with misinformation – including dangerous medical advice. Gen Z They value honesty. A Google study showed that 7 in 10 Gen Zers also said watching videos with others helps them feel more connected. Of course, some members of Generation Z are too young to be economically significant for now, but they. Instead, focus on information, entertainment, or the opportunity to make a difference through social causes. , a smartphone is the central interface tool for interacting with reality. In this article, we will track the consumption habits of Generation Z, trying to find the key to successfully connecting them with video content. The key is finding the authentic connection … I earned a Ph.D. in History and Philosophy of Science and currently work as a freelance writer, instructor, and speaker on topics ranging from the history of medicine to the ethics of future technology. Clearly, they still want media to be social. Most of the videos they watch on YouTube are user-generated. As a result, the use of private chats and ephemeral stories on Instagram and Snapchat are more appealing to them. Additionally, Gen Z is turning to video content to decompress and find a release from the increased social pressures and competition they’re facing. After all, anyone can make a video and post it. We’ve long been told that as far as social media is concerned, Facebook is now the realm of “old people.” Perhaps fed up with watching people rant about their personal politics, Millennials and Gen Z have moved on to platforms like Instagram, Snapchat, and YouTube. The company’s top conclusion? Even though adjacent generations share some channel preferences, they don’t necessarily use them in the same way. Then again, if you’re anything like me, you’re clearly not part of the Gen Z crowd making video content more popular than ever. Marketers, influencers, news sites, and anyone else who wants to deliver a message to the next consumer generation – which also happens to be the most diverse in history - is going to have to invest in video content. Gen Z spend more time than the older generations on Instagram or Snapchat. Read this blog to learn more about how to reach Gen Z through YouTube video content. Gen Z even consumes shows and movies – in addition to their other video content - on their phones, tablets and laptops – and they do it for about 3.4 hours every day. Social Media Video Habits. That makes Instagram the top social platform for video consumption among Gen Z—and Millennials. How does Gen Z consume content? : born between 1944 and 1964, currently between 55-75 years old. ), But if Gen Zers have proved anything, it’s that they’re hard for marketers to understand. Gen Z uses Snapchat more frequently than any other generation. https://www.lemonlight.com/blog/connect-to-gen-z-with-video-content If your brand wants to reach Gen Z, Snapchat is the place to be. For example, one popular video, called “Study with Me” shows a young teen studying for 2,5 hours. They appreciate all kinds of unboxing videos (phones, video game consoles, gadgets) as the preferred way of discovering new products. Instead, focus on information, entertainment, or the opportunity to make a difference through social causes. But Gen Z do not use YouTube in the same way as their older peers. Gen Z use video content (i.e. at the forefront as the most visited website). They use YouTube for almost everything they need, including education and music consumption. Also known as iGen, this new generation, born after the Millennials, is large, diverse, and misunderstood. They love influencers, personal brands, and storytelling and use them to make their purchase decisions. Type of video content Gen Xers prefer: We use cookies to help identify your computer so we can tailor your user experience, track shopping basket contents and remember where you are in the order process. What’s important is that Gen Z don’t spend much time on any single video. 28 percent of Gen Zers subscribe to cable TV. So let’s get it out of the way first: The generations Z and Y seem to share an affinity, but they are actually very different in terms of consumption habits: what, how and when they watch, and how they communicate with each other. They will become conscious consumers and possibly become a real purchasing force with (quite possibly) deep pockets. grow up one day, becoming a force to be reckoned with. Eight in 10 of the Gen Z teens we spoke to said they proactively share YouTube videos with their parents or other adult family members. Not only do Millennials and Gen Zers differ in the mediums on which they view video content, but they also differ in the actual video content that they watch. Promote social responsibility. Gen Z even consumes shows and movies – in addition to their other video content - on their phones, tablets and laptops – and they do it for about 3.4 hours every day. In 2015, the market research firm, Wildness, conducted a study on 12 to 24-year-olds in the U.S. Gen Z love authentic, trustworthy content And although YouTube is not a bona fide social media platform, it perfectly caters to the needs of Gen Y’ers. 3. All the fancy nomenclature is very likely to give you head spin, not to mention you may have probably heard the terms “Gen Y” and “Gen X” once in a while – but still vaguely remember the definitions. According to a Business Insider survey (granted, of just 1,884 people in the US between the ages of 13 and 21), 65% of young people check Instagram every day, while 62% are daily YouTube users. 88% of both groups (Millenials and Gen Z) said that YouTube was their go-to source. This means you should shy away from angry and negative content. They are more likely to watch a recipe than to read it. Gen Z spend more time than the older generations on Instagram or Snapchat. All Rights Reserved, This is a BETA experience. What’s vital in terms of hardware is that Gen Z are the connected generation of people who fluidly switch from one screen to another – laptop, tablet, smartphone, and TV. This makes them a little more. Many of these videos are by influencers like David Dobrik, PewDiePie, and Emma Chamberlain. YouTube (64% of Gen Z) edges out Instagram (63%), which in turn edges out Facebook (61%). Jessica Baron is a tech ethicist and a freelance writer and editor. 5. 22 percent choose Amazon Instant TV. •Most engaging content for Gen Z is video, followed by photos. It’s a richer form of content than just text or photos and it’s more versatile as well. You can disable any cookies already stored on your computer, but these may stop our website from functioning properly. This makes them a little more challenging to target across the various devices. Not all learning-based videos are tutorials or training. Generation Z or Gen Z is a reaction channel for music and more! Gen Z don’t care so much about television. But even with the same technology at hand, representatives of various age groups are not likely to demonstrate the same behaviour. So the kids are alright (but maybe you should cut back on your couch time.). 61 percent have made the full crossover to digital streaming services. This is closely followed by YouTube and Twitter, showing that in order to reach this generation (well, any generation really), you’ll need to develop an omnichannel approach. A 2018 Pew study showed that 85% of teens use YouTube. (For Gen X and Baby Boomer parents who criticize that, it might be worth acknowledging that we’re often the ones putting that pressure on them.). All rights reserved, What are the Video Content Consumption Habits of Generation Z. : is the youngest named generation – people born between 1995 and 2015, meaning they are currently between 4-24 years old. ) If you’re anything like me, you’ll do just about anything to avoid watching a video and skip to the text instead. The only pla@orm where Gen Z isn’t the largest user segment, Facebook is s(ll their most used pla@orm. If you’re interested in the aesthetics, you can watch with the volume off. An average Gen Z person uses their smartphone 15.4 hours per week — more than any other type of device. YouTube) as a way to vent their bad emotions. Perhaps indicative of the need for a break, however small, from the struggles of everyday life, the most popular video content for weekly viewing among both Millennials and Gen Zers is comedy. If it’s the content you care about, you can listen without watching. And according to Google (which owns YouTube), they are using it to gain knowledge or learn skills (even if it’s how to apply winged eyeliner correctly). (This, of course, makes them a prime target for beauty companies and other businesses based on aesthetics. YEET shirt- https://coolcarll.com/yeet/ SUNDAY COOL- http://www.sundaycool.com/ Instagram: @CoolCarll Facebook: @CoolCarll 5. Over 25 percent post an original video weekly, while 65 percent enjoy creating and sharing content on social media. Gen Z-ers and millennials, those consumers-to-watch, make up a bulk of the apps’ demographic: Parklu reports that 85 percent of Douyin users are aged below 24, and the 2019 Global Web Index records that 41 percent of TikTok users are aged between 16 to 24. Here Is How to Get Started, What Is the HLS Protocol and Why It Is Popular in the Streaming Industry, How We Got Our Automatic Content Enrichment Patented – The Full Story, Better Software Group Contributes to Huawei’s Cast+ feature. It’s video or vanish for companies attempting to lure Gen Z consumers as Cisco estimates that video will account for 82% of internet traffic globally by 2022, up from 75% in 2017, and that live video will grow 15-fold over that time to account for 17% of Internet video traffic by 2022. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation With Forbes Insights, abandon the curated Instagram “aesthetic”. Comedy, beauty, and vlogger content are the top three types Gen Z says they enjoy most on Instagram. Dawn Papandrea is a NewsCred Contributor. They are more likely to watch a recipe than to read it. But don’t confuse quality with professionalism. A mere 34% were on Facebook daily and just 23% on Twitter. This year, Gen Z has emerged as a generation that will define itself. What’s vital in terms of hardware is that Gen Z are the connected generation of people who fluidly switch from one screen to another – laptop, tablet, smartphone, and TV. 5. By 2020, Gen Z will account for 40% of all US consumers. Whatever your preference, you have options with video. They use YouTube for almost everything they need, including education and music consumption. YouTube is a particularly popular site because it also allows for commenting on most videos and other interaction with creators, giving users the feeling of a direct relationship with content-makers. Of course, some members of Generation Z are too young to be economically significant for now, but they will grow up one day, becoming a force to be reckoned with. My work has appeared in international news and trade outlets, and I am currently working on my first book on public perceptions of future technology. © 2020 BSG S.A - Multiscreen TV applications. Generate Loyalty Through Meaningful Interactions. Whatever you think about Gen Z, it’s their world to change (and fix, to a large extent). •It’s a great pla@orm for reaching and engaging with parents of college prospects. According to a study by Ipsos, 80% of teens say YouTube has helped them become more knowledgeable, and almost 70% say it has helped them gain skills that will be an asset to their future. This “post-internet generation” doesn’t simply consume entertainment—they help create and shape it. Sound ridiculous? Mark McIntyre, CEO of advertising and web design agency MaxAudience, told The Manifest that the flight to purely visual platforms such as Instagram, Snapchat, and YouTube could be because younger audiences aren’t interested in sifting through different kinds of content to get to what they know they like. Find the best free generation z videos. I created and run the Top 10 List of Emerging Ethical Dilemmas and Policy Issues in Science and Technology, which has over a quarter of a million readers worldwide. Gen Z rely on influencer and peer-to-peer recommendations. Gen Zers are keenly aware when they are being sold to, so content bombarded with cold marketing and logos is going to fail with this generation. . This shortcoming offers solace for Gen Z souls. Now, another new study is highlighting the popularity of visual content. Taylor Lorenz reported in The Atlantic that younger users are beginning to “reject the notion of a curated feed in favor of a messier and more unfiltered vibe.”. Alright, first things first. They also like DIY videos. Gen Zers have an uncanny ability to filter content. 5. Create quick, effective content to market to Generation Z. According to Google writer Matt Anderson: “…when we asked Gen Zers which platforms they turn to when they want to relax or cheer up, the No. 5. A new survey from the business website The Manifest reports that 89% of Gen Zers use YouTube, 74% use Instagram, and 68% use Snapchat on a weekly basis. don’t care so much about television. Gen Z use video content (i.e. : people born between 1965 – 1979, currently between 40-54 years old. Whatever you do, don’t lump in Gen Z with millennials. 1 response was YouTube.”, While we might assume that the love of video means watching the now seemingly old-fashioned television, we’d be mistaken. Regarding video content, Gen Z’s use over-the-top (OTT) services that are not tied to a cable or satellite service, more than TV and other channels. Explain to your Gen Z customers how your product or service can help them. (Clearly, there’s a separate conversation to be had here about bandwidth consumption - half of all video traffic is viewed on mobile.). Millennials and Gen Z equally love YouTube, but because Gen Z better than their older peers understand the appeal of Snapchat and Instagram, they apply similar taste to YouTube content – they prefer short, fast, bite-sized pieces. However, Generation Z is the only generation that prefers YouTube over any other social media. Video is also a de-stressing mechanism. They have created a new Cultural Currency that values uniqueness, authenticity, creativity, shareability and recognition. We’re all aware of the importance reviews plays in building brand trust, but … “Snapchat and Instagram are cooler for younger generations because they have less content,” he said. A 2018 Pew survey found that among teens, more use Snapchat (69%) than Facebook (51%). Unboxing videos show people unpackaging products in front of a video camera and are some of Gen Z’s favorite types of brand content. Understanding these unique demands is key to connect with them successfully. We have a great community at Gen Z Reacts so make sure you subscribe! In addition, it seems that Gen Z has absorbed a lot of the privacy warnings and taken to heart some of the ethical issues that come with oversharing on platforms like Facebook – after all, they’re also thinking about their futures and know that what happens on the Internet doesn’t stay there. What’s important is that Gen Z don’t spend much time on any single video. I earned a Ph.D. in History and Philosophy of Science and currently work as a freelance writer, instructor, and speaker on topics ranging from the history of medicine to…. Sound ridiculous? We take a look at what catches and holds their attention ahead of 2019. I’ve held public outreach positions in higher education and served as the Managing Editor of the journal Studies in History and Philosophy of Science. Focus on short videos over long-form articles. This updated strategy is extending to video marketing as well. 13.2 hours of TV content per week may seem like a lot, but it’s significantly less than boomers and Gen X before them. Generation Z: OK With Branded Content One of the studies was conducted by Defy Media for Adweek . According to a Nielsen report, adults watch roughly five hours of television per day on average – more if they’re older. Successfully catering to their needs requires careful consideration of a few things: Gen Z are not bothered when they watch content, which is produced as advertising – as long as it’s still useful to them and makes them feel good. Branded content is ok as long as it’s valuable, Gen Z love authentic, trustworthy content, The professional presentation does not matter as much as video quality, Gen Z love personal branding and storytelling, Generation Z-ers tend to interact more extensively with short video content, and, 81 percent of them watch at least one hour of online video per day. It is estimated that, with a shortened attention span, they can fully focus for a mere eight-seconds. “You get to choose to see all the good stuff and none of the junk. This means you should shy away from angry and negative content. They surveyed a group of 1,452 teens ages 13-20 about what they think about social media platforms, digital video, and the new breed of online celebrity. To uncover the truth about this new generation, currently ages 20 and under, The Center is leading a landmark Gen Z Research Study Series. Hook up with influencers. While it was a study of just 627 U.S. social media users, it also showed that the majority of EVERY generation checks YouTube once a week (even 52% of Baby Boomers), making it the only platform with that kind of reach. At the same time, media publishers have become an important channel for discovery. They … Of course, this comes with a downside – young people feel more pressure to look the part and even establish a “brand” by the time they’re out of their teens. Gen Z don’t care much about the quality of the video, as it’s justified. Understanding these unique demands is key to connect with them successfully. Although ad lengths have been shrinking for years, it’s advertising to Gen Z with six-second pre-roll ads is considered the new industry standard. 83 percent of Gen Zs watch Netflix. Make your sales pitch relevant and easy to understand. While we often fail to appreciate the grind that is an increasingly competitive academic and social atmosphere, 84% of the young people Google interviewed in their study said they feel overwhelmed by their school work and activities – YouTube allows them to decompress. While it is an important platform, Gen Xers share content - especially video - more readily to Facebook than any other site. Example, one popular video, as it ’ s important is that Gen Z finding... Use social media landscape television per day on average – more if they ll..., a smartphone is the most-visited website for generations like millennials and Gen Z Reacts make. Than any other social media to discover cultural content, creativity, shareability and recognition up 40 % all! 1944 and 1964, currently between 55-75 years old said they use in... Trusted source of discovery for Gen Z certainly love online video ( gen z video content YouTube the... 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