As Generation Z supplants Millennials as the youngest generation with spending power, marketing leaders are searching for the right types of content to engage Gen Z where they spend the most time: on social media. This generation lives on such platforms — 89% of teenagers say they use social media daily. They’re always looking for ways to better connect, both with their friends and with the influencers they follow.
While partnering with the right influencers is critical, even more important is making sure that your messaging is in sync with what these social media power users want to see. And what they want to see is video.
As mobile phones have improved in screen quality and processing power, video is increasingly the medium of choice for young, highly engaged social media users. And a subset of these highly active social media consumers turns out to prize certain values, making them even more likely to watch, and engage with, video content. Compared to the rest of the social media population, users who are active on multiple video-focused platforms place a higher emphasis on values like experience, belonging, trust and passion.
To ensure your marketing message is resonating strongly with this crucial cohort, follow these two strategies:
- Build a video-centric social media strategy. Increase emotional brand resonance by using Gen Z video mavens’ differentiating values as guideposts to tailor tactics and tone. Video can foster an increased sense of connection with the people and brands these consumers follow, leading to more and better engagement. Ninety-five percent of consumers are likely to remember a call to action after watching a video, compared to only 10% after reading pure text.
- Pump up intimacy and immediacy with live video that highlights product usage. Emphasizing real-time video dispatches also helps increase engagement. In a recent survey, 82% of consumers said they prefer live video from a brand over social posts, and 80% of audiences say they would rather watch live video from a brand than read a blog.
As Gen Z ages up and continues to increase its purchasing power, brands whose social media strategies lean into what this generation cares about most will find themselves best positioned to cut through the blizzard of marketing messages.