Content is king, video is queen: why Gen Z chooses video above all else

A picture says more than a thousand words

For Gen Z – the young people born between 1997 and 2012, but also the consumers of tomorrow – video is the medium of choice. Why? Allow us to explain:

Fast and effective

Gen Z grew up in a world where everything moves at lightning speed. With an average attention span of 8 seconds - 4 seconds less than Millennials (Microsoft, 2015), they want to process information as quickly as possible. Videos are the perfect format for this: in just a few seconds, you can convey a lot of information with visuals, sound, and text. A quick video is much more appealing to Gen Z than reading a lengthy blog post (quite ironic, right? 😉).

Visually oriented

This generation is highly visual. Everything has to look appealing and aesthetic, and videos offer the perfect mix of visuals, sound, and text to hold their attention. Platforms like TikTok and Instagram have capitalized on this with quick, bite-sized videos that are easy to digest.

Personalization and algorithms

Gen Z loves content tailored specifically to them. Over 6 in 10 young people say that personally relevant content is more important than content popular with the broader public (YouTube, 2022). And YouTube, TikTok, and Instagram understand this well. They bombard young people with videos that perfectly align with their interests. This makes videos feel more personal, as if they were made just for them. Add in the addictive algorithm, and voilà: they keep scrolling and coming back for more.

Authenticity and connection

Gen Z values authenticity. They can easily spot inauthentic marketing and crave brands and content that feel genuine. Videos – especially spontaneous, unfiltered ones – provide a direct way to present your brand in a personal and sincere manner, giving it a face. It’s no wonder that influencers sharing their morning routines or brands offering behind-the-scenes glimpses are so popular with young people. Marketing professor Heather Dretsch (NC State University) found that 62% of Gen Z is interested in getting a behind-the-scenes look at brands. “Gen Z just wants to know what's really happening behind the scenes. They want to see the stories and details you don't usually get to see,” Dretsch said.

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How video is changing the marketing landscape

The importance of video in marketing is growing exponentially, largely thanks to Gen Z. Here's how video is changing the way we communicate with this generation:

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Short and powerful content reigns

Long and elaborate ads are a thing of the past. To truly connect with Gen Z, your message needs to be short, powerful, and to the point. TikToks are often no longer than 15 to 30 seconds, and Instagram Reels and YouTube Shorts also focus on quick, visual content. This trend forces brands to get creative.

Interactivity and participation

Gen Z doesn’t just want to watch passively. On the contrary! This generation wants to participate actively. That's precisely why TikTok gained popularity so quickly. Users can join challenges or create their own versions of existing viral content, creating a community feel and fostering engagement. Brands can tap into this by creating interactive content that’s sure to resonate.

Mobile-first

Gen Z was practically born with a smartphone in hand. They consume videos almost exclusively on their phones. This means that brands must optimize their content for mobile. Vertical videos, formatted to the mobile 1080 x 1920 standard, have become the norm.

Getting started with video

We’re convinced: videos are truly the future, especially if you want to reach Gen Z. But how do you get started? Here are some tips for creating effective videos that resonate with this audience:

Start small and experiment

You don’t need expensive productions to impress Gen Z. In fact, they often prefer authentic, unedited footage. The golden rule is to start with simple videos and just see what works. TikTok and Instagram offer countless opportunities to get started without a big budget.

Tap into trends and use popular sounds

You don’t always need to reinvent the wheel. You can simply join the latest trends and use viral sounds on platforms like TikTok to amplify your message. For example, U.S. Vice President Kamala Harris’s campaign team cleverly tapped into the ‘brat summer trend’ in the summer of 2024, inspired by Charli XCX’s album of the same name, by using one of her popular songs in a TikTok video and giving her social media accounts a ‘brat’ makeover (The Guardian, 2024). It was a smart move that won the hearts of thousands of young voters and Gen Z.

Another example is The Ordinary, which tapped into the wildly popular Eras Tour by Taylor Swift. Through their creative TikTok video, the brand garnered nearly 149,000 views and more than 25,000 likes. This shows how brands that leverage popular trends and sounds not only capture Gen Z’s attention but also foster engagement.

Show your personality

We can’t emphasize it enough: Gen Z values authenticity. Show your brand's personality in your videos, even if it means making a small mistake now and then. This makes your brand more personable and accessible. Behind-the-scenes or short vlogs, for example, are an attractive way to give the young audience a look behind the scenes.

Tap into emotions

Whether you focus on humor, inspiration, or even nostalgia, videos have the unique power to evoke an emotional response. That’s why we recommend tapping into the emotions of young people. Brands that can create a strong emotional connection leave a lasting impression, making their brand more personal and recognizable. This emotional connection can even turn your brand into a “love brand” – a brand Gen Z is not only loyal to but genuinely loves. A good example is Duolingo, which, with its green owl Duo, focuses primarily on humorous interactions on social media. By posting funny videos, Gen Z discovers and becomes emotionally connected to the Duolingo brand.

Even if Gen Z isn’t your largest target audience yet, they are the consumers of the future. It’s a good idea to start building a connection with them now so you can reap the benefits later. So, what are you waiting for? Grab that camera (or smartphone), dive into the world of TikTok, Instagram, and YouTube, and create videos that not only inform but also entertain. Because that’s exactly what Gen Z is looking for.

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Not sure where to start? No worries! Our experienced content marketers are ready to help you make sure your brand stays relevant and makes an impact. Feel free to contact us for more information!