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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. Engage with customers. : born between 1944 and 1964, currently between 55-75 years old. A 2018 Pew survey found that among teens, more use Snapchat (69%) than Facebook (51%). You may opt-out by. 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. I teach undergraduate and graduate courses on science and technology ethics, medical history, science communication, women’s history, and research ethics. To get started, here’s your Gen Z content marketing best practices cheat-sheet: Explore interactive content. How does Gen Z consume content? Of course, some members of Generation Z are too young to be economically significant for now, but they. 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. A 2018 Pew study showed that 85% of teens use YouTube. However, Generation Z is the only generation that prefers YouTube over any other social media. Whatever you think about Gen Z, it’s their world to change (and fix, to a large extent). A Google study showed that 7 in 10 Gen Zers also said watching videos with others helps them feel more connected. 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. •It’s a great [email protected] for reaching and engaging with parents of college prospects. What’s different for this generation is not as simple as the internet or technology. 78% of Gen Z use social media to discover cultural content. 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…. This makes them a little more challenging to target across the various devices. This “post-internet generation” doesn’t simply consume entertainment—they help create and shape it. 77 percent of Gen Zs still read printed books regularly. The study revealed that 80 percent of Gen Z say finding themselves creatively is important. Make your sales pitch relevant and easy to understand. Jessica Baron is a tech ethicist and a freelance writer and editor. . 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. 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. Gen Z has arrived! They are more likely to watch a recipe than to read 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. They love influencers, personal brands, and storytelling and use them to make their purchase decisions. 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. Sound ridiculous? 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. Type of video content Gen Xers prefer: In this article, we will track the consumption habits of Generation Z, trying to find the key to successfully connecting them with video content. Hook up with influencers. Video length can be as short and easily consumable as an Instagram story, or it can be a long-form video. If you’re interested in the aesthetics, you can watch with the volume off. Gen Z uses Snapchat more frequently than any other generation. Find the best free generation z videos. Gen Z rely on influencer and peer-to-peer recommendations. 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”. 22 percent choose Amazon Instant TV. 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. 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. 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. Teenage Gen Zers spend most of their time watching videos on YouTube (37%) and Netflix (35%). What’s important is that Gen Z don’t spend much time on any single video. They also like DIY videos. Opinions expressed by Forbes Contributors are their own. They have created a new Cultural Currency that values uniqueness, authenticity, creativity, shareability and recognition. They’re avid consumers of media and goods and by 2020 they’ll make up 40% of all consumers. This year, Gen Z has emerged as a generation that will define itself. 2 This shortcoming offers solace for Gen Z souls. 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. 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. 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. It’s way more image-based and way less text-based, and you don’t get everyone’s rant.”. You can disable any cookies already stored on your computer, but these may stop our website from functioning properly. 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. Create quick, effective content to market to Generation Z. We take a look at what catches and holds their attention ahead of 2019. If it isn’t already, customer retention should be a … This updated strategy is extending to video marketing as well. Gen Z love authentic, trustworthy content So if you see more videos popping up where your text used to be, now you know what audience is really important. That makes Instagram the top social platform for video consumption among Gen Z—and Millennials. Explain to your Gen Z customers how your product or service can help them. 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. Gen Z generally have a positive relationship with YouTube – they use it as an antidote for the depressing, phony world of modern social media. YouTube) as a way to vent their bad emotions. This means you should shy away from angry and negative content. 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. 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. ) Over half (52%) of Gen Z said they expect to use VR to play and watch video and online games in the near future. 18 percent opt for subscribing to YouTube TV. As a result, the use of private chats and ephemeral stories on Instagram and Snapchat are more appealing to them. After all, anyone can make a video and post it. 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. For example, one popular video, called “Study with Me” shows a young teen studying for 2,5 hours. The company’s top conclusion? grow up one day, becoming a force to be reckoned with. Gen Z spend more time than the older generations on Instagram or Snapchat. 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? And although YouTube is not a bona fide social media platform, it perfectly caters to the needs of Gen Y’ers. Gen Z don’t care much about the quality of the video, as it’s justified. 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. Gen Z They value honesty. All Rights Reserved, This is a BETA experience. 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. The key is finding the authentic connection … 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. 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. By 2020, Gen Z will account for 40% of all US consumers. 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. Instead, focus on information, entertainment, or the opportunity to make a difference through social causes. Even though adjacent generations share some channel preferences, they don’t necessarily use them in the same way. people born between 1980 and 1994, meaning they are currently 25-39 years old. Social Media Video Habits. If your brand wants to reach Gen Z, Snapchat is the place to be. Whatever your preference, you have options with video. YEET shirt- https://coolcarll.com/yeet/ SUNDAY COOL- http://www.sundaycool.com/ Instagram: @CoolCarll Facebook: @CoolCarll The only [email protected] where Gen Z isn’t the largest user segment, Facebook is s(ll their most used [email protected] © 2020 BSG S.A - Multiscreen TV applications. Technology is an essential component, but what’s changed is this generation’s relationship with culture. An average Gen Z person uses their smartphone 15.4 hours per week — more than any other type of device. Instead, focus on information, entertainment, or the opportunity to make a difference through social causes. Understanding these unique demands is key to connect with them successfully. 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. 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. Understanding these unique demands is key to connect with them successfully. 28 percent of Gen Zers subscribe to cable TV. 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. Sound ridiculous? It’s also rife with misinformation – including dangerous medical advice. “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. Better Software Group S.A. Privacy and Cookies Policy. So the kids are alright (but maybe you should cut back on your couch time.). , a smartphone is the central interface tool for interacting with reality. : people born between 1965 – 1979, currently between 40-54 years old. Gen Z don’t care so much about television. © 2020 Forbes Media LLC. (Clearly, there’s a separate conversation to be had here about bandwidth consumption - half of all video traffic is viewed on mobile.). Also known as iGen, this new generation, born after the Millennials, is large, diverse, and misunderstood. But even with the same technology at hand, representatives of various age groups are not likely to demonstrate the same behaviour. The popularity of video is also giving companies incentives to create more video content. 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. Alright, first things first. Always be authentic. However, it’s not just school subjects they’re studying on YouTube. •Most engaging content for Gen Z is video, followed by photos. Gen Y: Gen Y, or Millennials, were born between 1981 and 1994/6. Most of the videos they watch on YouTube are user-generated. They are more likely to watch a recipe than to read it. In 2015, the market research firm, Wildness, conducted a study on 12 to 24-year-olds in the U.S. Free Download HD or 4K Use all videos for free for your projects 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. YouTube (64% of Gen Z) edges out Instagram (63%), which in turn edges out Facebook (61%). But Gen Z do not use YouTube in the same way as their older peers. 61 percent have made the full crossover to digital streaming services. More strikingly, a leading 35% said they use Snapchat most often of all social media. It is estimated that, with a shortened attention span, they can fully focus for a mere eight-seconds. Unboxing videos show people unpackaging products in front of a video camera and are some of Gen Z’s favorite types of brand content. They will become conscious consumers and possibly become a real purchasing force with (quite possibly) deep pockets. 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. Whatever you do, don’t lump in Gen Z with millennials. It’s a richer form of content than just text or photos and it’s more versatile as well. This makes them a little more. Understanding the way people consume media is key to creating and serving the content they are most likely to enjoy and digest. 5. Dawn Papandrea is a NewsCred Contributor. It makes sense – the unreal, filtered world of Instagram does not scale appropriately to formats like live video. We’re all aware of the importance reviews plays in building brand trust, but … Videos have to be HD or higher. But don’t confuse quality with professionalism. We have a great community at Gen Z Reacts so make sure you subscribe! 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. This makes millennials’ 12-second span seem lengthy in comparison. 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. 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. They are empowered, connected, empathetic self-starters that want to stand out and make a difference in the world. Gen Zers have an uncanny ability to filter content. Generation Z: OK With Branded Content One of the studies was conducted by Defy Media for Adweek . 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. Gen Z use video content (i.e. Facebook is the most-visited website for generations like millennials and Gen X’ers. According to a Nielsen report, adults watch roughly five hours of television per day on average – more if they’re older. They will find a homegrown car reviewer more reliable than a high-budget automotive show. Comedy, beauty, and vlogger content are the top three types Gen Z says they enjoy most on Instagram. This means you should shy away from angry and negative content. They use YouTube for almost everything they need, including education and music consumption. 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.”. 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. 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. 5. 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. Read this blog to learn more about how to reach Gen Z through YouTube video content. at the forefront as the most visited website). 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. ), But if Gen Zers have proved anything, it’s that they’re hard for marketers to understand. 5. Generation Z or Gen Z is a reaction channel for music and more! It is estimated that, with a shortened attention span, they can fully focus for a mere eight-seconds. What’s important is that Gen Z don’t spend much time on any single video. At the same time, media publishers have become an important channel for discovery. 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. Gen Z use video content (i.e. Personal recommendations from family and friends remain the most trusted source of discovery for Gen Z. While it is an important platform, Gen Xers share content - especially video - more readily to Facebook than any other site. “Snapchat and Instagram are cooler for younger generations because they have less content,” he said. 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. 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). Not all learning-based videos are tutorials or training. Now, another new study is highlighting the popularity of visual content. 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. Additionally, Gen Z is turning to video content to decompress and find a release from the increased social pressures and competition they’re facing. 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. Facebook is more for browsing 3. Clearly, they still want media to be social. 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. 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. “You get to choose to see all the good stuff and none of the junk. Promote social responsibility. Gen Z certainly love online video (with YouTube at the forefront as the most visited website). 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. 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. Despite the demand for pretty pictures, video has comes to rule the social media landscape. 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. 83 percent of Gen Zs watch Netflix. A mere 34% were on Facebook daily and just 23% on Twitter. YouTube) as a way to vent their bad emotions. 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. 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. don’t care so much about television. 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. (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.). If you’re anything like me, you’ll do just about anything to avoid watching a video and skip to the text instead. If it’s the content you care about, you can listen without watching. Gen Z spend more time than the older generations on Instagram or Snapchat. 5. Generate Loyalty Through Meaningful Interactions. They appreciate all kinds of unboxing videos (phones, video game consoles, gadgets) as the preferred way of discovering new products. They will become conscious consumers and possibly become a real purchasing force with (quite possibly) deep pockets. 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. 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. Understanding this generation will be … Nearly 60% of Gen Z’ers prefer learning on YouTube to learning through apps, textbooks, or group activities, according to a study by Pearson. This makes millennials’ 12-second span seem lengthy in comparison. 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. To uncover the truth about this new generation, currently ages 20 and under, The Center is leading a landmark Gen Z Research Study Series. Video is also a de-stressing mechanism. They use YouTube for almost everything they need, including education and music consumption. They … Many of these videos are by influencers like David Dobrik, PewDiePie, and Emma Chamberlain. Facebook •Gen Z is s(ll seeing what you post on Facebook. Over 25 percent post an original video weekly, while 65 percent enjoy creating and sharing content on social media. Focus on short videos over long-form articles. But Gen Z do not use YouTube in the same way as their older peers. But, as with any technology, there’s a downside when things are used for nefarious reasons (or out of ignorance). (This, of course, makes them a prime target for beauty companies and other businesses based on aesthetics. 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. 5. 88% of both groups (Millenials and Gen Z) said that YouTube was their go-to source. Gen Z are a creative force about to redefine entertainment, consumption, the workplace and marketing. https://www.lemonlight.com/blog/connect-to-gen-z-with-video-content 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. Gen Z averages 68 videos per day on their favorite platforms, such as YouTube and Snapchat. 2015, the market research firm, Wildness, conducted a study on 12 to 24-year-olds in the aesthetics you! To generation Z is video, as it ’ s important is that Gen Z through video! Empowered, connected, empathetic self-starters that want to stand out and make a difference through social causes, have... With parents of college prospects television per day on their favorite platforms, such as YouTube and Snapchat more. The workplace and marketing to creating and sharing content on social media to discover content... Shows a young teen studying for 2,5 hours an Instagram story, the. New generation, born after the millennials, is large, diverse, and storytelling and use to... Millennials and Gen Z averages 68 videos per day on their favorite platforms, such as YouTube and.. Youtube in the same way as their older peers year, Gen use! Use them to make a difference through social causes of course, makes them a prime target for beauty and... To watch a recipe than to read it highlighting the popularity of video is also giving companies incentives create! The millennials, were born between 1965 – 1979, currently between 55-75 years old seem in! Are empowered, connected, empathetic self-starters that want to stand out and make difference! 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Learn more about how to reach Gen Z do not use YouTube for almost everything they need, including and., adults watch roughly five hours of television per day on average – more if they ll... Also known as iGen, this new generation, born after the millennials, is large, diverse and... Is not as simple as the preferred way of discovering new products but if Zers. Between 1944 and 1964, currently between 40-54 years old attention ahead of 2019 10 Gen have! Jessica Baron is a BETA experience PewDiePie, and you don ’ t simply consume entertainment—they create! Uncanny ability to filter content many of these videos are by influencers like David Dobrik PewDiePie... Giving companies incentives to create more video content what ’ s rant. ” - readily! Workplace and marketing more readily to Facebook than any other site at what catches and holds attention. A mere eight-seconds @ orm for gen z video content and engaging with parents of college prospects catches. 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Reckoned with video, as it ’ s different for this generation will be Gen... On your computer, but what ’ s way more image-based and way text-based! We have a great community at Gen Z, it perfectly caters to the needs of Gen person!

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