5 Gen Z Video Marketing Best Practices
Many businesses are focused on getting their products in front of a Gen Z audience — and for a good reason.
Born between 1997 and 2012, Gen Z encompasses all 10 to 25 years old in 2022. Though not everyone in this generation is on the internet or social media yet, they already have a tremendous impact on the world.
Zoomers are the most digitally connected generation, which means they expect a continuous stream of engaging and unique content. So, how can your business create the content they want to consume?
Here, we’ll explore five video marketing best practices to reach a Gen Z audience.
How Can Your Business Reach Gen Z?
1. Meet Them Where They Are, With the Content They Want
Zoomers appreciate genuine connection, and your brand can start this relationship on the right foot by meeting these users where they already are with engaging content.
Insider Intelligence found the top three social media platforms for Gen Z are TikTok, Snapchat, and Instagram, so it’s critical to include these platforms within your strategy. However, they’re not the only platforms to focus on.
When it comes to delivering the right content, you’ll need to know that video is most popular with Gen Z. Insider Intelligence also shared, “…the number of Gen Z digital video viewers—including those who watch streaming or downloaded video content—is rising.”
Between Connected TV, social media posts, and digital advertisements, you have several ways to connect with your audience through video content.
2. Focus on the Details
Don’t overlook the details when it comes to your video content marketing. You need to consider each element and any existing data you may have about:
- The platform where you’ll share the content
- The type of video production that’s needed
- How many actors will be in the video (if any)
- The length of your video
- The target KPIs you’ll want to track
For example, TikTok reported, “1 in 4 top-performing videos have a duration between 21 and 34 seconds and see an average of a 1.6% increase in impressions.” With this information, you can inform your video marketing strategy and reach your target audience.
But if you don’t have any data from video content yet, don’t worry! You can still use data from your static posts to inform your video creation process.
3. Be Transparent and Authentic
More than any other generation, Zoomers want to get to know your business, what you do, and what you support. Since an overwhelming majority of the generation wants to support ethical companies, it’s critical to be transparent and authentic.
According to Sprout Social, “More than half of consumers (53%) are likely to consider brands that are transparent on social for their next purchase.” Plus, authenticity gives consumers a better understanding of your brand. This combination allows brands to truly see and connect with your business.
To ensure your video content checks these boxes, you’ll need to understand why you’re making the video in the first place. When you create your video marketing strategy, put your “why” front and center, then add in the other elements to ensure authenticity.
Plus, when you dig into and understand the purpose behind your content, you can avoid making cringey videos that make your audience hit the skip button.
4. Showcase Your Values
Gen Z is passionate about its ability to change the world, including the impact the generation’s members can have on the consumer marketplace.
Snapchat found that an overwhelming majority of Zoomers care about taking actions that help improve the lives of others and the world as a whole, including shopping from ethical businesses they can trust.
In alignment with those who value collective progress, 70% of Gen Z respondents to a McKinsey survey try to shop from companies they consider ethical. Because of this, it’s critical to discuss your values and how you take action on these values through internal and external initiatives.
If you’re trying to reach and engage with this generation, you’ll want to put your values front and center in your branding strategy.
5. Produce Unique and Creative Content
Possibly more than any other group, Gen Z has an expectation of consistent and engaging content. As Forbes shared, “… Generation Z consists of online natives who are familiar with digital tactics and are simply drawn to fresh takes on advertising, such as authentic videos.”
Because of this familiarity, you’ll need to make your content stand out to get Gen Z’s attention. But don’t worry — you have many ways to do this, including through innovative technology.
Insider Intelligence reported, “Young adults are the most avid adopters of augmented reality (AR) on social media, with 43% of those 24 and under having used such features and another 4% expressing intent to use them.”
Since Gen Z is eager to adopt virtual and augmented reality (VR and AR, respectively), this is a great opportunity to engage with them while engaging their interests.
For example, you might want to create and encourage your audience to use brand-specific:
Reach Your Audience With the Right Video Creative
Brands that take a generic marketing approach are at a significantly higher risk of being overlooked by much of the generation — but creating video content can feel daunting.
We’re here to change that. At QuickFrame, we believe that brands of all sizes deserve high-quality video content. That’s why we use an agile end-to-end video production platform to connect you with top video creators from around the globe.
Whether you’re posting a new Instagram Reel or want to join in on the latest TikTok trend, you need authentic and engaging content to reach Gen Z. With QuickFrame, your business can access an agile end-to-end video creation platform that uses data-driven insights to connect you with your audience.
Contact us today to see how we can help elevate your video marketing strategy!
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