Tell me and I will forget, show me and I may remember; involve me and I will understand
Confucius
Involve us
Brands and causes alike are keener than ever to engage the culturally diverse, politically engaged, and fluid Gen Z. Previous studies have suggested this group are flippant in their media consumption, with an alleged attention span of just 8 seconds. However we believe that content inspired and created by this generation can achieve meaningful results; the key to success is involvement.
What does it mean for me?
Co-creation and collaboration is the key to reframing issues, introducing new products and building brand awareness. More importantly, as younger generations are the ones behind the birth of new movements like the UK Student Climate Network,March For Our Lives, and Free Periods, it would be patronising as advertisers to do anything else. We’ve put together this Engagement Snapshot to help you decide the best way to connect with Gen Z, drive engagement, and avoid looking like dad dancing at the disco.
Relevant video is king
A lot of people think that Generation Z has a 6-8 second attention span. In reality, that’s a BS meter where we’re able to determine within those first few seconds whether or not something is worth our time...If the content is good - and tells a captivating story - we’ll watch.
Madison Bergman, CEO of GirlZ
As our previous snapshot proved, online video is king when engaging a younger audience. Just under 50% of Gen Z are connected to the internet for 10 or more hours per day and 71% watch more than three hours of online videos per day. YouTube has always remained a popular channel for Gen Z, with 62% of this age group claiming to be daily YouTube users. But with any video content, it’s crucial to consider what the value exchange is. Are your audience learning something new, escaping everyday life, or exploring themes that matter to them?
For example, with three quarters of Gen Z claiming to be politically engaged, there’s a real appetite for credible news content on social channels, in a format that’s playful not patronising. 75% of those aged 16 to 24 rely on social media as a news source. The Economist, for example, has used Snapchat Discover for over a year now, receiving 7.1 million unique visitors every month. They identified a gap in the market, where few publishers were feeding Gen Z’s global curiosity. The publisher decided to use 10 second snaps to create deep dives into issues, such as the threat posed by North Korea, the possibility of alien life, global warming and the legalisation of drugs.
Longer form video content is also driving engagement on evolving social platforms. Today, almost half of Gen Z say they watch TV shows on social platforms.IGTV, FacebookWatch and Snapchat Mini Series are prime examples where video content is being created specifically with Gen Z at the forefront. These platforms are primed for engagement metrics, like comments and shares, where the viewing experience can be discussed and continued after viewing. Conversation is key for this audience, and it’s this opportunity for discussion which will bring them back. Among Gen Zers, 70% say that watching videos with others helps them feel more connected.
What does it mean for me?
Don’t be afraid of longer-form video content when engaging Gen Z, so long as it offers a value exchange using relevant themes. In a world of fake news, Gen Z are actively looking for content that inspires them through credible sources. So, if you’re a brand, how can you embed your product into entertaining content? For causes in particular, how can you dissect complicated issues in a format that feels inherently relatable?When it comes to platforms, consider those which are optimised for deeper engagement. That means thinking about how and why they might engage in something beyond simply 'viewing'.
Influencers and authenticity
Part of the success of social media platforms in generating meaningful engagement for Gen Z can be attributed to their ability to tap into trusted influencer networks. However, it’s essential to consider the authenticity of the individual.Snapchat’s ‘Endless Summer’ reality series enabled users to follow their favourite characters on social beyond the video content.Co-creation with influencers from this age group gives credibility to the stories they are telling, in turn making the content more appealing to the target audience. Where the influencers aren’t within the target audience, it’s essential that the individuals have a credible position from which to talk about the issue.Our campaign for BiteBack2030 is a prime example - both Anton and Dr Alex had prior involvement in talking about nutrition, coupled with a highly relevant following. This was a perfect opportunity to increase relatability of our social experiment amongst the young people at the heart of our film. These factors ensured their involvement felt authentic, and were able to further their personal purpose too.
What does it mean for me?
This self-starting generation are inspiring each other, so where possible Influencers and ambassadors from this demographic are useful in amplifying a message. However, if an ambassador falls outside the age group but has a relevant following, ensure they have a genuine link to the cause and want to remain involved.
TikTok creators
Today, you don’t need to be an influencer to be a content creator, and the growth of video app TikTok (the app now counts over 800 million users - 41% of users are aged 16-24) is evidence of the popularity of this autonomous video creation. 55% of Gen Z say they find social apps and the internet a more creative space than what they experience in real life, which has given rise to challenges and viral trends.
Brands are feeling their way with TikTok, but it’s a tricky balance to get right, and few have got it right. Meaningful content has to tap into the zeitgeist, and reward the user too. For example, Liverpool FC launched a TikTok account to engage with fans through behind-the-scenes content. Meanwhile Chipotle tapped into a popular meme on National Avocado Day, posting The Guacamole Song's music video with an invitation to participate in a #GuacDance challenge. In just a week, it became thehighest-performing branded challenge on TikTok to date.
What does it mean for me?
It might be tempting to jump on the TikTok bandwagon, but consider your place within the platform. Part of the appeal is the totally random nature of content and how quickly trends come and go, so trying too hard won’t cut it. If there is an opportunity to reward your audience with more exclusive content, make sure you showcase your playful side, and always encourage participation through challenges.
Activism
While a lot of the content on TikTok is created for entertainment purposes, many young people are uploading content with purpose in mind. In fact, some say that the light-hearted nature of the app makes it the perfect platform for taking part in social change, without bigger physical acts of activism.For example, one girl in Nevada used TikTok to organise a student strike over teachers' pay, which led to teachers across America getting a payrise. Another, Leah, used the platform to document treatment of her rare cancer, receiving over 2,000 messages on TikTok. Others have been spreading climate change awareness throughmake up and time-lapse videos.
What does it mean for me?
When it comes to fighting for a cause they believe in, don’t underestimate the extent to which Gen Z people will participate or create their own content.However, the idea has to come from them. Brands and causes have a role to play in fuelling and amplifying this activism and creativity, rather than merely telling them what to do.
The future
New power & privacy
Gen Z are creating their own solutions to the problems associated with being constantly connected. Given the rise in mental health problems associated with social media, seven in ten UK teens say they have received help via their social accounts.In fact, research has proven that young people increasingly want greater privacy on social. This audience would like an option to hide likes, comments and shares on posts, and for Facebook, Twitter, and Instagram accounts to be private by default.With this in mind, we need to consider how to incorporate more private platforms and promoting peer-to-peer advocacy into engagement.
What does it mean for me?
Fuelling autonomous solutions to problems is therefore essential to engaging and driving action amongst Gen Z, but other age groups too. This behaviour is increasingly apparent in the way people choose to engage with brands and causes; providing different options to support is one of the ways we are seeing this translate.As Gen Z inspire action all over the world in response to systemic failures, brands and causes have a role to play in leveraging individual voices.
Our creative agency
If you're looking to connect with new audiences, then get in touch with us at newbusiness@dontpaniclondon.com
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