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