Gen Z consumes an almost overwhelming amount of content online. They work, shop, date and socialise online, turning to their phones for any kind of news or information.
One study estimated that Gen Z’s attention span is just eight seconds, evidenced by the rise of short-form video sites. This age group makes up the majority of TikTok’s one billion monthly active users, spending an average of one hour and 16 minutes on the app every day.
Marketing to this audience can feel like a formidable prospect, but it’s clear that video marketing will be essential for any brand hoping to connect with these digital natives who devour hours of content online every day. Here’s how to get it right.
Three ways to capture Gen Z’s attention
1. Skip long intros and get to the point quickly
Short-form videos are quick and easily digestible, so they’re ideal for catering to short attention spans. Videos tend to range from five to 90 seconds long, though internal guidance for TikTok creators suggests anywhere from 21 to 34 seconds is optimal.
The first six seconds are the most vital, and you need to hook viewers in an instant. Avoid lengthy introductions, front-load videos with the most engaging content, and put any extra context into overlay text or captions.
2. Tell human stories
Gen Z consumers look for authenticity in marketing, choosing brands who proactively build trust by being open and honest about their business practices.
Storytelling is a powerful tool for building campaigns that reach and resonate with this audience. Stories put people and values at the forefront, helping to humanise brands and make them more relatable. These could include:
- origin stories about how and why the brand was created
- user-generated stories that show the real-life impact of your brand’s product or service. GoPro has built a loyal base of outdoor lovers sharing their adventures
- behind-the-scenes stories that offer insight into your team and culture
- impact stories that share the positive impact your brand has made
- educational stories that teach useful information. This campaign from Square featured influencers interviewing small business owners about how to go viral on TikTok
3. Embrace unpolished, lo-fi content
Gen Z have grown up being bombarded with digital advertising, so it’s no surprise they hit the skip button when they see glossy, highly polished content.
Lo-fi content is often more effective. It's raw and unpolished on purpose and allows brands to create ads that don’t feel like ads. Micro influencers and content creators have built hugely engaged communities on TikTok using lo-fi content, which is big news for brands; Gen Z’s online purchases on TikTok are 1.8x more likely to be motivated by community compared to purchases directly from websites.
Lo-fi content is usually shot on a smartphone and uses an app’s built-in editing tools, to make it seamlessly fit in with casual user-generated content. It requires brands to embrace imperfection and accept that products might be shown in a more realistic and less aspirational light.
This can feel risky but it’s a medium with huge potential, and not one that’s restricted to marketing teams with big budgets, either.
Get unique insights into how Gen Z think and buy
Short-form, lo-fi content might sound easy to produce, but it takes a huge amount of time, thought and audience insight for your content to really land. Gen Z are adept at quickly filtering information to work out what is worth their attention, so brands need to build an in-depth understanding of their opinions, values and beliefs.
UCAS helps leading brands reach this audience, offering a unique and trusted media ecosystem and providing unrivalled insights into the messages students want to see. Find out how you can work with us to capture Gen Z’s attention and support them in all the moments that matter.