Brands need to create mobile optimised, platform specific and entertaining content to regularly reach and engage with young audiences on social platforms.
Media enterprise Awesomeness has analysed the content consumption habits of Gen Z, who are roughly defined as those born between 1996 and 2011, and revealed that brands must tailor their content strategies to connect with the first generation of true “digital natives”.
Teenagers, tweens and other youngsters have grown up in fully connected environments where high speed broadband, smartphones and social are prevalent. This means brands have to work harder to interact with them as binging on video and navigating from one piece of creative to the next is now ingrained in their psyche.
“Creating mobile-optimized content that’s platform specific, direct, and entertaining is essential for brands to reach Gen Z,” Awesomeness senior vice president of brand partnerships, Harley Block said. “They watch 68 videos in a day — meaning this audience has the ability to sort through content faster than ever before.”
The smartphone is the most popular device for branded content and entertainment for Gen Z, ahead of the computer, while YouTube is the most popular platform. When asked what was likely to have the biggest impact on their generation overall, “social media” and “technology” came out on top, so brands should look to tap into these outlets to deliver the direct, personalised messages that young people crave.
Finally, Gen Z also appear to have a broad sense of identity and feel strongly about social rights, as Black Lives Matter and feminism were among the movements that the majority said should be acceptable today.