Using Video Marketing to Appeal to Gen Z
The global marketplace has never been more crowded. No longer are you competing with the Mom and Pop next door or the Big Box chain down the street. Now, more than ever before, ensuring that your online business presence not only survives but thrives also means ensuring that it stands out above a sea of competitors.
While this borderless marketplace opens up a virtually infinite target market, it also requires immense skill, creativity, and strategy if you are going to cultivate a reputation (or “brand”) that your target market will both recognize and respect.
And if your goal is to tap into the seemingly endless and growing resources of Generation Z, teenagers and young adults in their early twenties, then you will need to optimize your video marketing game.
Video Marketing and Generation Z
Video marketing is nothing new by any means. Indeed, from long-form infomercials to the tried and true television advertisement, video marketing is perhaps as old as broadcast media itself.
When it comes to generation Z, however, video marketing is a different animal entirely. Generation Z is widely considered to be the first generation of true “digital natives,” those who were born and came of age after the advent of mobile digital tech. And this history has had a profound impact both on how Generation Z consumes video and how they pursue, share, and use information.
For example, for members of this generation, video marketing is not simply one channel through which they may learn about a product or service. Rather, it is the primary channel and, indeed, often the only channel. These young adults want and expect to learn about companies, brands, merchandise, and products of interest to them through video platforms that are both engaging and informative.
This can range from product demos and reviews to “unboxings” on social media. Marketers that fail to avail themselves of these platforms do so at their peril because, for these voracious video consumers, neglecting their preferred form of communication, outreach, and interaction is tantamount to neglecting and spurning them as well.
A Bit of Strategy
As vital as video marketing is for this audience, however, old-school techniques generally will not suffice. Generation Z’s video viewing habits tend to be quite distinct from those of older generations. For example, this particular audience usually prefers to view content on the go, usually watching brief TikTok, YouTube, or Instagram videos on their smartphones.
So you’re going to need to keep your content short, sweet, and to the point. Your audience needs to be able to view the video in its entirety whether they’re sitting on the subway or scrolling through their phone before class. And with that in mind, it’s a good idea to include text and visual aids to ensure your audience understands your message even if the sound is muted.
Be Subtle and Socially Responsible
As young as Gen Z’ers may be, they’re also probably a lot more media-savvy than you give them credit for. Thus, heavy-handed advertising strategies probably aren’t going to serve you well in your marketing videos.
While it’s true that this generation wants and expects to hear about the products they’re considering investing in through their preferred media platform, that does not mean that a big celebrity endorsement or flashy marketing campaign is necessarily going to win these young patrons.
Instead of big-name, high-profile endorsements, look for the social media influencers. And, above all, take note of the kinds of messages these influencers espouse. One of the most significant attributes of Generation Z, indeed, is its profound sense of social consciousness. Perhaps more than any other generation, this group of young people is deeply committed to doing business only with organizations whose values they feel mirror their own.
And, because of this, your video marketing strategy must emphasize a commitment to ethical practice and social responsibility, from demonstrating how your materials are sourced to documenting community outreach events.
This can, to be sure, feel overwhelming at times, particularly when you are seeking to reach such a vast and far-flung target market. The good news, however, is that market research is now more accessible and more illuminating than ever.
Indeed, while much criticism has been leveled at businesses in recent years regarding their data collection practices, studies show that consumers, especially younger ones, are less concerned about the privacy of their personal data than in years past. This can be a tremendous asset as you seek to understand who your young customers are, what they care about, and what they want.
The Takeaway
Video marketing is nothing new. In recent years, however, it has assumed a new form and amplified power, becoming the medium of choice for one of the world’s most desirable target markets: Generation Z. Indeed, to reach this lucrative consumer pool and earn both their interest and their loyalty, video marketing isn’t a choice but a necessity.
Nevertheless, the old standard marketing approaches will not suffice for these consumers. Instead, Generation Z seeks video marketing that is short, sweet, strategic, and socially responsible.
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