Digital Content Next’s (DCN) new study, Decoding Video Content Engagement explores how Gen Z and Gen Y interact with video content across YouTube and social media. These platforms, central to younger generations’ entertainment and information routines, feature a range of content. This content includes professionally produced material by established media brands and more spontaneous creations by independent influencers. This study provides insights into the motivations and behaviors of these audiences, with a follow-up quantitative phase planned to deepen the understanding.

How younger generations connect with video

The study identifies four primary themes in the way Gen Z and Gen Y engage with video content:

1. A primary entertainment medium

For younger generations, video is the primary entertainment medium. Unlike traditional media, which often require scheduled programming, platforms like YouTube and TikTok offer on-demand access to diverse content for education, escapism, and entertainment. This flexibility meets emotional and intellectual needs and enables creators and media brands to connect with younger audiences where they already are.

2. Algorithm-driven discovery

Algorithms are crucial in helping users discover content that matches their interests. Gen Z and Gen Y are active in shaping their feeds by engaging with content they enjoy, using likes, comments, and shares. This active participation enhances user satisfaction and ensures the platform serves more of what resonates with them, increasing their video consumption and deepening their engagement with YouTube and TikTok.

3. Instant decisions

Viewers often decide to engage with a video within the first 10 seconds. This makes the opening moments of a video critical for capturing attention. Whether from an influencer or a media brand, personal, relatable, and authentic content is more likely to engage viewers. Dynamic intros and the creator’s personality play a central role in sustaining interest and encouraging engagement.

4. Creator-driven content

Creators play an essential role in driving content consumption, as their personality, interests, and authenticity are key factors in fostering viewer engagement. Creators often appear as real, personal, and relatable figures. Therefore, audiences feel they can form connections with them, even if they are strangers in real life.

Consistency in content, whether in tone, subject matter, or humor, is vital in maintaining trust and building a loyal audience. Users anticipate new videos based on their enjoyment of previous content and expect a certain level of predictability. However, the authenticity of the personal brand, or media brand, is paramount.

Monetization and platform preferences

The rise of creator-led content presents new monetization opportunities as creators entertain and turn their audiences into valuable assets. Platforms like TikTok and YouTube allow creators to generate income through sponsorships, partnerships, and other revenue streams. The 50 Richest Content Creators study further highlights the earning power of top creators.

Media companies must recognize creators’ ecosystems and understand how they engage audiences. By understanding how creators and influencers resonate with younger demographics, media companies can enhance their brand presence and create authentic content that aligns with the expectations of their target audience.

Influencers’ role in the news ecosystem

The rise of news influencers further illustrates how traditional media consumption disrupts. According to the Pew Research Center’s study on America’s News Influencers, about one in five U.S. adults, and 37% of 18 to 29 year-olds, regularly access news through influencers on platforms like TikTok, YouTube, and Instagram. These influencers often operate independently of traditional media organizations and blend entertainment, personal branding, and journalism to engage their audiences.

Influencers often provide diverse content, from factual updates to humor, opinions, and breaking news. As the DCN study highlights, influencers often present differing opinions and foster engagement by offering unique perspectives. Pew reports that 65% of followers believe influencers enhance their understanding of current events. However, concerns about accuracy and accountability persist.

Navigating opportunities and challenges

As the digital landscape evolves, DCN’s findings underscore the need for media brands to adapt to the changing behaviors and preferences of younger audiences. Platforms like YouTube and TikTok offer opportunities to create personalized, authentic content that resonates with Gen Z and Gen Y. The growing creator economy further illustrates the value of influencer partnerships, enabling media companies to tap into established audiences and generate revenue through sponsorships and other collaborations. However, brands must remain vigilant about authenticity, as younger viewers quickly reject content that feels disingenuous or overly commercialized.

DCN’s follow-up quantitative research will provide deeper insights into these trends. It will offer actionable recommendations for media companies aiming to connect with younger audiences more authentically and engagingly. As video content continues to dominate the digital ecosystem, understanding the role of creators and their influence on consumer behavior is essential for navigating the future of media consumption.

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The “f-word”

Responses reveal young audiences are strongly in favor of gender equality, even if they don’t necessarily identify with the term feminism. Over half (54%) consider themselves feminists – and a full 92% support gender equality. Of those who identify as feminists, 33% are open about it, while 21% consider themselves feminists but are not vocal about it. More than a third (38%) reject the term feminist but still say they support gender equality. Only 8% of those surveyed say they do not support gender equality.

Why do some who support gender equality not identify as feminists? Some survey participants explained they felt the term feminism has been negatively co-opted and politicized by anti-feminists, polluting the term.

So, what does “feminism” mean exactly? Or what should it mean?  More than half of respondents (53%) agree with the statement that the main goal of feminism is “ensuring equal rights and liberties for women as men have.” And 51% agree that the main goal of feminism should be “ensuring equal rights and liberties for all gender identities” (including men, women, trans-gender, and non-binary people). The majority who agree with the latter statement is greater among nonbinary people (87%) and US women (62%).

Most survey participants said that they consider themselves active in the movement against gender inequality. Eighty-seven percent of those surveyed say they act socially against gender inequality, and 77% say they take political action against gender inequality.

Young people want the media to lead on gender equity

Young audiences want the media to take the lead on gender equity issues. When asked “from who would you like to see more participation when it comes to gender equality and or the feminist movement,” 40% of Gen Y and Z people surveyed answered “the media.” This preference was highest among UK women (47%). Nearly a third of those surveyed (32% ) chose “companies/brands” in answer to this question. This view was highest among Indian women (39%) and US women (38%).

So how can media and brands better lead when it comes to gender equity issues?

• Keep People Informed: Of the 77% of young people who report taking political action against gender inequality, keeping up with news and information about the topic was the most cited method of doing so (43% overall- 52% of US women). Thirty seven percent say they engage on social media with accounts /posts that support gender equality. Nearly a quarter (23%) of all respondents said they would not shop from brands that do not support gender equality.
• Respect Gender Choice: Young audiences are more likely to define women as people who identify that way by choice. More than half (58%) of Gen Z women, 69% of US women, and 88% of nonbinary people surveyed agreed with statements indicating that womanhood is a choice. MENA women were less likely to agree with this statement, however (36%).
• Support Body-Positivity: Body image issues continue to plague women to an alarming degree. Body size was second only to mental health in 18 disadvantages cited by women in response to this question: “When thinking about the chances or opportunities you’ve been given so far in your life, which aspects of your identity have been disadvantageous?” (In contrast, men cited socioeconomic class, followed by mental health and level of education.) A full 90% of women agreed with the statement “I think about how I dress and the reactions I might get from others” as a situation they experience as a result of their gender identity. And more than half (56%) of UK women cited issues related to appearance as the most pressing of gender equality issues.
• Embrace Intersectionality: Over half of young people surveyed expressed concerned that the feminist movement is not inclusive enough. This opinion was especially strong in India (55% of Indian women) and MENA (54% of MENA women). Young people want to see equity when it comes to gender as well as the historically marginalized. This includes people of lower socioeconomic status, BIPOC people, and those who identify as nonbinary.
• Examine Internal Company Culture: The report authors suggest that valuing the rights and liberties of employees is a critical part of the movement for brands aiming to partner with Gen Y and Z in the gender equality movement.

A hopeful note

Encouragingly, 81% of the young people surveyed agree with the statement “I am hopeful when it comes to the future of gender equality.” This hoped-for future includes an emphasis on individual values independent from gender stereotypes: 53% of those surveyed (90% of nonbinary participants) agree with the statement “the future is genderless.”

Overall, Gen Z and Y eschew gender-based restrictions in favor of celebrating personality and choice. They are open to seeing media companies as partners in this vision. Partnership can range from the media covering gender-equity news to influential brands achieving more diverse representation- internally and externally. Professionals will do well to position themselves as active partners in the gender-equity movement –whether or not that includes “the f-word.”

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Digiday and Arc XP surveyed 116 publishers and 114 Gen Z and young millennial consumers to understand the tactics publishers are currently using to attract these generations and how they match up with the preferences of these audiences.

The good news is that, according to our State of publisher audiences report, publishers are already attracting and engaging with Gen Z and young millennial audiences. Nearly half (47%) of publishers say Gen Z makes up 41% or more of their digital audience, and more than half (50%) say young millennials consist of 41% or more of their audience.

Challenge

However, the survey results indicate that publishers might be missing opportunities to  build long-term, loyal relationships with them.

For example, when asked which content channels are the most successful in driving young millennials and Gen Z audiences to their website, publishers said they are seeing positive results from Facebook (66%) and then a tie between Twitter (48%) and YouTube (48%).

That said, when we asked Gen Z and young millennial respondents what channels they prefer, Facebook came in fifth place, and Twitter in seventh. YouTube was the number one preferred channel by a substantial margin.

What causes these differences? Why are publishers so enthusiastic about Facebook, while younger consumers have a significantly different short list of go-to channels? One answer may be in how publishers analyze the data that is telling them which channels work. Their analytics capabilities and data sources may not have caught up with where the consumer is now.

Opportunity

The survey also uncovered an opportunity for publishers to create content formats that better match Gen Z and young millennial preferences. Publishers say that short-form video (78%) and a combination of text and video (62%) are the best formats for engaging younger consumers, with short-form text (40%) and a combination of text and audio (40%) tying for third place.

Gen Z and young millennial consumers named short-form video (61%) as their most preferred content format, matching publisher expectations. They also appreciate short-form text (40%). However, long-form text (32%) came in third in their preferences. Contrary to popular wisdom about their extremely short attention spans, Gen Z and young millennials like to read and even don’t mind long-form content. That’s good news for publishers, especially those publishing words over video.

Future focus

Publishers who reflect Gen Z and millennial audiences’ views and values will have a better chance of keeping them and growing new segments of younger readers, viewers, and listeners. Fortunately, 88% of Gen Z and millennial consumers surveyed say that publishers are somewhat to extremely aligned with their values and opinions.

Yet respondents indicated that publishers still had some work to do to on representation. Only 21% said that their political views were well represented in news and entertainment content channels. Representation of ethnically diverse demographics and LGBTQ+ demographics were graded even worse, with only 11% and 5% of respondents saying those demographics were well represented.

When asked how their editorial teams are learning about the values of young millennials and Gen Z audiences and the topics they’re interested in, 31% said they are hiring more employees from these generations and 31% said they are monitoring comments from younger users. Only 4% said they aren’t taking any specific steps. So, despite some disconnects, the survey found that, given publishers’ tactics for engaging younger audiences, it’s clear that they continue to make real investments in understanding these consumers.

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New research, The Media Insight Project, a collaboration of The Associated Press-NORC Center for Public Affairs Research and the American Press Institute, shows a positive connection between younger cohorts and paying for news content. Their findings state that while news consumption among younger audiences is rooted in social media, more than half (51%) of Gen Z (ages 16-24) pay for or donate to the news. Paying/donating for news content is even higher among younger Millennials (ages 25-31) and older Millennials (ages 32-40), 63% and 67%, respectively.

Notably, more Gen Z and Millennials, regardless of race or ethnicity, pay/donate for some news than not: 68% of Black Americans, 63% of Hispanic Americans, 60% of Asian Americans, and 57% of white Americans.

Online behavior

Those who pay/donate for news content have distinct usage behaviors compared to those who do not.

1. Time online

• Twenty-seven percent of Gen Z and Millennials who pay/donate for news reports spending 9 hours or more online. In contrast, only 19% of those who do not pay/donate to any news source report spending 9 hours or more online.

2. Activities online

• Gen Z and Millennials do numerous online activities. However, Gen Z and Millennials who pay/donate for news content are more likely to keep up with what’s happening worldwide, do more research online, listen to podcasts, and watch videos.

3. Seeking out the news

• Gen Z and Millennials who pay/donate for news are more likely to seek out news (45%) than those who do not (27%). Yet, Gen Z and Millennials who pay/donate are also likely to bump into the news (54%), given their time and activities online.

4. News consumption

• Gen Z and Millennials who pay/donate for the news are more likely to get news and information at least daily from traditional media sources than those who do not pay/donate for news content (56% vs. 28%). In contrast, when getting news daily on social media platforms, there is less distinction between those who pay/donate for the news and those who don’t (77% vs. 62%).

Facebook, YouTube, and Instagram are the most-used platforms for those who pay/donate for the news and those who don’t. Interestingly, Twitter registers the most significant difference between those who pay/donate for the news and those who don’t (30% vs. 13%, respectively).

Topics of interest

Not surprisingly, the research finds that Gen Z and Millennials who pay/donate to the news tend to consume more across all content categories.

Topics most often followed by those who pay/donate for the news:

1. Information about Covid-19
2. News about celebrities, music, or TV
3. Sports
4. News about national politics or government
5. Information on traffic, transportation, or weather

Topics most often followed by those who don’t pay/donate for the news:

• Information on traffic, transportation, or weather
• News about celebrities, music, or TV
• Sports
• News about social issues such as abortion, gun policy, and LGBTQ issues
• Information related to health or mental health

Content worth paying for

Younger audiences are likelier to pay/donate to independent news content creators than digital or print newspapers. Gen Z and Millennials also find newer and independent sources relevant, especially among those more racially and ethnically diverse.

The Media Insight Project research shows strong potential for digital news companies to develop younger and more diverse audiences. If news organizations create content valuable to Gen Z and Millennials, these audiences will pay/donate for access. Importantly, news businesses must meet younger audiences where they are, which means developing relationships with younger cohorts on different platforms.

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Gen Z is less interested in live in-person or televised sports events than any other adult demographic, according to recent research by Morning Consult. The survey responses from people ages 13-25 reveal that, in addition to attending fewer live games and watching fewer of them on broadcast or cable, only 2 in 5 Gen Zs have a favorite team that they follow. So, how can sports content providers change tactics to appeal to them? 

The warning signs

Here’s a look at some warning signs revealed by the study: 

• 38% of Gen Z responders agreed with the statement “I don’t have a favorite sports team” compared to 25% of adults in general.  
• Only 25% of those Gen Zs who do have a favorite sports team watch “all or most” of that team’s games, compared with 37% of adults in general. 
• 47% of Gen Z have never watched a live professional sports event in person (compared to 41% of all adults), and 60% have never watched a college game in person (compared with 53% of all adults). 
• Only 28% of Gen Zs watch sports events live on broadcast or cable compared with 47% of adults overall. 
• Of Gen Z’s who haven’t watched a sports event on TV in the last couple of years, 57% said it’s because they are just not interested. 20% said the games are too long. 

Gen Z fans relate differently to sports media

So, what does Gen Z like when it comes to sports entertainment? Streaming video wins this generation’s attention. Significantly, 32% of Gen Zs said they watch live sports via a licensed streaming service, compared to only 25% of all adults.

Gen Z sports fans can also be reached via their favorite social media platforms. Four of the top five media platforms where Gen Z gets their sports news are social channels, the survey found. YouTube, Instagram and TikTok were the top platforms Gen Z cited as places they look for sports news.

• 31% of Gen Zs looked for sport news on YouTube compared with only 21% of all adults.
• 26% of Zs used Instagram for this purpose compared to only 12% of all adults.
• 24% used TikTok for sports news compared to only 8% of adults overall.

In contrast, Facebook, ESPN, and ESPN SportsCenter were much less popular among Gen Zs than they were among older adults looking for sports news.

Expert advice

Experts recommend tapping into youth advisers or advisory panels to report Gen Z’s preferences, peeves, and trends to those in sports management and marketing. 

When it comes to attending live events in person, lower ticket prices, flawless Wi-Fi, and community spaces are cited as factors that can help attract younger adults to arenas. Student-focused marketing may include discounted bundles of tickets and swag, theme nights, and hyping the fan experience in the stadium, such as the celebratory entrance of players to the field and tifos occurring in the stands.

Personalities and influencers

In an interview with Mark J. Burns, Snapchat creator Jack Settleman recommends hiring a special personality to connect with fans on social platforms, and utilizing SnapChat and YouTube thoroughly. Since Gen Zs rely heavily on social media, stadiums need to have excellent Wi-Fi to attract and keep teens and young adults who expect to be able to multitask and share experiences in real time. Settleman emphasizes the importance of excellent Wi-Fi during stadium events: “(Make) sure every NFL stadium has perfect Wi-Fi — that is so crucial. My first question when I go to a stadium is, ‘What is your Wi-Fi login?’ I’m always a bit nervous. I can’t post content. I can’t text my friends. I can’t follow along on Twitter.” 

Recruiting the help of content creators and influencers on trending social platforms is also advisable. While following athletes and teams on social media may not directly translate into cash for the sports industry, Morning Consult found that 45% of Gen Zs report having purchased clothing sponsored by an influencer or celebrity. Other kinds of sports merchandise, event tickets, and subscriptions may benefit from this type of marketing as well. 

Young sports fans expect integrated, immersive, and flexible experiences that respect their time, budgets, and preferences. They seek live connections over social platforms whether they are at home or in stadiums. There are still plenty of Gen Z sports fans; they just have different ways of relating to sports content than their predecessors.

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These observations stem from The Kaleidoscope report on research performed with 72 people aged 18–30 in Brazil, the UK, and the U.S. by market research agency Craft for Reuters Institute. This qualitative research adds specificity and texture to the wider statistical research leased earlier this year in Reuters’ 2022 Digital News Report.

News versus “the news”

Young people make a distinction between what they consider “news” – which includes a variety of lighter topics such as sports, arts, culture, and celebrity gossip covered by a variety of platforms and brands – from what they consider “the news,” which is comprised of weightier topics such as international affairs and “need to know” information more likely to be covered by mainstream media.

Emerging from The Kaleidoscope data are three types of news consumers among those aged 30 and under:

• Hobbyist/dutiful users seek news for entertainment or out of a sense of duty to stay informed and contribute to civic conversation. They appreciate more frequent updates on news stories, engage on a deeper level, and seek news from a broader variety of brands.
• Main eventers tune in for practical “need to know” stories and developments that impact their daily lives. They use a combination of mainstream and newer brands.
• Disengaged people typically avoid ‘the news’ but are sometimes motivated by FOMO (fear of missing out) and the need to be aware of big stories that might come up in conversation or impact their lives. These users are often late to a story and seek quick summaries and explanations to catch up. They are more likely to turn to mainstream brands or use popular search engines.

Skepticism and news avoidance

A lack of trust in the motives behind news stories was cited by many of the 30-and-under participants in The Kaleidoscope study. They expressed weariness with depressing topics such as the pandemic and political polarization, and topics that seem to drag on without resolution. The following were often cited as reasons for avoiding the news:

• It’s upsetting. Younger audiences report an interest in more mood-elevating and entertaining content.
• It’s repetitive. Many under 30 report tiring of repetitious coverage of major topics, citing a preference for more variety of news stories, with a broader definition of news, including “softer” news topics such as culture and the arts, education, sports, and celebrity coverage.
• They don’t trust it. The skeptical comments of young people in the qualitative study aligned with statistical findings of Reuter’s 2022 Digital News Report, which found that only about a third (37%) of people under 35 say they trust most news most of the time, compared with nearly half of those 55 and older (47%).

What DO younger audiences want from news?

• More variety in media formats
• More diverse voices and opinions
• News tailored to their personal interests
• More “softer” stories to balance the serious ones
• Formats that enable participation through commenting and sharing

Study participants cited content tailored to personal interests as a prime reason for preferring social media to television news. However, they were also aware of how the filter bubbles and algorithms of social media feeds were likely to support bias.

Text and traditional media still matter

The Russian invasion of Ukraine began during the study period, enabling researchers to examine how participants reacted to a major developing news story. Participants responded to the magnitude of this event with greater attention to mainstream media, live and on-the-ground coverage.

Although younger audiences often engage with multimedia and video content, most still report a preference for reading news rather than watching it. Some cited the privacy factor of reading in public and described reading news as more “professional” and “serious” than watching video or television.

These findings again align with Reuters’ 2022 Digital News Report, which found that while under-35’s have a strong inclination towards video content, 58% claim to prefer to mostly read news. Only 15% reported a preference for watching news, especially when seeking live updates and summaries on a need-to-know basis.

Takeaways

Authors of The Kaleidoscope report suggest using content more in tune with contemporary internet culture. This might include:

• Use of emergent platforms, and an understanding of codes and conventions therein.
• Recruiting talent knowledgeable in the content and vibe of emergent platforms.
• Creating new brands or sub-brands to engage younger audiences, while retaining the credibility of mainstream brands.

While variety in media and content is paramount to under-30 audiences, younger people still rely on traditional sources when they think it matters most. Therefore, maintaining mainstream options while developing novel offerings may be the best approach.

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The International News Media Association (INMA)’s new report, What Gen Z + Media Need From Each Other, identifies strategies to grow digital news media appeal among the Gen Z audience. Author Paula Felps explores six case studies to see how news media companies are experimenting with connecting with Gen Z. The case studies were on Germany’s Funke Zentralredaktion, The Wall Street Journal in the U.S., Norway’s Dagens Næringsliv, The News Movement in London, The Sydney Morning Herald, and The Australian in Australia.

Understanding Gen Z

The report first offers insight for a better understanding of Gen Z’s news consumption habits and what drives those habits. Felps cites Reuters Institute report to profile Gen Z’s digital consumption habits, and McKinsey and EY research to identify levels of engagement.

Attitude and behavioral differences identified in the research reports:

• Most Gen Zs turn to social media platforms for news coverage. WhatsApp and Instagram are growing. However, TikTok is becoming the fastest-growing network for news among its younger users. Forty percent of 18 to 24 years old use TikTok and 15% of them use it for news. (Reuters Institute)
• Gen Z is very inclusive; they reject hierarchy and crave transparency. (McKinsey)
• Making news more understandable and balanced is key to reaching this age group. (McKinsey)
• Authenticity is a significant personal value. Issues like climate change, racial injustice, and health care are authentic concerns of Gen Z. (EY)
• Gen Z doesn’t want more crisis coverage. (Reuters Institute)

Attracting the Gen Z audience

The case studies covered in the report reveal that experimentation is essential in attracting Gen Z. Two of the successful initiatives included are Funke Zentralredaktion and The Wall Street Journal.

• Funke Zentralredaktion creation of a political TikTok channel is a strong example of attracting and growing a Gen Z audience. Funke used TikTok to introduce top politicians to the platform and asked them questions concerning the Gen Z demographic. The TikTok videos included serious issues but maintained a creative and modern look using filters, emojis, and sounds. The channel grew to nearly 70,000 followers in less than one year, with some videos reaching more than 3 million views.

Important lessons learned from Funke Zentralredaktion’s Gen Z subscribers:

• Approach serious topics in a creative manner.
• Ensure that the topic is relatable; find the right angle to address.
• Meet Gen Z on their platforms, e.g., TikTok.

The Wall Street Journal (WSJ), part of Dow Jones, created a student membership program to capture college students to create new readership habits. WSJ learned the great value of acquiring younger subscribers and creating a lifelong relationship with the brand.

Important lessons learned from the Wall Street Journal’s Gen Z subscribers:

• Less news in more formats, offer alternatives to reading news like podcasts or videos.
• Free and easy, meaning content needs to be compelling and cost-conscious subscription pricing.
• Digital only and be present where they are – such as Instagram and TikTok.
• Personalize to attract, engage, and retain this audience.

Hiring Gen Z in the newsroom

Another aspect of attracting this younger audience that the report covers is their critical role as content creators.  One example offered in the report is that of The News Movement. Created by two news veterans, William Lewis, former chief executive of Dow Jones, and Kamal Ahmed, former editorial director at the BBC, the goal of this news platform is to commission and produce content by and for Gen Z. The News Movement distributes its content on Gen Z’s their favorite platforms (i.e., TikTok and Instagram) as well as on its own site. It also has partnerships with the Associated Press (AP) and others to help it produce content. It’s presently in beta.

Felps’ INMA report identifies new approaches for the news media to experiment with to attract Gen Z, like using video or podcast formats and creative filters.

To ensure future sustainability, media companies must engage with Gen Z to offer news that is more understandable and relatable.  And, in addition to meeting this audience where they already are, by distributing content on the platforms and in the formats this generation prefers, it is also critical that media leaders understand that Gen Zers must be included on staff and afforded a voice in the newsroom.

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Not to be confused with millennials, Gen Z’s outlook and media habits are very much their own. A powerful demographic — and audience — in its own right, Insider Intelligence noted Gen Z is expected to constitute more than one in five (20.2%) of the U.S. population in 2022. With nearly 70 million tweens, teens, and young adults falling into this category, “Gen Z is the most racially, ethnically, and sexually diverse generation in history.” 

So, what do we know about this demographic, and how can publishers best reach and engage with them?  

1. Understand their social media habits 

Given that this group was “born digital” it is no surprise they are active users of social media. One key segment of this demographic, teens, spends around four hours a day on social media new research from Piper Sandler shows. This latest semi-annual Taking Stock With Teens survey also revealed TikTok is teens’ favorite social media platform (33%) surpassing Snapchat for the first time (31%). Instagram ranks third (22%). YPulse’s social media monitor reports that, although Gen Z’s use of platforms such as Facebook, Instagram, and Snapchat increased slightly last year, “no platform has seen growth comparable to TikTok’s in 2021.”   

2. Create digital campfires  

Gaming platforms and emerging social spaces also present some intriguing possibilities. For example, YPulse found Gen Z is more than twice as likely as Millennials to use platforms such as Discord (34% vs. 15%) and Fornite (25% vs. 10%). They are also less inclined to use products like Facebook (42% vs. 75%) and Facebook Messenger (42% vs. 62%) although that may change as they get older.  

Writing in Harvard Business Review, Sara Wilson remarked on “how younger audiences are leaving many public-facing social platforms and flocking to smaller, more intimate online destinations.” She calls these spaces “digital campfires.” 

With roots in gaming culture, but not exclusive to gamers, Wilson argued, “digital campfires have become a force defining not only how Gen Z audiences connect, but also how they experience and shape the culture at large.” 

“For that reason, marketers can no longer afford to ignore them,” she said. The same argument can be made for publishers and other content creators too. Twitter Spaces, live streams, and AMAs are just the mainstream tip of this intimacy iceberg. Other platforms like Roblox, Geneva, and Discord should also be on your Gen Z radar. 

3. Keep it real 

“Connecting with Gen Z means much more than just creating a company TikTok account,” suggests Max Pinas, Executive Creative Director, Dept. “As digital natives with a sixth sense (and zero tolerance) for insincerity, Gen Z is expecting more from brands,” Pinas told AdWeek.

That means “you must earn their trust, as they need to believe in your product as well as your purpose,” according to Erik Huberman, the Founder & CEO of Hawke Media, a full-service, award-winning marketing consultancy headquartered in L.A.  

For media players, that may mean everything from providing more behind the scenes stories on Instagram Stories, as well as having a more defined voice on issues that matter to Gen Z. Those subjects include climate change, social justice and the wider uncertainties faced by this generation; uncertainties impacting Gen Z’s economic prospects and their mental health.  

Having a voice on such matters may challenge traditional journalistic concepts of neutrality and objectivity, but can be clearly seen in outlets such as VICE, Complex, and The Recount. These are publishers I find many of my Gen Z students naturally gravitate towards because of this.  

4. Lean into their content preferences 

Video, mobility, and short-form content all matter to this cohort. DCN’s research established the primacy of video. Gen Z values video over other media platforms by a margin of around 2-to-1.  

More than half of their daily video viewing is on Netflix and YouTube (both 30%) Piper Sandler showed.The research also found ​​87% of teens own an iPhone; with 87% expecting an iPhone will be their next phone too.  

“Gen Z typically have an attention span of just 8 seconds,” the IAB reported, “a few seconds shorter than millennials, who come in at approximately 12 seconds.” From Under The Desk News on TikTok, to Axios’ penchant for bullet points (a format they’ve trademarked as Smart Brevity®) and the emergence of audio “microcasts,” no medium is immune to this short-form trend. Given that it’s not just Gen Z with infinite sources of distraction and entertainment available to them in the palm of their hand, short-form’s prevalence is only likely to grow. 

5. Find fresh ways to make it pay 

“The number of those [Gen Z] investing in cryptocurrency in the US increased by a whopping 200% since Q2 2020,” GWI highlighted last month. This presents intriguing possibilities for outlets seeking new content verticals, as well as new ways to secure reader revenue.  

As I demonstrated in a list of 231 Ways To Make Media Pay, publishers such as the Chicago Sun-Times, Time, and The Marginalian (formerly Brain Pickings) have already been experimenting with cryptocurrency payments. More widely, Gen Z’s propensity to consume media on platforms like Netflix, Hulu, and Spotify may mean they’re more in the habit of paying for premium content. 

In a similar vein, the tipping culture manifest in parts of the creator economy also offers some fascinating possibilities. Publishers may want to tap into Gen Z’s relationship with influencers and above-average propensity to use platforms like Discord and Twitch where this type of functionality is baked in. 

Lastly, as more and more publishers seek to add e-commerce into their revenue mix, the emergence of social commerce — and Gen Z’s growing habit of not only drawing inspiration from social networks but then purchasing products and services directly through them — is another area publishers must pay heed to. 

Implications for publishers 

For content creators chasing after Gen Z consumers, the data suggests it is important to be active on newer, more visual, video-led social networks like Instagram and TikTok. At the same time, YouTube remains the most popular social media channel used by Gen Z and the rest of us, a traditional platform many publishers do not make the most of. 

And it’s not just social video attracting Gen Z. Spotify’s data shows that Gen Z (and millennials) actively use audio to access diverse viewpoints and to find out about social issues, potentially creating a space to dig deeper and offer more long-form content. 

Embracing these platforms, certain characteristics of the gaming ecosystem, as well as the style and tone of voice Gen Z expects from much of the media they consume, is essential if publishers are to develop long-term relationships with Gen Z. Given their size and purchasing power, Gen Z is a group no publisher can afford to ignore. 

The post 5 ways media companies can better reach — and engage with — Gen Z   appeared first on Digital Content Next.

The IPA’s Commercial Media Landscape report offers a high level view of the media landscape today. The report looks at reach, share of time, time spent, and usage patterns across the day of all commercial media properties in order to illuminate where shifts are occurring. In particular, it delves into how adults in Great Britain spend their media day and examines the differences between age groups.

Convergence

One of the most striking findings of the fourth edition of the report is the changing nature of the relationship between the media consumption habits of 16- 34s and people aged 55+. Previous editions of the IPA’s report found steady declines in the correlation between the habits of these two audiences with a trend towards divergence. In a striking turn, the fourth edition finds a marked shift towards eventual convergence.

This seems to be driven by the fact that the 16-34 age group is nearing peak digital penetration as their patterns of consumption level out. At the same time, for those aged 55 and over, the advancement of technology usage brought on by the Covid-19 pandemic resulted in rapid digital media uptake.

Consumption

Online Video has seen the most significant growth of any media channel over the last five years, and it now commands a greater share of media time than Live/Recorded TV for 16-34s. As with 16-34s, the reduction in time spent with Commercial Live/Recorded TV for 35-54 was one of the largest shifts from 2015 to 2021. In 2015 Commercial Live/Recorded TV took a 42% share of the curated commercial media day for 35-54s. By 2020 pre-lockdown this had fallen to 29%, and again to 26% in 2021 post-lockdown.  

For those 55+ Commercial Live/ Recorded TV and Newsbrands (Print) saw increases in reach, share and time spent during and post lockdown. On the other hand, Social Media was the clear winner for 16-34s.

For commercial media in 2021, more time is now being spent with digital rather than nondigital channels. For all adults, the split has grown from 58:42 towards non-digital in 2015 to 46:54 in favor of digital in 2021. For 16-34s in 2021, 78% of all curated commercial media time was spent with digital channels.

As is to be expected, share shifted the most among 16-34s, from 76% commercial in 2015 to 64% in 2021 post lockdown. And although 16-34s are seen as the subscription spear-headers, they actually spent almost two thirds of their media time in commercial spaces, which is greater than the average adult.

Overall, the report finds significant evidence of increasing digital media usage for 55+. In the 2021 post-lockdown era, Smartphone, Tablet and PC Laptop combined now account for 33% of their total commercial media consumption time for this group, up from 19%. As the report points out, those over 55 had to quickly adapt to stay in touch, shop etc., which made them more confident about digital media and devices.

Conclusions

The areas of difference are still significantly greater than commonalities. Unsurprisingly, the report does reinforce some of the expected generational differences in media consumption.

According to the authors, “although it is encouraging to see an increase in similarity between these two audiences, it should not be missed that a correlation of 18% still represents an 82% dissimilarity between the two audience’s time spent with media properties and a hope of one-size-fits-all media plans in reality would be more aligned to one-size-fits-none.”

However, it does find a greater degree of convergence than might  be expected. While this was likely accelerated by the pandemic, the report ultimately suggests that, for 16-34s, their level of digital media usage has become so high, there is very little room for additional growth. However, for 55+ there was — and will be — continued room for growth in digital media usage. So, while it is critical to innovate and experiment to attract younger audiences, it is important not to overlook the growth opportunities across generations.

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The contents of your TikTok “For You” page, a stream of videos curated by the near-omniscient algorithm, says a lot about what you stand for, who you are, and what you like. It’s part of what draws audiences to the platform. When you open the app, you know what to expect. And, better yet, you know you’ll like it. 

This type of personal experience is what digitally native audiences have come to not just enjoy, but expect, from the content they consume. If it isn’t authentic, vulnerable, and personal, they don’t want it. 

So, when it came time to reimagine what video content would look like for Ascend, Harvard Business Review’s brand for young professionals, we knew we’d have to make it real. We knew we’d have to take a host-driven approach. And we knew we’d have to meet our audience where they are. On TikTok, yes, but also on YouTube, Instagram, and whatever comes next. 

Appearing as on-camera hosts, being authentic in front of an audience of millions, and making sure that audience feels engaged — this is all easier said than done. Here’s how we make it work at HBR, and some tips on how to make it work for you and your audiences.

Authenticity and vulnerability are necessities.

Obviously, neither video nor social media was new for HBR in 2020. But that was the year Christine vs. Work marked the first show that we designed specifically and primarily for YouTube. This meant leaning into a host’s personality (in addition to credibility), embracing mistakes that make us human (the word “flawesome” is often applied), and creating a dialogue with our audience. 

In each episode, I (Christine) address a real work dilemma, seek advice from experts, and then put that advice into practice (with varying levels of awkwardness). Although I feel like I “should” know the answers to my biggest career questions by this point in my path as a manager, I often don’t — or I’m not confident about them. In Christine vs. Work, I’m honest about that. It’s that vulnerability, which many can relate to, that earns the trust of our audience.

The same goes for Career Crush, another host-driven, YouTube-first series we launched in 2021. In this show, I (Kelsey) interview people with my “dream” careers to get to the bottom of what their jobs are really like. I dive into how much money they make, misconceptions about their roles, and whether they actually enjoy what they do for a living. Most of the time, I have no idea what it takes to get a job like theirs, and I don’t pretend that I do. After all, I’m not an expert in software engineering, or Twitch streaming, or photography. I’m still in my early career, too. So, the questions I ask and the ideas I uncover are based on things I’m genuinely curious about. That curiosity is crucial to creating a connection with our viewers. 

A key element to making this work is to remember that you can’t manufacture “realness” and “authenticity.” We film in our own homes as much as the office (a necessity during lockdown), process complex emotions on camera, and are transparent about ourselves in front of a virtual global audience. It’s not always easy for us as hosts, but the human connection that forms from sharing our vulnerability is a lasting one. That’s particularly important for bridging the HBR brand to Gen Z audiences and reassuring them that we’re here for them in a world where it’s harder than ever to determine what is real and who to trust.

More voices, more perspectives.

We’ve learned, as individual hosts bringing our authentic selves to the fore, we’re not going to be everyone’s cup of tea. That’s precisely the point: We want our audience to connect with whoever they vibe with most. And, when it comes to host-driven content, that means diversifying the personalities, voices, and perspectives on our channels.

We put great care in our guest selection to fulfill that mission. In Christine vs. Work, we feature practitioners in addition to academics and thought leaders from around the world. In Career Crush, there’s no substitute for hearing first-person accounts of what it’s like working in a specific role or industry. 

We also think carefully about the “faces” of Ascend. By design, our TikTok channel isn’t led by any single content creator. Although there are recurring familiar faces that deliver a regular dose of work advice and office humor, we encourage each presenting editor to lean into their distinct and authentic storytelling style. Plus, anyone in the company who wants to pitch, write, shoot, or star in a TikTok is welcome to join the party (a.k.a our weekly brainstorm). Who knows whose video will go viral next?

Lastly, we recently launched a pilot called HBR Presents on our video platforms. In this initiative, we partner with and feature talented external creators to share their expertise on topics like personal finance, early career, and email etiquette. The vision is to thoughtfully grow this creator network, expanding our offerings for an audience hungry for helpful and engaging content delivered in a relatable way.

To put it simply: You can’t have authenticity without hosts who are willing to be vulnerable. Expand your pool of hosts, make it diverse in every sense of the word, and never pair a host with a video or topic that doesn’t resonate with them. Audiences can spot an uniterested host from a mile away.

We’re listening. You matter.

What’s most exciting about our roles as hosts and producers is that we’re able to forge a connection, through our own voices, with our audience. Whatever platform or channel, we commit to reading the comments, replying as ourselves, and responding to questions and stories that others have shared with empathy and insight. We take viewer requests and incorporate them into future episodes. In addition to performance analytics and audience data, we’re able to synthesize viewer feedback to inform Ascend editorial projects across the board. With host-driven video, audiences keep coming back not just for the content, but for the hosts themselves. So creating that engagement — that direct connection — matters.

Long story short, we’re listeners, not lecturers. This philosophy defines our commitment as editors. We also represent a piece of Harvard, for an audience that demands — and deserves — a brand they can trust.

And if you find us on TikTok, Instagram, YouTube, or Ascend, our goal is that you’ll feel like this content is delightfully “for you.”

About the authors

Kelsey Alpaio is an Associate Editor at Harvard Business Review.

Christine Liu is the innovation editor at Harvard Business Publishing’s product incubator.

The post “I Feel Seen”: How HBR connects with Gen Z through video appeared first on Digital Content Next.