Using Video Content to Attract, Engage and Educate Gen Z

Video content has become a dominant force in the digital landscape, and when it comes to attracting, engaging, and educating Generation Z (Gen Z), it is a powerful tool.

 Born into a world of smartphones, social media, and constant connectivity, Gen Z has grown up with an appetite for video content. In fact, we've done our homework, conducting an extensive market research study that surveyed nearly 20,000 young individuals, uncovering their online habits and preferences. The results speak for themselves:

📽 An astounding 92% of these tech-savvy youths expressed a strong desire for entertaining and relatable video content. They want to be engaged, entertained, and inspired.

📺 88% rely on video content as a primary source of information. They look to videos to gain insights, knowledge, and to make informed decisions.

📱 76% of respondents admitted to spending a whopping 5-6 hours each day consuming video content. It's clear that video is their go-to medium.

Now, imagine leveraging these statistics to your advantage to effectively capture their attention and connect with this generation, here are some strategies for using video content:

Short and snappy wins

Gen Z has a shorter attention span than previous generations, so it's crucial to keep your video content concise and engaging. Aim for videos that are no longer than a few minutes at most and deliver information in a clear and captivating way. Utilise quick cuts, vibrant visuals, and dynamic storytelling techniques to make your videos visually appealing and easily digestible. Also, think about creating shorts of around 30 seconds to really capture their attention.

Authenticity matters

Gen Z values authenticity and transparency. They are quick to spot overly polished or overly promotional content. Instead, focus on creating authentic videos that resonate with their values and experiences. Show real people, real stories, and genuine emotions. This can help build trust and a deeper connection with your Gen Z audience.

Storytelling for impact

Storytelling is a powerful tool for capturing Gen Z's attention. Craft narratives that are relatable, emotionally resonant, and relevant to their lives. Consider incorporating real-life experiences, challenges, and successes to create an emotional connection. A day in the life of an apprentice, intern or graduate is an extremely effective way to engage Gen Z on a deeper level and leave a lasting impact.

Educational and informative content

Gen Z is a highly curious and knowledge-seeking generation. Use video content to educate and inform them about topics that interest them. Create videos that provide practical tips, industry insights, or tutorials. Be sure to present the information engagingly and entertainingly. Gen Z appreciates content that adds value to their lives and helps them learn something new.

Socially conscious messaging

Gen Z is passionate about social issues and values companies that share their concerns. Use video content to align your brand with social causes and communicate your commitment to making a positive impact. Highlight initiatives, charitable partnerships, or sustainability efforts through videos that showcase your brand's values. This can help forge a deeper connection with Gen Z and foster brand loyalty.

Mobile Optimisation

Gen Z's mobile usage is significant, so it's essential to optimise your video content for mobile devices. Ensure that your videos are mobile-friendly, with clear visuals and legible text. Keep in mind that vertical videos tend to perform better on mobile platforms, so consider adapting your content to suit this format.

Make it relatable

Stay in tune with the latest trends, topics, and challenges that resonate with Gen Z. Create videos that address these subjects and provide your unique perspective or advice. This could include topics such as interview tips, exam stress management, mental health awareness and more. By tackling subjects that are relevant to Gen Z's lives, you position yourself as a valuable resource and keep your brand top-of-mind.

Think outside of the box

CareermapTV are currently working on a campaign on behalf of a client where we hit the streets of a key location catchment area, where the company aims to attract talent. We’ll be conducting impromptu interviews with passersbys, asking questions related to their perceptions of the company, early career opportunities, and their overall impression of the industry. This on-the-spot approach encourages authentic responses and provides valuable insights into how Gen Z perceives the company. It’s great for companies that offer opportunities that are unexpected in their industry like tech roles in an automotive company and so on. 

Video content holds immense potential for attracting, engaging, and educating Gen Z. Need support integrating this impactful medium into your early careers strategy? Get in touch today: https://www.careermapmediagroup.co.uk/request-more-information 

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