As we approach 2025, Generation Z (Gen Z), defined by their digital fluency and strong sense of values, is setting the stage for a new era in marketing. With their ever-growing influence on social media, entertainment, and consumer behaviour, brands must rethink how they engage with this demographic. One of the most effective ways to capture Gen Z’s attention and build lasting relationships is through the use of explainer videos and brand videos. These video formats, when tailored to Gen Z’s preferences and expectations, offer a unique opportunity to communicate, educate, and entertain in a manner that aligns with their digital-first, value-driven world.
Understanding Gen Z: How Do They Think?
1. Digital Natives
Gen Z is the first generation to grow up entirely immersed in the digital world. Unlike previous generations, they do not know a world without smartphones, social media, and instant access to information. This digital fluency has fundamentally shaped their expectations when it comes to how they interact with brands. Instant gratification, convenience, and seamless experiences are their baseline requirements.
For brands, this means that explainer videos must be concise, engaging, and accessible on the platforms Gen Z frequents the most, like YouTube, TikTok, and Instagram. These videos must meet Gen Z’s need for quick and easy-to-digest content while offering value in a short amount of time. Moreover, they want immediate feedback and quick responses, making explainer videos an ideal format for answering common questions, addressing pain points, and offering the solutions demanded.
Innovative Technologies: Gen Z expects brands to use cutting-edge technology to create unique and immersive experiences. Technologies like Augmented Reality (AR) and Virtual Reality (VR) are appealing to them. Incorporating these into explainer videos could be a great way to captivate this audience. For example, a brand could allow users to visualize a product in their environment via AR in an explainer video, or a VR video could give a virtual tour of a company’s operations, creating a more dynamic and interactive experience.
2. Social and Environmental Awareness
Unlike previous generations, Gen Z values authenticity above all else. They prioritize brands that align with their values, such as sustainability, social justice, and diversity. Gen Z wants brands to not only talk about making a difference but also demonstrate their commitment through actions. This focus on social and environmental responsibility is a significant driver of purchasing decisions among Gen Z consumers.
For marketers, this shift towards social consciousness means that brand videos must go beyond traditional advertising and focus on meaningful storytelling. A brand video that highlights how a company is tackling climate change, supporting underrepresented communities, or driving social change can create an emotional connection with Gen Z viewers. Furthermore, transparent communication about a company’s practices, such as ethical sourcing, fair wages, or zero-waste production, can strengthen trust.
3. Preference for Personalization
Gen Z wants experiences tailored to their individual preferences. Personalized content is essential, and they expect brands to use data to provide customized experiences. Whether it’s product recommendations, personalized promotions, or content that speaks directly to their interests, Gen Z craves personalization at every touchpoint.
For explainer videos and brand videos, personalization means delivering content that resonates with each viewer’s unique needs. Using AI to personalize video content based on user behaviour is becoming increasingly popular. For instance, YouTube’s recommendation algorithm ensures that viewers get videos tailored to their interests, and similar strategies can be used in marketing campaigns. A personalized explainer video could showcase specific products or services based on the user’s previous interactions with the brand, making the content more relevant and engaging.
The Role of Explainer Videos and Brand Videos in Gen Z Marketing
1. Interactive and Engaging Explainer Videos
Gen Z has a natural affinity for interactive content. They love to engage with content that lets them take control, whether it’s through choosing different paths in a story or exploring features of a product. This preference for interactive experiences opens the door for brands to leverage explainer videos in new and exciting ways.
Interactive Explainer Videos allow users to actively participate in the content. For example, a company could create an interactive product demo where viewers can select different features of the product to explore in more detail. Alternatively, an explainer video could include clickable links that lead to product pages, special offers, or even behind-the-scenes content. This approach encourages viewers to engage with the content and spend more time interacting with the brand.
Netflix and other streaming platforms have demonstrated the effectiveness of interactive storytelling through their “Choose Your Own Adventure” series. Brands can take inspiration from this format to craft interactive explainer videos that give Gen Z viewers a sense of control while delivering valuable information.
2. Short-Form Content: Capturing Gen Z’s Attention
Short-form content has become a dominant force in how Gen Z consumes media. With platforms like TikTok and Instagram Reels, this generation is accustomed to quick, impactful videos that deliver entertainment or value in less than a minute. For marketers, this means that explainer videos and brand videos need to be brief but compelling.
Explainer Videos can be trimmed down to focus on one key message or feature of a product or service. These videos should be visually dynamic, featuring bold graphics, quick transitions, and on-screen text to convey the message efficiently. A brand video can also capitalize on short-form content by introducing a brand’s core values or showcasing a new product in a snappy, attention-grabbing manner.
An example of this is Chipotle’s TikTok campaigns, where they use humour and trending music to make quick, memorable brand videos that connect with Gen Z. Similarly, explainer videos on TikTok that break down complex topics into bite-sized content are highly effective for grabbing attention.
3. AI-Powered Personalization for Brand Videos
AI is revolutionizing how brands create personalized experiences for consumers. Gen Z expects highly personalized content that speaks directly to their unique interests and behaviours. By leveraging AI, marketers can tailor brand videos and explainer videos to suit individual preferences.
For example, AI can analyze a user’s browsing behaviour, purchase history, and engagement with previous videos to recommend the most relevant content. In the case of explainer videos, this could mean showing a user a video about a product they’ve previously searched for or engaging them with an educational video about a service they’ve interacted with.
AI-driven personalization is also crucial for brand videos. By using machine learning algorithms, brands can create videos that are automatically adjusted based on a user’s profile, making the content feel more relevant and engaging.
4. Sustainability and Social Responsibility in Brand Videos
Gen Z’s commitment to social and environmental issues means that brands must showcase their sustainability efforts in a transparent and authentic manner. A brand video can be a powerful tool for communicating these values and actions. By highlighting initiatives like reducing carbon emissions, promoting ethical sourcing, or supporting community-based projects, brands can align themselves with Gen Z’s values.
Patagonia and TOMS are great examples of brands that have built a loyal Gen Z following by highlighting their environmental and social initiatives. A brand video from Patagonia, for example, might feature real footage of their sustainability efforts in action, or it could focus on the impact of their charitable initiatives. These types of videos not only resonate with Gen Z but also demonstrate that the brand is committed to meaningful change.
5. Gamification and Explainer Videos
Gamification is a strategy that appeals to Gen Z’s love for interactive, entertaining content. By incorporating elements of gamification into explainer videos, brands can create more engaging experiences that keep viewers coming back for more. Features like quizzes, challenges, and reward systems can increase interaction and deepen the relationship between the brand and Gen Z.
For example, Duolingo uses a streak feature to encourage users to practice a new language every day. Starbucks employs gamification in its loyalty program, rewarding users with points for purchases that can be redeemed for rewards. Similarly, explainer videos could use gamified elements, such as offering rewards for completing interactive product tutorials or challenges related to the brand.
Strategies for Crafting Effective Campaigns That Resonate with Gen Z
1. Leverage Explainer Videos to Simplify Complex Information
Explainer videos are one of the best ways to break down complex topics and make them digestible for Gen Z. Whether it’s a tutorial, product demo, or a company overview, these videos should focus on clarity, simplicity, and visual appeal. Use engaging animations, infographics, and concise narration to ensure that the message is communicated effectively.
2. Create Authentic, Relatable Brand Videos
Authenticity is key to connecting with Gen Z. Brand videos should reflect the brand’s true personality and values. Avoid overly polished or scripted content, and instead focus on real stories, behind-the-scenes footage, and genuine testimonials. These types of videos help build trust and create a deeper connection with the audience.
3. Optimize for Mobile and Multi-Platform Experiences
Gen Z spends a significant amount of time on their smartphones, so your videos must be optimized for mobile viewing. Ensure that explainer videos and brand videos are responsive, load quickly, and offer a seamless experience across devices. Additionally, adapt your content for different platforms, such as YouTube, Instagram, and TikTok, to ensure it reaches Gen Z where they are most active.
4. Collaborate with Influencers for Greater Reach
Gen Z places a high value on peer validation, which is why influencers play such a crucial role in their purchasing decisions. Partnering with influencers who align with your brand values and message can amplify the impact of your explainer videos and brand videos. Influencers can help present your message in an authentic and relatable way, increasing engagement and building trust.
5. Incorporate User-Generated Content
Encourage your audience to share their experiences with your brand. User-generated content, such as customer reviews, testimonials, and unboxing videos, can be incorporated into your brand videos and help build credibility. Gen Z trusts peer reviews more than traditional advertising, so featuring real customer stories in your content is a great way to enhance authenticity and foster deeper connections.
