Winning Gen Z with Video Content: Key Marketing Strategies

Why Does Marketing to Gen Z Matter?

Marketing to Generation Z (Gen Z), born between the late 1990s and early 2010s, is crucial for businesses aiming to stay relevant in the modern marketplace. With their purchasing power estimated to exceed $143 billion annually, Gen Z represents a demographic that brands cannot afford to overlook. Gen Z has grown up in a digital-first world, making them highly adept at navigating technology and consuming content at lightning speed.

To engage this audience, businesses must understand their preferences, values, and behaviour patterns. Gen Z is driven by authenticity, social responsibility, and seamless digital experiences. They expect brands to align with their beliefs and deliver content that is engaging, interactive, and visually appealing. Ignoring this generation means missing out on a significant market opportunity, as their influence extends beyond their purchasing power to shaping broader cultural and consumption trends.

Why Is Video Content Important for Gen Z?

Video content has emerged as the preferred medium for Gen Z due to its ability to convey messages quickly, visually, and interactively. Platforms like TikTok, YouTube, Instagram Reels, and Snapchat dominate their online behaviour. Studies show that Gen Z spends an average of three hours daily watching online videos, underscoring the significance of video as a primary tool for engagement.

Unlike static images or text, video content captures attention instantly and keeps viewers engaged longer. For Gen Z, video represents a way to consume information efficiently while being entertained. Whether it’s short-form content that aligns with their fast-paced lifestyle or long-form tutorials and explainer videos that cater to their curiosity, video content resonates deeply with this audience.

Moreover, video’s versatility allows brands to experiment with storytelling formats, interactivity, and visual creativity. By leveraging explainer videos or brand videos, businesses can foster stronger connections with Gen Z, drive engagement, and ultimately build trust.

11 Marketing Strategies to Win Gen Z Using Videos

1. Emphasize Your Brand’s Mission

Gen Z values authenticity and purpose-driven brands. They are drawn to companies that actively contribute to societal and environmental causes. By showcasing your brand’s mission and values through compelling storytelling, you can create a meaningful connection with this socially conscious generation.

For instance, brands that focus on sustainability, diversity, or community empowerment resonate strongly with Gen Z. Brand videos and behind-the-scenes footage that highlight these initiatives can amplify your message. Employee testimonials, customer stories, or videos showing the positive impact of your mission can help engage and build trust with Gen Z.

Takeaway: Use brand videos to demonstrate your brand’s positive impact on society. Share authentic stories that inspire and reflect your commitment to a greater purpose.

2. Use Interactive Content

Interactive videos are a powerful way to engage Gen Z, who prefer active participation over passive consumption. Features like polls, quizzes, clickable elements, or “choose your own adventure” formats make your audience feel involved and valued.

Interactive content is particularly effective on platforms like Instagram Stories, where features such as polls and Q&A stickers encourage direct engagement. Similarly, YouTube’s interactive video elements allow viewers to make choices that influence the storyline.

Takeaway: Incorporate interactive features into your video content to foster a sense of connection and involvement. Platforms like Instagram, YouTube, and TikTok offer tools to make your videos more engaging.

3. Use a Hook

The first few seconds of a video are critical for capturing Gen Z’s attention. This generation is accustomed to scrolling quickly, so your content needs to stand out immediately. An attention-grabbing hook—such as an intriguing question, bold statement, or visually stunning moment—can make your video “scroll-stopping.”

For example, starting a video with a relatable scenario, a surprising fact, or a high-energy scene can draw viewers in. The hook sets the tone and compels the audience to keep watching.

Takeaway: Optimize the opening moments of your videos to captivate your audience instantly. Ensure the hook is relevant, creative, and aligned with your message.

4. Use the Right Channels

To effectively reach Gen Z, it’s essential to focus on the platforms where they spend most of their time. TikTok, YouTube, Instagram, and Snapchat are the go-to channels for this demographic. Each platform has its unique culture and content preferences, so tailoring your videos accordingly is key.

For instance, TikTok thrives on short, trend-driven content, while YouTube is ideal for longer, in-depth videos like tutorials or explainer videos. Instagram Reels and Stories cater to visually engaging, snackable content.

Takeaway: Research and understand the nuances of each platform to create content that resonates with Gen Z’s preferences. Adapt your video strategy to leverage the strengths of each channel.

5. Incorporate UGC (User-Generated Content)

User-generated content (UGC) is highly effective in connecting with Gen Z because it feels authentic and relatable. This generation values peer recommendations and real-life experiences over polished advertisements.

Encourage your audience to create and share videos showcasing their experiences with your brand. Highlight these UGC clips on your platforms to build community and trust. For example, a skincare brand might feature videos of customers sharing their routines using the brand’s products.

Takeaway: Celebrate and share UGC to create a sense of community and demonstrate the real-world impact of your brand.

6. Leverage Influencer-Created Content

Gen Z trusts influencers more than traditional advertisements. Partnering with influencers who align with your brand’s values can amplify your message and make it more relatable. Influencers provide an authentic voice that resonates with this audience.

Whether it’s a beauty influencer demonstrating your product or a gaming influencer showcasing your app, the possibilities are endless. Micro-influencers, in particular, often have highly engaged, niche audiences that can deliver impactful results.

Takeaway: Collaborate with influencers to create relatable and impactful brand videos that resonate with Gen Z.

7. Leverage the Power of Video in Marketing Emails

Emails remain a valuable marketing tool, and incorporating videos can significantly enhance their effectiveness. Including a video thumbnail in your email can increase click-through rates by up to 300%.

Use videos to explain product features, share updates, or showcase customer testimonials. For example, a SaaS company could include a product demo or explainer video in their onboarding emails to help new users get started.

Takeaway: Enhance your email campaigns with explainer videos to drive engagement and deliver value to your audience.

8. Tap into Gen Z FOMO with Time-Sensitive Posts

Fear of Missing Out (FOMO) is a powerful motivator for Gen Z. Time-sensitive video content, such as limited-time offers, flash sales, or exclusive sneak peeks, can create urgency and encourage immediate action.

For example, using countdown timers or live events on Instagram or TikTok can generate excitement and drive participation.

Takeaway: Leverage time-sensitive content to create urgency and inspire quick decision-making.

9. Leverage #Hashtags

Hashtags are essential for increasing the discoverability of your video content. Gen Z actively searches for trending hashtags to find content that resonates with them. Using a mix of trending and brand-specific hashtags can amplify your reach.

For example, a fitness brand might use hashtags like #FitnessGoals or #HealthyLifestyle to attract Gen Z audiences interested in health and wellness.

Takeaway: Incorporate relevant hashtags into your video content to boost visibility and engagement.

10. Don’t Be Afraid to Show Off That Sense of Humor

Gen Z appreciates humour and creativity. Light-hearted, witty videos that make them laugh are more likely to be shared and remembered. Memes, parodies, or comedic skits can showcase your brand’s personality and make it relatable.

For instance, a fast-food brand might create humorous TikTok videos featuring quirky product moments or playful challenges.

Takeaway: Experiment with funny, meme-worthy content to make your brand videos memorable and engaging.

11. Highlight Your Brand’s Beliefs and Values

Gen Z aligns with brands that stand for something. Whether it’s environmental sustainability, social justice, or ethical practices, showcasing your beliefs and values in your video content can build a loyal following.

Videos that highlight your brand’s efforts in these areas—such as charity initiatives, eco-friendly practices, or inclusive hiring—can resonate deeply with this audience.

Takeaway: Create brand videos that reflect your brand’s commitment to social and ethical issues to build trust and loyalty.

Best Gen Z Marketing Campaigns

Several brands have successfully captured Gen Z’s attention through innovative video marketing campaigns. Examples include Nike’s “You Can’t Stop Us” campaign, which emphasized inclusivity and resilience, and Netflix’s creative use of TikTok trends to promote its shows.

What Kind of Videos Does Gen Z Like?

Gen Z gravitates towards content that is:

• Short-form and trend-driven: TikTok videos and Instagram Reels are ideal.
• Interactive: Polls, Q&A sessions, and augmented reality filters.
• Visually engaging: High-quality visuals and creative storytelling.
• Authentic: Real, unpolished content that feels genuine.

What Type of Content Does Gen Z Prefer?

Gen Z prefers content that aligns with their values, lifestyle, and digital habits. Key characteristics include:

• Authenticity: They seek genuine stories and relatable experiences over polished advertisements.
• Snackable Formats: Quick, easily digestible content fits their fast-paced digital consumption habits.
• Diversity and Inclusion: Representation matters, and they resonate with brands that reflect diverse perspectives.
• Educational and Informative: Content that adds value or teaches something new often captures their attention.
• Interactive Experiences: Interactive elements like polls, challenges, and Q&A videos make them feel part of the conversation.

Why Video Is the Most Engaging Content Medium for Gen Z

Video is uniquely suited to Gen Z’s preferences for dynamic, visually rich, and immersive content. It provides:

• Instant Gratification: Quick and captivating content aligns with their short attention spans.
• Emotional Connection: Videos evoke emotions more effectively than static images or text.
• Versatility: From entertainment to education, video can serve multiple purposes.
• Mobile-Friendly Format: Gen Z consumes most of their content on smartphones, making video an ideal medium.