Roughly 86% of Gen Z users and 73% of Millennials have a TikTok account, making this one of the most popular platforms for video marketing. However, other platforms still dominate. Instagram users spend 50% of their time on the app consuming Reels, and short-form videos (15 seconds or less) are most likely to capture user attention.

Video marketing To Gen Z: what do they want?

Gen Z (born between 1997 and 2012) doesn’t know a world without the internet, social media, and constant connectivity. Where Boomers were primarily influenced by radio and TV ads, Gen Z consumes that influence from their smartphones. Data shows that 74% of Gen Z users continue researching a product after seeing a Dynamic Showcase Ad on TikTok.

For this generation, social media is a creative outlet for expression, dialogue, and even education. They consider themselves content creators, even if they’re not “influencers.” They want to see authentic content that’s raw and unfiltered. Anything too polished or scripted doesn’t resonate. 

Social media platforms like TikTok, YouTube, and Instagram aren’t purely social for this generation. They’re all search engines. This is where they spend their time and where they go to discover, engage, and purchase. 

But this reliance and familiarity have come at a cost. Attention spans are short, and content must be fast-paced and immediately engaging to perform well.

Video marketing To Millennials: what do they want?

This generation remembers a time before Google, dial-up Internet, and when cell phones were rare. Social media was new for young adult Millennials (born between 1981 and 1996, also known as Generation Y), and the initial emphasis on perfect, filtered, and curated content holds strong. They view it as aspirational and value aesthetically pleasing content. 

The Millennial mindset around social media is primarily one for consumption and entertainment. They can tolerate longer content, but the ideal target is still 30 to 60-second videos before they’re scrolling on to the next. 

Preferred platforms for Millennials are Instagram, Facebook, and YouTube, with 73% also using TikTok. Generation Y is on social media to unplug, not to stay plugged in. Their engagement is more passive, but they currently carry most of the online buying power.

Their attention spans endure longer, and they’re looking for a deep connection, not just good content. A Millennial cares more about the message than most other components of short-form video marketing. 

Video marketing strategies that work for Millennials and Gen Z

Don’t waste time and resources on a marketing strategy that doesn’t align with your target audience's expectations. You have to adapt your short-form video marketing strategies to meet Millennial and Gen Z expectations and inspire conversions. 

3-second hooks

If you lose them at the hook, you lose them for the whole video. The full message is never seen or absorbed, and they continue to scroll. The hook is what immediately captures attention, so the viewer will pause and see what you have to say. 

A “pattern interrupt” should be employed in the first three seconds to break the pattern of passive scrolling and pique their interest. Use unexpected visuals, polarising messaging, bold text, or skip the introduction and get straight to the point of the message. 

Short-form video content

Short-form video content performs best, particularly on platforms like Instagram Reels and TikTok. This is classified as anything that’s between 15 and 90 seconds. The recommendation is 15 seconds for ads and 30 to 90 seconds for organic content. 

Prioritise real, authentic, and relatable content

The Millennial and Gen Z consumer can spot a phony ad in an instant. Always lead with value and take a raw approach to content. Don’t be pushy or slimy, but rather lean into story and connection. This doesn’t mean the quality should suffer or that video content shouldn’t be polished. In fact, high-quality video marketing content increases trust and elevates brand perception. 

Leverage influencers and user-generated content (UGC)

A content creator doesn’t have to log six-figure follower counts to be effective. They just need to demonstrate a decent level of authentic engagement, at least 3% to 6%. Select micro-influencers and UGC content creators who are Gen Z or Millennial peers and can create the desired aesthetic. 

Repurpose long-form video content

Although short-form video content performs better, the Millennial generation will still watch long-form video content, but Gen Z is less likely to stick around. Get the message to Gen Z and make it even more consumable by repurposing long-form content into short-form video clips. 

Lean into nostalgia

Gen Z is on the cusp of enjoying childhood nostalgia, while Millennials are continually reminiscing about “the good old days.” Lean into throwbacks, retro styles, and trends that call back to the past. Gen Z might not get all the references, but they’ll be intrigued by high-quality video content that stands out, regardless. 

Captions are non-negotiable

Many social media users scroll with the volume low or off. Always include captions so the message isn’t lost due to noisy surroundings or a quiet, late-night scroll. This also enhances video accessibility for individuals with hearing impairments.

Adapt your video marketing to increase conversions

Meeting audience demand with strategic and high-quality video marketing content will help drive up conversions and create a better brand experience for your audience.