According to research from iStock’s VisualGPS creative insights platform, younger consumers enjoy engaging with both YouTube Shorts and its classic long-form content. While 72% of British Gen Z and 66% of British Millennial users resonate with short-form clips on social media, 41% of Gen Z and Millennials also find long-form videos inspiring.

From experimenting with video styles to creating informative and entertaining clips about your product or service, there are many ways content creators can create the ‘perfect’ YouTube video to build deeper connections with Gen Z and Millennial audiences. Here are some tips to get you started.

Tap into the Behind The Scenes magic

People feel closest to a brand or influencer’s story when their content looks relatable. When asked about the value of social media, 78% of British Gen Z and Millennial users state that it gives them exposure to new perspectives, with more than seven in 10 saying that they are seeing more people like themselves represented on social media than in traditional marketing channels. 

That is why Get Ready With Me (GRWM) videos on YouTube, which give viewers a peek into someone’s life and routine as it unfolds in front of the camera, have become a staple of online and social media culture. This honest approach to storytelling connects with modern consumers who crave authenticity, with 97% of British audiences saying that authentic images and videos are key in establishing trust.

This simple, yet effective, format has captured millions, but GRWM videos isn’t just limited to beauty tutorials. Small and medium sized businesses (SMBs) can also tap into the GRWM formula in creative ways to engage with younger consumers.

If you’re a business owner, consider showing what a typical day looks like for you and your team in a GRWM format. This could be through a ‘Get Ready for Work’ or ‘Behind The Scenes’ (BTS) of your business day. Draw attention to the unique aspects of your brand – show the step-by-step process of how you built and created it. Also consider how you can take viewers with you on your entrepreneurial journey, for example, by filming a brainstorming session for a new project. If you are selling a product or service, you can integrate them into your routine videos without making it feel like a hard sell to viewers.

When creating video content, focus on authenticity and direct connection with natural body language. Making eye contact with the camera will create a connection with the viewer and make them feel like they’re having a conversation with a friend.

Let your brand personality shine 

iStock’s research shows just how important it is for content creators to get their brand voice right when it comes to telling their story on YouTube.

When British social media users are asked about the biggest value they get from video-first platforms, a significant percentage state that it’s entertaining. The response is even starker for younger generations, with 47% of Millennials and 44% of Gen Z valuing social media for its entertainment value, compared to just 25% of Boomers.

People love seeing the human side of a business and are more likely to engage with videos that provide positive, upbeat entertainment. Let your audience understand why your brand exists, whether it’s solving an issue or fulfilling a need. Telling a story about your mission should be front and centre in your videos. If you brand persona is fun and casual, think about playful ways to introduce viewers to the employees behind the business, and feature real customers talking about how your brand has impacted their lives.

If your business is providing a premium product or service, think about creating videos that focus on the craftsmanship and attention to detail in a visually stunning way. Emphasise the care and quality that goes into making them.

Tailor your messaging

With 44% of UK users on YouTube aged between 25-44, there is an opportunity for small businesses across all sectors to create unique video content that targets younger audiences on the platform – especially in sectors like healthcare and retail which have been slower to adopt video.

However, VisualGPS shows that the type of content that most engages viewers will differ based on the industry your business operates in.

For example, if you are a small-scale travel company or boutique hotel, British tourists are eager to book their holidays with a brand that can offer a break from their daily lives, as 92% believe that travel is a good way to escape routine. Striking, immersive videos of fun destinations or hotel experiences will resonate the most with travellers and will drive them to planning a getaway.

In the health and wellness sector, 81% of British consumers prefer seeing real images and videos of people taking proactive steps to improve their health, over visuals that depict an aspirational view of wellness. 

Creating videos that show your brand as relatable, authentic and highlight personal stories will go a long way in standing out on YouTube. It can help boost brand visibility, connect with your audience on a personal level, and showcase your service in an engaging way. Video is a powerful tool in building trust and driving customer engagement, all the while offering a cost-effective method to reach a wide audience.

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