Marketing To Generation Z? New Studies Prove YouTube Is Key

As those born between the years of 1995-2012 quickly become the fastest growing consumer age group in America, plenty of businesses are left wondering about how, exactly, marketing to Generation Z works. The answer is in the studies, of course. Branded content still reigns supreme in the realm of online marketing, and for good reason: when done right, it comes across as authentic, trustworthy and engaging. Branded video content marketing, to be specific, is particularly popular when marketing to Generation Z. Consider this infographic recently published by Influenster. The study focused on women, specifically, and their interaction with branded content. 89 percent of Generation Z women polled said they enjoy content created by brands, with a whopping 71 percent saying they enjoy interacting with said content on YouTube.

Marketing To Generation Z: 3 Tips For Success

If your business is looking for a youth-focused marketing strategy, it should be obvious at this point that video is a non-negotiable. Branded video marketing is the future of online advertising — at least for now.

1. Reach Out To Gen Z Influencers

Consumers trust people they relate to, and the youth is no exception. Again, Generation Z is defined as those born between 1995 and 2012, so there should be no shortage of sponsorship opportunities to explore. After all, what teenager doesn’t have social media? According to Global Web Index, 95 percent of Gen Z’ers visit YouTube every month. This means the Google-owned video hosting site is a necessity to any youth-driven marketing campaign. Look to influencers like Jake Paul’s Team 10 and Zendaya but also micro-influencers (FullTimeKid, EthanGamerTV) who serve a more specific niche industry.

2. Focus On Engaging Video Content

Sponsoring an Instagram post of a flat-lay can work, especially in industries like fashion, but we’d recommend marketing to Generation Z in a more engaging way: through interesting branded video content. The key here is to work with your influencer and let them call the shots. It may seem silly to let a 16-year-old tell a corporation what to do, but remember that they know their following much better than you do. If something seems out of place, they’ll look like they’re shilling out and their brand will suffer.

3. Be Shareable

A study by Fullscreen found that Generation Z is more likely than millennials to view branded photos, like or share branded content, read product reviews, and tag friends in branded content. While that seems inherently promising, you have to remember that the primary factor in people sharing your content is, well, share-ability. Will a 13-year-old send their friend a 12 minute video of an YouTuber discussing your product and its benefits? Maybe. Will a 13-year-old tag their BFF in a slime video that uses your product as a mold? For sure. It’s easy to write off Generation Z as undeveloped, but it’s a bad strategy. Generation Z is set to become the largest spending cohort in America, just as millennials have dominated spending the last decade. We’ve written about millennials and video marketing before, but Gen Z’s dedication to video blows Gen Y out of the water. Still not convinced? How about this story: a 23-year-old making slime videos just retired her parents and bought a 6 bedroom home. If you’re ignoring that ad potential, you’re already two steps behind.