Why do short-form videos attract Gen Z consumers? (2024)

FAQs

Why do short-form videos attract Gen Z consumers? ›

Short-form videos offer bite-sized pieces of information that can be quickly consumed and shared, making them an ideal medium for Gen Z. Authenticity: Gen Z is a generation that values authenticity and transparency.

Gen Z has largely moved away from the idea that everything they post needs to be picture-perfect. Authentic, relatable, and personal — that's the kind of content they enjoy, with video being the easiest way to express that. This is great news for brands who want to reach Gen Z.

With attention spans shorter than ever, content that is quick to engage and easy to digest is more likely to capture and retain viewer interest. Short-form videos cater to this by delivering content in bite-sized pieces, making it easier for users to consume, enjoy and share.

Short videos fit perfectly into this window, allowing viewers to absorb content without wasting time or concentration. Short videos provide instant gratification, much like snacks for hunger. The constant influx of fresh, bite-sized content triggers dopamine releases, giving an addictive shot of satisfaction.

For Gen Z more so than Millennials, TikTok enhances socializing by creating opportunities for group activities like dance challenges and trends. It is almost like an extension of themselves, a virtual personality, a platform for self-expression, and a creative outlet.

Gen Z is all about gaming, showing higher engagement rates compared with previous generations. This generation's media habits reflect a clear shift toward digital experiences and interactive content.

They are more inclined to fast-forward through and only watch their favorite scenes or the most well-liked episodes. They prefer short-form videos and they are more prone to multitask while watching, often switching between different devices and screens at the same time.

As to why Gen Z likes to turn on text while watching their shows, part of it, according to Wilson Chapman at IndieWire, is that people in that generation grew up watching videos on social media, where subtitles are the algorithmically encouraged default.

Businesses increasingly turn to short-form video as a social media marketing strategy, with a notable trend towards creating shorter, more concise content. Shorter videos align with the limited attention spans of viewers, making them more likely to engage with and share the content.

Viral potential

Short-form video has a high potential to go viral due to its shareability. People are more likely to share a video if it's short and catchy, as it takes less time and effort to watch and share. This can help a video reach a wider audience and gain traction quickly.

What is the benefit of short form content? ›

Higher Engagement

Short form videos grab viewers' attention swiftly, resulting in heightened engagement rates. Their concise nature encourages people to watch the entire video. It leads to more interactions, comments, and shares.

Enter videos

Video content is the perfect format for Gen Zers because: It is highly engaging and can be consumed quickly on the go. Platforms like Instagram and TikTok are extremely popular with this demographic, and video content suits these platforms well.

Gen Z's standout priorities for 2024 are centered around self-enrichment: things like starting new jobs, learning new skills, reading more, or finding love.

Gen Z has been exposed to digital advertising their entire lives. Scanning, sifting, and sorting information quickly is second nature. If brands don't grab Gen Z's attention within an 8-second window, you've lost - they've already scrolled on.

Gen Z is looking for content that's not just visually appealing but also engaging and useful. They're a generation that's constantly learning and discovering, and they want content that speaks their language.

50 Millennial and Gen Z Acronyms You Need to Know in 2024. Your kids (or grandkids), co-workers, or (eep) young bosses are texting you with some foreign-looking words like IDK (I don't know) and IYKYK (if you know you know) or Slacking you with terms like “sus” and “mid” (read on).

As to why Gen Z likes to turn on text while watching their shows, part of it, according to Wilson Chapman at IndieWire, is that people in that generation grew up watching videos on social media, where subtitles are the algorithmically encouraged default.