Gen Z Wants Personal Relevance
Graphic: MorningBird Media, Springfield, MA
Want to Vibe with Gen Z? After gathering data from 10 countries and analyzing hundreds of trends, Global Director of Culture & Trends of YouTube, Kevin Allocca, reports that 65% of Gen Z agree that personally relevant content is more important than the content that's gone viral and is popularly talked about. After analyzing these trends, YouTube discerned three core types that emerged as the most relevant:
Community Creativity
Do you have a niche topic? These communities are built by showing niche passions and creating conversations online to engage a new larger audience. This has proved to create strong groups of people that can share a passion with people all over the world.
Multi-Format Creativity
Creators who make long-form videos are moving into the short-form game and vice versa. Expanding your content formats can be a great way to diversify your strategy. If you have 20-min long videos, consider adding 1-min long clips to your content schedule by pulling the key highlights out and leave your viewers wanting more! Creating engaging content to inform or entertain will not only help you remain in front of your current audience, but even reach new audiences.
Responsive Creativity
There is a great need for creators who provide content for emotional needs. This topic has sky-rocketed on YouTube. Data discovers that more and more users are looking to YouTube for soothing content. ASMR and "Vibe" content are also constant keyword searches, with 83% of Gen Z searching these videos to help relax.
Narrowing down your audience and what kind of content is up their alley will help you maximize each post you put out into the social sphere.
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