Generation Z thinks digitally
Gen Z is the first generation to grow up with smartphones in their hands, a connection to high-speed internet and constant access to digital technology. This makes them different from millennials, who were the first to enter the online world.
Who is Generation X, Y, Z?
Generations X, Y and Z are used categories to divide different age groups, each of which has not only its own specific characteristics, but more importantly, a unique historical context.
These generations differ in their opinions, values, preferences and the life experiences that have shaped them.
- Generation X includes people born roughly between 1965 and 1980.
- Generation Y, also known as Millennials, includes people born roughly between 1981 and 1996.
- Generation Z, also referred to as Gen Z, includes people born roughly between 1997 and 2012.
The group that we are focusing on here is Generation Z. It is the first generation that grew up with the constant availability of digital technology and the Internet. As a result, members of Gen Z are tech-savvy, flexible and adaptable to rapid technological change.
Generation Z is known for its diversity and inclusiveness. These people have grown up in the age of social media and digital communication, which affects their behaviour, slang, values and preferences.
The buying behavior of Generation Z
Gen Z’s most favoured tool for online shopping is social media, where they tend to source their information about products and brands. An important factor when it comes to purchasing is speed and convenience, which means that they find e-commerce platforms that offer a simple and fast purchase process particularly attractive.
YouTube, TikTok, Instagram or Facebook?
The most popular formats include video content, especially on platforms such as YouTube, TikTok and Instagram. Facebook is more suited to millennials.
Gen Z consumes content in a variety of ways, preferring formats that are interactive, visually appealing, and most importantly, short (with the exception of ASMR videos).
What is ASMR and why is it popular among Gen Z?
A popular format among Gen Z members is ASMR (Autonomous Sensory Meridian Response), often also referred to as “brain orgasm”.
The acronym ASMR is used to describe a phenomenon in which certain sounds and visual stimuli induce pleasant feelings and relaxation in people. ASMR videos often contain sounds such as whispering, scratching, knocking, tapping on skin, or a gentle hum.
It consists of soothing sensations, so-called tingles , that people experience after being exposed to specific images, sounds or even fabrics.
However, there is a certain group of the population that finds these sounds unpleasant and they deem listening to these videos as distracting.
ASMR videos dominate YouTube
These sensory videos are extremely popular on the YouTube platform, where many content creators (also known as ASMRtists) create a wide variety of videos designed to help viewers relax, fall asleep, or relieve stress.
This form of content is attractive to Gen Z because it combines their love of visual and audio content with their need to relax and escape from everyday stress.
Although we may not necessarily consider this type of video to be interesting, the numbers prove otherwise. In 2021, when the trend started, it received around 65 billion views on YouTube.
- 69% of the Gen Z population said they return to creators and content that comfort them.
- 82% of Gen Z consumers have used a YouTube channel to watch content that makes them feel nostalgic.
Think of it as the YouTube equivalent of re-watching your favourite TV show or movie when you’re feeling down.
Gen Z repeatedly follows their favorite creators during their daily activities, in which the creator reads, cleans or cooks, often with a background of soothing music.
In addition to regular videos, you can also find content with pets on the platforms – such as cats purring or dogs eating.
Increasingly popular ASMR content
Interestingly, these videos have been around for many years and are still among the most watched formats. Other popular forms of soothing content include films about faraway destinations and the natural world.
These videos can last more than 10 hours and are often accompanied by meditative music. They are mostly live broadcasts.
How the pandemic boosted ASMR videos
Gen Z has grown up in the midst of an ongoing pandemic. They are all too familiar with tension and anxiety. We thus get a glimpse of a young generation which copes with stress by watching soothing online videos.
They consider YouTube to be a space where all they need to do is press “play”, allowing them to relax for a few minutes or hours.
Top tip: Generation Z brings new challenges and opportunities for brands and content creators. Their technical prowess, emphasis on values and inclusivity, and preference for fast and visually appealing formats are changing the ways we consume and interact with content and products.
Brands that can adapt and create authentic and responsible offerings will have more success with Gen Z.
Push the boundaries of social media advertising
Generation Z brings a breath of fresh air to the world of social media. These young talents understand what their audience wants and use platforms like YouTube and TikTok to effectively spread their content.
If you want to be part of this revolution and take full advantage of creative formats to increase your reach and conversions, we are here to help. We will help you create effective advertising campaigns that will reach your customers.
