Growing up during a time of rapid changes in technology and society, members of Generation Z—defined as those born between 1995 and 2010—have characteristics unlike any other generation. Even the oldest of these ‘digital-ites’ have been deeply connected to digital technology as a practical aspect of everyday life for as long as they can remember.
Still, while Gen Zers’ connection with digital technology makes them comfortable and familiar with a range of digital platforms, marketers sometimes wonder how best to engage this generation. As client insights, entertainment lead at Meta, I spend my time learning about the challenges that entertainment marketers face as they look to reach a generation with a plethora of choices for digital entertainment.
According to YPulse’s 2022 Behavioral Report North America, Media Consumption Monitor, fewer Gen Zers are paying for video streaming subscriptions and 60% of Gen Z and Millennials surveyed say they have decision fatigue around what to watch on these services. This data suggests that entertainment brands have much to gain from speaking to Gen Z’s motivators as they explore entertainment that’s right for them. After reviewing extensive research into what drives a generation born on digital, it boils down to four key aspects of Gen Z that entertainment brands looking to engage them should understand.
1. They are a generation of creators
More than any generation before them, Gen Zers are creators themselves. They see themselves as trendsetters and want to influence those around them, with 68% of respondents aged 18 through 24 surveyed in a 2020 Meta-commissioned study saying they want to be the first person they know to try something new. And 56% of 18 to 24-year-olds surveyed in the same study said they decided to shop for a specific product category to keep up with trends and the latest products.
What you can do: To empower Gen Zers to serve this role and inspire their communities, keep them in the know on the latest trends related to your brand. Give them the space they need to express themselves and be heard, encouraging them to use formats like Reels and Stories and interactive elements like AR filters to share their thoughts on a new show or movie, for example.
2. Gen Zers identify with communities around niche interests and fandoms
Gen Zers are more likely than Millennials to find themselves connecting with others in niche online communities. Unlike in-person communities, like in the workplace or through organized religion, these communities are global and digital. In fact, when asked with whom they feel they have the most in common other than real-life friends and family, 13- to 20-year-olds surveyed in a 2021 YPulse study were 1.6 times as likely as 21- to 39-year-olds to select video game communities and twice as likely to select fandom groups.
Creating fandom spaces is an opportunity for entertainment brands to spark and sustain lasting relationships with customers, bridging the gap between seasons or game releases and keeping a show or title top of mind.
What you can do: Create fan-focused spaces in Facebook Groups. Connect customers to other products and experiences recommended by their communities related to movie or TV franchises, sports, games and more.
3. Brands are Gen Zers’ friends (so they should act the part)
Gen Zers are seeking a personal connection and relationship with brands, especially as their choices for how to spend their digital leisure time expand. In a 2020 Facebook-commissioned study conducted by GfK, 18- to 24-year-olds surveyed were 1.9 times more likely than older respondents to feel like they have a personal connection with a brand if they have similar beliefs, values and personality to that brand.
Essentially, Gen Zers are expecting brands to be like friends when they interact with them on social media, where they are already interacting with the people they know. When entertainment brands personalize interactions with Gen Z, they open up opportunities for discovery and long-lasting customer relationships. According to two recent Meta-commissioned surveys by Kantar Profiles, Gen Zers surveyed were 1.3 times more likely to discover TV shows and 1.1 times more likely to discover content on streaming services using Meta technologies compared to people 25 and over that use those platforms.
What you can do: Friends understand each other’s wants and needs, so learn what matters to your customers. Most Gen Zers don’t know a time when they weren’t fed recommendations based on their interests by brands, music streaming services, video streaming services and social media platforms. Leveraging personalized ads and collecting the right signals to test and learn about Gen Z customers’ entertainment and content preferences is essential to standing out in this sea of choices.
4. Social justice is a core part of their identity
You can’t talk about Gen Z without talking about social justice, a topic that 18- to 24-year-olds mention on Instagram 3.6 times more than the average conversation topic for their age group, according to 2021 Instagram internal data. The 18- to 24-year-olds were more likely to use hashtags like #womensrights, #speakout and #mentalhealthmatters on Facebook compared to people over age 25, according to 2021 internal data. This is something to keep an eye on, and we expect to see this trend grow as Gen Zers hold brands accountable to speak up.
What you can do: Instead of just turning on social justice creative and messaging after a relevant news event or during an awareness month, consider keeping Gen Z engaged with an “always-on” social justice strategy.
Think digital, be authentic
While some entertainment marketers find it a challenge to engage Gen Zers, many of this cohort’s core motivators and interests are well aligned with what entertainment brands can offer. Born on digital and driven to create digital communities, be real and speak out, Gen Zers are looking for entertainment brands to help them navigate the many ways they can spend their time and make a difference in the digital universe.
To hear more about how entertainment brands can engage this dynamic generation, check out a podcast interview I did recently with Omar Zayat, who is head of industry, entertainment at Meta, that digs deeper into current trends and ways that brands can creatively build relationships and communities with Gen Z.
