By Jay Bemis | Advertising Systems Inc.
On a recent episode of “Master Chef: Generations,” chef Aarón Sánchez described Generation Z as an age “born with phones in your hands.”
Indeed, members of Gen Z — generally defined as those born between 1997 and 2012 — were born in the earlier stages of the internet and have seen such technical advances as the iPhone, introduced in 2007. But they also have seen the rising popularity of social media channels, chief among them YouTube and its video content (circa 2005).
Gen Z’s appetite for watching video is perhaps why it’s the most monitored generation for companies whose marketers employ video marketing strategies.
Yes, other generations watch video, too: This year, 78.3% of people in the United States will be digital video viewers, splitting their time between streaming platforms and social video, the experts at eMarketer predict. They say that because of this split viewership, “marketers need to understand how to reach viewers in both places.”
Here are five ways, eMarketer says, that companies and marketers can tweak their video marketing strategies to reach viewers in both the streaming and social video worlds perhaps a little better:
1) Focusing on both social video and connected TV (CTV)
Seventy percent of US agency/marketing professionals consider social video a “must-buy,” and 69% consider CTV a “must-buy,” eMarketer says, pointing to a recent Interactive Advertising Bureau study. That puts both social video and CTV well ahead of the third and most favored “must buys” in that study, national broadcast/cable (46% of respondents) and local broadcast/cable (34%).
Suggests eMarketer: “Since marketers need digital video strategies for both (social and CTV) formats, work with creators and your own social media team to create content and ads for TikTok, Instagram and YouTube. Also, make sure to buy ads on CTV platforms since consumers are in both places.”
2) Allocating your budget correctly
Reports eMarketer: “Ad spend is moving from linear and non-video digital ads to CTV, according to the IAB and Advertiser Perceptions. Our forecasts show a similar trend, as US TV ad spend declines and US CTV ad spend increases.
“This year’s ad spend patterns are somewhat unusual because it’s an election year, but in 2025, US TV ad spend will decline by 13.3% while US CTV ad spend will increase, also by 13.3%.”
3) Realizing that time spent watching social video is plateauing, but the kind of content is changing
The share of time US social users spend watching videos will reach 58.2% this year, according to another recent eMarketer forecast, “but growth is slowing.”
“At the same time, US social network video ad spend will grow by 24.6%, per our March 2024 forecast.
“The rapid growth in ad spend combined with the slower growth in watch time will incentivize platforms to push longer videos because they are easier to monetize.”
To create those longer videos, marketers may want to consider pre-, mid- and post-roll ads, which will be features of longer social video, eMarketer says, or “be prepared to create longer social videos or work with creators who are doing so, rather than relying on 30-second posts.”
4) Being thoughtful about the use of artificial intelligence
Citing a study last year from Atomik Research and Idomoo, eMarketer says more than half (58%) of US and UK adults don’t trust AI-generated video. But a majority (59%) of CMOs and executives worldwide say their companies are using AI for image and video generation, per another cited study, this one from Capgemini.
“A distrust of AI doesn’t mean marketers should avoid using it for video generation, but they do need to ensure any generative AI use doesn’t creep out consumers,” eMarketer says.
“Disclosing AI use and using it on more technical video features, like providing captions, are two ways marketers can ensure AI use doesn’t hurt consumer perceptions.”
5) Being aware that Gen Z is not just on TikTok
YouTube is used by 89.3% of US Gen Zers, and Instagram is used by 72.5%, putting both platforms ahead of TikTok’s 71.2% penetration, according to an eMarketer forecast that was released just last month.
“That means even if a potential TikTok ban doesn’t take place,” eMarketer says, “marketers should use native content, creators and ads on YouTube and Instagram to reach Gen Z.”
