Are you a business with an offering meant for Gen Z (born between 1996 and 2012)?
Then, we welcome you to the world of 10-second ads.
Yes! In today’s dizzyingly fast-paced world of Gen Z ads, those lightning-fast 10 seconds of your ad can make or break your brand story.
That’s because the attention span has become shorter. In the case of Gen Z, it has shrunk even further! Not to forget the social media feed that remains flooded with content, making it even more challenging for businesses to outshine their peers.
Now, as Gen Z continues to become a stronger and more influential target audience, you cannot help but adapt to what it wants.
So now, how do you create ads that win Gen Z’s attention in 10 seconds or even less?
That’s a golden question, isn’t it?
As an advertising agency in Pune involved in designing creatively strategic content, we’ve created some guidelines that can help businesses create compelling Gen Z content.
Why Does Targeting Gen Z Matter So Much?
Usually, many businesses underestimate the power of Gen Z due to its age and various other factors, including experience. However, over the years, particularly after the advent of technology, this generation has emerged as a prominent consumer base. But what really makes them one? Here are some mind-boggling facts and figures that support it.
- Gen Z has multi-billion spending power (and this is just the beginning)
- The generation makes up for 30-35% of the global population!
- It has grown up swiping, not clicking. Instant, visual, and mobile-first is a language (and attitude) they naturally speak and live.
- From memes to movements, Gen Z is the new trendsetter across every space.
- The generation is a value-driven one. It values quality, along with morals and sustainability. Therefore, you can also say it is more demanding in every respect.
- It doesn’t tolerate boring content. You have less than eight seconds to win its heart. Or else, you are scrolled up! So, every frame and second counts.
So, now that you know why Gen Z must be one of your focus audiences, here’s how you can drive better and more engaging content for this new generation brimming with zeal.
7 Ways You Can Own the 10-Second Gen Z Spotlight!
From a dashing beginning to being real, here’s how you can grab Gen Z’s attention and retain it to engage with it more meaningfully.
- Start Strong. Start Weird. Open with a Bang!
While each second matters, the first two are decisive. So, open with motion, emotion, or mystery. Gen Z is natural at swiping quickly. Therefore, those first two seconds must be compelling enough to stop the thumb from moving upwards. You can also begin with an introspective question, something humorous, a spectacular visual, or an unexpected action that drives attention and creates a hook.
You can choose what suits your brand story. However, ensure the beginning is solid and gripping. Consider the first two seconds as your first and last chance to show your content to a particular Gen Z user. That’s because once they scroll down, they will rarely return to see your content.
- Show, Don’t Just Tell
Visual form is the best form of content to connect with the Gen Z audience. It is because this generation trusts what it sees rather than reading something or listening to it. So, instead of describing your product’s benefits, show them the outcome, instantly.
Imagine an influencer advertising a beauty product for Gen Z girls. The first two seconds usually show the outcome, then come the product details, its application, and then the final outcome, which stays on the screen for a second or two more.
- Leverage Native Platform Filters
Gen Z loves to see great things on screen. So, you must also use a platform’s native filter. For example, Instagram’s Clarendon helps you achieve vibrance and crispness. Gingham, on the other hand, creates the vintage look. You can use these and many other tools to make your content even more visually appealing. However, remember, while Gen Z adores beautiful visuals, it is smart enough to spot fabricated ones. Therefore, ensure you stay natural and avoid overdoing filters.
- Speak Their Language
Gen Z has its unique language that comprises short forms, slang, and many words with unusual meanings – something which you might not even think of otherwise. Now, this may appear slightly different. But that’s how it is. For instance, the word rizz. Now, what, according to you, would that mean? It stands for charisma or skill in flirting. On the other hand, you have cheugy, which means outdated or basic.
As a brand, you must use the language that Gen Z uses. And it isn’t just about words. It also includes using memes, trending sounds, etc., while keeping everything real. Gen Z, as stated earlier, is a bunch of digitally smart people who can differentiate between virtual, real, and artificial content.
- Keep it Short and Punchy!
Gen Z abhors lengthy content. Their short attention span demands shorter content that doesn’t exceed a particular length. Therefore, you must have brief overlays and content that’s easily readable. Let your content say something that keeps your audience hooked to your content, and see every bit of it. Besides, while creating content, you must be current and include what’s trending. For Gen Z, things turn old very quickly. Something just as ten days old would be considered ancient! Therefore, try to use as many of the trending aspects relevantly to create the punch.
A creative advertising agency in Pune can help you catch the pulse of Gen Z and trends strategically to optimize the content impact.
- Avoid Selling
Gen Z hates typical salesy content. Therefore, its users wouldn’t think twice before discarding your content. Some might even block it!
Accordingly, you must skip the sales pitch. Instead, you should focus on storytelling, demonstrating how your product fits the Gen Z lifestyle or solves its problems.
Of course, the objective is to sell the product and the world, including the latest generation, knows it. But this is where selling without being salesy will come into play.
Your Gen Z users want to love your content, engage with it, and possibly, even buy your product. Give them a reason to do all of it with your content!
- Feature Real People (And Not Just Influencers!)
These days, imperfect is perfect. Flawed is fabulous! Therefore, you must not always rely on influencers and create polished, neat, and professional content. Instead, five out of ten times, you can feature real, untrained people who look crude, yet authentic, and express their views honestly. The more real you look, the closer you drive Gen Z to you. For example, you can use a 20-year-old speaking about your product, albeit imperfectly. Watching such content will prove to be a more authentic experience for your audiences.
Want to Create Stellar Gen Z Content for Your Brand?
Partner with Prajapati Advertising! We are an advertising agency in Pune with over a decade of experience in the advertising domain (physical and digital).
At Prajapati, we are a team of strategic experts and creative ninjas (including Gen Z) with versatile experience, target audience understanding, and diverse domain expertise.
Our reputation includes transforming many businesses into brands popular amongst multiple target audiences, including the younger ones.
So, if you also want to be next and create a lasting impression on your Gen Z audiences, you’ve got us. Call us at +91 99 22 138 138 to schedule an appointment with our experts.