Generation Z uses social video as not only a way to pass time but a way to stay connected to family and friends. By understanding this, you may better understand why social video is such a vital part of your video marketing campaign, and whether or not your audience will react well to social video.

Who’s watching social videos?

According to a study done by Defy, 13-24-year-olds were watching YouTube more than TV. These people were able to identify better with YouTube stars than celebrities on television. Video is now actually going beyond entertainment. Instead, it is educating today’s young adults, acting as a stress reliever, and keeps young people connected with their peers. Interestingly, 85% of young adults watch video via YouTube.

Young people and video consumption

Think of your video marketing campaign along with the videos you plan to produce and read these facts about how much video young people consume. Ask yourself if you’re putting out enough video and it you’re using the right platforms:

  • The average young person consumes 12.1 hours of free digital video per week. 
  • Many young people consume an additional 8.8 hours of subscription digital video.
  • Young people watch about 8.2 hours of television per week. However, there are fewer 13-24-year-olds watching TV compared to digital video.

Considering how young people are watching videos, this validates that a video marketing campaign is an excellent way to get your brand’s message out, especially to Generation Z. 

The videos that Generation Z is watching excludes any video made by family or friends. This is because Generation Z is watching digital stars or people they don’t necessarily know personally.

Are you utilizing social video to the best of your ability?

Create social videos that become a reliable source for Generation Z. The philosophy behind this is that young people look up to digital celebrities and understand how advertising can help their content. If you can make your content appealing and trustworthy to youth, then you can get a loyal “fanbase” or audience.

About 62% of youth can’t live without YouTube, 52% can’t live without Netflix, and 48% can’t live without social media. Consider these platforms and how effective they can be in your video marketing campaign in reaching out to both Generation Z and other generations.

 

Read more about YouTube and how it will help you in your video marketing campaign in our book, “The Video Marketing Roadmap.”