What I hate: I hate old-fashioned and low-resolution videos. I dislike it when I come across local brands still using outdated styles and low-resolution videos. I understand that they may have budget limitations that prevent them from creating better videos. However, in my opinion, investing in high-quality videos in this TikTok-dominated era is worthwhile. If the video is good, it will undoubtedly have a positive impact on a brand. What I love: I love it when there's video content from brands that are funny. Showcasing a sense of humor, even if it's subtle, rather than just hard-selling their products. These videos are usually created in a live-action video, featuring actors who can deliver funny performances. Or, it can be animated videos with a script and voice-over that are genuinely humorous.
What I love about online video content from brands is authenticity and relatability. When brands ditch the polished façade and show real, unfiltered moments, it resonates. Whether it's behind-the-scenes looks, genuine testimonials, or addressing world issues – authenticity is magnetic. Creative, short-form content like TikTok videos that incorporate humor or trending challenges? Those get a double tap! Now, what grates on my nerves? Overproduction and blatant sales pushes. Videos that feel like a rehearsed infomercial or lack genuine emotion can come off as disingenuous. Gen-Z values real connection over curated perfection. In essence, be real with us. Show the heart behind the brand, the people, the goof-ups, and the triumphs. That's what strikes a chord!
As a Gen Z consumer, what grabs my attention with branded video is authenticity and creativity. I appreciate when brands showcase real employees and customers, not overly polished, generic stock footage. Seeing the human side connects better. But avoid trying too hard to be "how do you do, fellow kids?" Stick to your brand voice versus chasing viral gimmicks. I also enjoy unique formats like live streams that feel more genuine. However, I dislike disruptive ads or influencers who just shill products. Ultimately it's about balance - deliver value, humor and quality production without aggressive selling. Brands that inform and entertain in a respectful way will earn my loyalty much more than those just chasing clicks and conversions.
Love: Authenticity: I love when brands create content that feels genuine and real. It makes me feel like they care about their audience and are not just trying to sell something. Humor: Videos that make me laugh always catch my attention. It shows that the brand has a sense of humor and isn't afraid to be playful. Creativity: I appreciate when brands think outside the box and come up with unique and creative video ideas. It keeps me interested and engaged. Hate: Clickbait: Nothing turns me off more than clickbait videos. They feel disingenuous and often don't deliver on what they promised. Overly Promotional: I understand that brands need to promote their products, but when the entire video feels like an advertisement, it can be a turnoff. It's important for brands to find a balance between promoting their products and providing valuable content.
I recognize the necessity of catering to this demographic. Generation Z values authenticity and relatability in online video content from businesses. They value authentic, non-overly scripted content that correlates with their values. Educative content and insights behind the scenes of the brand's operations tend to resonate strongly. However, they detest content that is overly promotional or sales-oriented. Generation Z values authenticity and dislikes insincere or demanding content. They are also adept at detecting inauthenticity. My practice aims to produce video content that educates and informs about dental health while maintaining service transparency. We endeavor to connect with Gen-Z and other generations by delivering content that is valuable, relatable, and trustworthy.
As a Gen-Z representative and an active user of social media, I see what brands do when they solely concentrate on creating 'Gen-Z' content. The recent example that comes to mind is the advertisement of a new instax camera which, in my opinion, is useless but the video content they made gave me a 'Diary of a Wimpy Kid' vibe. Not going to lie, I liked that promo. The good, old school days reference awoken some warm emotions in me.
For Gen-Z, the online content from brands plays a vital role. It not only enlightens you but also introduces you to a wide range of brands, you otherwise would not be familiar with. These adverts save a lot of your time by providing you with an excellent overview of various characteristics of their items in just a brief period of time, along with providing you with some fantastic deals and offers. The use of AI ensures that online platforms only serve you videos and content via brands that will be of interest, which saves you time searching the internet for them. There are always pros and cons of everything. Some web commercials may mislead you by giving you inaccurate information. Some stuff may not be of interest and can waste your time while also detracting you from your work or the content you are watching. My perspective is that these internet campaigns have become an important part of today’s life, but your judgment also matters in terms of what information is pertinent to you.
Gen-Z appreciates brands that offer behind-the-scenes access in their online video content. It provides a unique and authentic experience, fostering a stronger connection. By showcasing the efforts, creativity, and dedication behind the scenes, brands can resonate with Gen-Z's desire for transparency. For example, a clothing brand can create a video showcasing their design process, from ideation to the final product. This allows Gen-Z to see the brand's authenticity and craftsmanship, making them feel connected and valued.
Gen-Z resonates with online video content from brands that showcase the human side of their business through behind-the-scenes footage. This approach creates a stronger connection with Gen-Z, as it fosters authenticity and transparency. By allowing Gen-Z to peek behind the curtain, brands can make them feel more engaged and invested in their story. For example, a clothing brand could create a video showing the design process, featuring interviews with the creative team, and highlighting the craftsmanship involved. This creates a sense of connection and appreciation for the brand's values and attention to detail. By recognizing the nuanced subtleties of Gen-Z's desire for authenticity, brands can build trust and loyalty.
Gen-Z appreciates online video content that meets their high production quality expectations. Brands that invest in top-notch visuals and professional execution can stand out and leave a lasting impression. By delivering visually appealing content, brands can capture Gen-Z's attention and resonate more deeply. For example, a cosmetics brand could create instructional makeup videos with stunning cinematography and flawless editing. The high production quality enhances the overall viewing experience, making it more enjoyable and memorable for Gen-Z. By not overlooking the impact of high production quality, brands can differentiate themselves and connect with Gen-Z viewers on a visual level.
As a member of Gen-Z, I love that the abundance of online video content from brands offers more options to choose from. Seeing different perspectives and creative takes on topics is refreshing and can often inform one’s own ideas. It also serves as a great platform for discovering new voices within communities, with some content highlighting rising influencers or people who use their platforms to bring awareness to important causes.