- 71% of Gen Z and Millennials enjoy short-form videos on social media.
- 98% of viewers value authenticity in visual content.
- 50% of Gen Z and 45% of Millennials use video-first platforms for entertainment.
iStock has unveiled new insights into video content consumption trends among Gen Z and Millennials, emphasizing strategies for small and medium-sized businesses (SMBs) to effectively connect with younger audiences. Research from their VisualGPS platform highlights a notable preference for authentic and relatable video formats.
According to the findings, a significant 71% of Gen Z and Millennials appreciate short-form videos on social media, while 41% find inspiration in long-form content. The data underlines the importance of authenticity, with 98% of viewers valuing genuine representation in visual content. Formats like "Get Ready With Me" (GRWM) and behind-the-scenes (BTS) videos particularly resonate with younger audiences.
Video-first platforms continue to be a primary source of entertainment for these demographics, with 50% of Gen Z and 45% of Millennials engaging with them, compared to 36% of Boomers. SMBs are encouraged to leverage their brand personality through video to resonate with this audience. Whether through light-hearted, fun content or sleek, premium offerings, videos can help illustrate not just what a business does, but who they are.
Industry-specific insights suggest varied approaches for impactful storytelling. In travel and hospitality, 91% of individuals see travel as a break from routine, indicating the power of immersive videos. In health and wellness, 81% prefer content featuring real individuals improving their well-being, and in retail, 72% favor videos for product demonstrations, including unboxings and tutorials.
iStock advises that with a combination of user-generated content, smartphone footage, and high-quality stock videos, creating compelling visual marketing is more accessible than ever. This strategy can enhance credibility, foster customer relationships, and spur business growth. Visit iStock for premium content suitable for all visual marketing strategies.
