It’s 2025, and you’ll’t scroll by 10 Reels or Shorts with out recognizing a product plug — however would you even discover? As we speak’s content material is so seamless, it’s usually laborious to inform what’s an advert and what’s only a vibe. All of it appears to be an ideal mix of storytelling, authenticity and developments.
Take the film Like Mike, for instance. Millennials bear in mind it as a feel-good film, but it surely additionally had children racing out to purchase Nike Blazer Mids — as a result of who didn’t need to be like Mike?
Quick ahead to now, and the best way we uncover merchandise and communities has fully modified. Your mindset ought to, too — and it begins with realizing your viewers.
You see, Gen Z needs authenticity, enjoyable, and content material that doesn’t scream “advert.” If it feels compelled, they’ll scroll in seconds — actually, the primary three seconds matter (Jagreff, 2024). After years of testing what sticks, I feel I’ve lastly cracked the code for short-form content material that clicks with Gen Z. Let’s dive into what works — and why.
I just lately filmed a 40-second vertical video for Instagram, YouTube, and TikTok of my spouse and me having a blast with the Yaber T2 Moveable Projector.
It wasn’t an infomercial; it was a vibe. To make it pop, I layered in a trending audio monitor and used the caption “nearly forgot that is the entire level” — a phrase from a well-liked TikTok/IG development the place individuals share healthful moments and understand, oh proper, that is what life’s about! (Butler, 2025). This development was all about appreciating life’s little joys. Through the use of that acquainted format, my video instantly felt in sync with what Gen Z was seeing of their feeds that week. No blatant “purchase this projector!” pitch — only a enjoyable snippet of my life that subtly confirmed off the product in motion.
Crucially, I made the content material really feel natural. It appeared like an informal story from a buddy, not an advert. I even included the “nearly forgot…complete level” textual content on-screen in a playful method, as if I too was simply hopping on the development. (As a result of let’s face it, Gen Z can spot a #sponsored publish from a mile away and can scroll quick if it smells like an advert.) Oh, and did I point out? This was not a paid promotion. I genuinely love this projector, and I wished my followers to see me having fun with it. By sharing an trustworthy good time, I hoped to spark their curiosity and possibly even be a focus for the projector model for future collabs.
Takeaways: Keep up-to-date with the newest developments, take a look at out organic-appearing content material, and have enjoyable with it! Everyone knows when somebody is compelled to do one thing. Create a charming story by video.
Gen Z lives on short-form content material — assume TikTok, Reels, and YouTube Shorts. With very brief consideration spans, I knew I needed to hook viewers quick with this one. On the time, Every day’s, a fast-casual cafe idea in Jacksonville, had simply introduced a brand new hen tender sub, and so they wanted assist spreading the phrase. I teamed up with one other Jacksonville-based content material creator to create a video that sizzled.
Movies can exhibit advanced ideas, clarify services, or showcase buyer experiences in a method that textual content or photographs can not (Influencer Advertising and marketing Manufacturing unit, 2023). For this 60-second vertical video, I used storytelling by displaying glamor shot movies of the sandwich with a voiceover explaining the sandwich, totally different choices, and the place one may discover it. It was informative, enjoyable, and scrumptious. Rule of thumb. Should you’re selling meals, SHOW THE FOOD. We need to be drooling by the top of the video.
I didn’t simply need views with this one — I wished belief. Gen Z hates pretend adverts and overly polished promos. Analysis reveals 63% want genuine movies over high-production ones (Bump, 2024), and so they’re extra doubtless to purchase from influencers they see as actual (Schaefer, 2025). So I saved it informal and trustworthy: simply my buddy Large Wealthy, a sandwich, primary enhancing, and nice content material.
Takeaways: Partnering with influencers will help companies attain a broader viewers to advertise their services or products (Influencer Advertising and marketing Manufacturing unit, 2023). On-line video editors make it simple and reasonably priced for companies to create skilled movies utilizing customizable templates, music, and animations. Whether or not it’s a promo, product demo, or explainer, these instruments assist produce participating content material quick.
On the finish of the day, there’s one golden rule of content material creation: Understanding your group viewers is EVERYTHING. You may have the good product or message on the planet, however for those who current it in a method that doesn’t click on along with your viewers, it’s recreation over. Particularly with Gen Z, you’ve obtained to satisfy them the place they’re when it comes to platforms, codecs, and tone.
I discovered that my viewers loves Halloween. Final 12 months, I had a video on Instagram obtain 358,000 views and one other surpass 400,000 views after showcasing At Dwelling’s Halloween assortment that dropped in July. It featured my spouse’s genuine and overwhelming response to discovering the proper Halloween mat that, actually, did come residence with us that day. The second video simply showcased the Halloween part that I overlayed “can’t consider Halloween has begun in July” on high with music within the background.
I let my viewers in on the place to seek out Halloween merchandise in July, earned their belief because the go-to Halloween Queen, and even picked up a number of new followers alongside the best way!
So let’s recap: Why is knowing your viewers so essential, notably Gen Z?
Right here’s the tea:
It guides your content material format: I knew Gen Z devours content material on cellular and prefers short-form video. That’s why I didn’t write a weblog or make a 10-minute YouTube evaluate — I went for a fast vertical video. Enjoyable truth: about 75% of viewers now watch brief movies on their telephones, and an enormous chunk of Gen Z spends 3+ hours a day on social media (Rand, 2025). Quick, smartphone-friendly content material was a no brainer.It tells you the tone to strike: As a result of I perceive my followers, I injected an informal, humorous tone and prevented corporate-speak. Gen Z has a really casual communication model on-line — filled with memes, slang, and a penchant for irony. They respect it when manufacturers and creators discuss to them like mates. Understanding that, I preserve the vibe conversational and lightweight.It reveals you what values to focus on: My group values authenticity, enjoyable, and social connection. So I made certain the video emphasised these (actual enjoyment with mates) somewhat than simply tech specs. Gen Z sticks round for content material that entertains them and feels real. Because the analysis echoed, to attach with Gen Z, you should “be actual, be quick, and be interactive” as a result of “authenticity issues greater than ever” (Rand, 2025).It helps you to leverage group tradition: Each on-line group has its inside jokes, developments, and cultural moments. Understanding your viewers means realizing what’s trending for them proper now. In my case, leveraging a present development (“that is the entire level”) made my content material immediately relatable. It’s like talking the native dialect — it builds belief and engagement. Gen Z, particularly, strikes rapidly from development to development, so being clued in is essential if you wish to be related.It builds loyalty: When individuals see content material that displays their pursuits and values, they really feel seen. By tailoring my content material to their preferences (as an alternative of what I personally thought can be cool in a vacuum), I confirmed that I “get” them. That creates a stronger group bond. For Gen Z audiences who’re flooded with content material selections, they’ll stick round for creators who persistently resonate with them on a private degree. It’s no shock that manufacturers and influencers who foster a way of group and two-way interplay have extra loyal Gen Z followings (Schaefer, 2025).
In a nutshell, realizing your viewers is the final word cheat code. For me, t informs each determination I make— size, music, caption, model — and people choices repay. We’re in an period the place content material consumption is sky-high however consideration is scarce. Gen Z scrolls on the pace of sunshine, however for those who communicate their language, they’ll cease and hear. By understanding how Gen Z consumes content material now (quick, on-the-go, through algorithms that reward developments) and what makes them stick round (authenticity, enjoyable, interplay), I can craft content material that clicks.
And one of the best half? I didn’t must compromise who I’m or what I get pleasure from. I genuinely had enjoyable making and sharing these movies, and I feel that shines by. As my content material reveals, once you create along with your group in thoughts, you create content material that connects. And that, my mates, is “the entire level” of social media. 😉
Comply with Carianne Luter on Instagram, YouTube, TikTok, Fb, X, and LinkedIn!
References
Bump, P. (2024, July 29). How video consumption is altering in 2024 [New Research]. HubSpot. Retrieved from https://weblog.hubspot.com/advertising/how-video-consumption-is-changing
Butler, S. (2025, April 17). “Nearly forgot that is the entire level” TikTok development sees everybody cherishing life’s good moments. Indy100. Retrieved from https://www.indy100.com/tiktok/almost-forgot-this-is-the-whole-point-tiktok-trend
Influencer Advertising and marketing Manufacturing unit. (2023, Might 23). The ability of video and Influencer Advertising and marketing: A profitable mixture. https://theinfluencermarketingfactory.com/the-power-of-video-and-influencer-marketing-a-winning-combination/
Jagreff. (2024, November 5). Watch out for the 3-second rule. TonalVision. https://tonalvision.com/weblog/3-second-rule.html
Rand, S. (2025, July 8). Understanding US Gen Z media consumption developments: Insights for manufacturers. Attest. Retrieved from https://www.askattest.com/weblog/analysis/gen-z-media-consumption
Schaefer, A. (2025, March 21). How Gen Z makes use of social media and what meaning for manufacturers. Sprout Social. Retrieved from
