Gen Z media: How to catch their eye
In a world where media consumption is as diverse as it is prolific, understanding how to engage Gen Z – a demographic that is redefining the norms of media interaction – is crucial for any brand aiming to stay relevant and resonant.
For brands looking to engage with Gen Z media outlets and journalists, understanding their preferences, values and communication styles is key.
This blog delves into the world of Gen Z media – who they are, what they seek and how brands can effectively capture their attention.
Understanding Gen Z media professionals
Gen Z media professionals, often themselves part of the Gen Z demographic, bring a fresh perspective to journalism and media content creation. They are tech-savvy, socially conscious and value authenticity and creativity. Raised in an age of information overload, they are adept at filtering content and gravitate towards stories that are not just informative but also engaging and relatable.
This generation of media professionals is more likely to be found on digital platforms, with a strong presence on social media channels like Instagram and TikTok. A recent 2022/23 study uncovered some intriguing trends about Gen Z’s media habits. Unlike the previous generations, only about 9% of Gen Z head straight to traditional news websites. 37% prefer to get their news fix through social media, with Instagram leading at 44%, followed by Facebook (33%), Twitter (31%) and TikTok (29%).
They favour multimedia storytelling, incorporating videos, podcasts and interactive content to engage their audience. Gen Z journalists are also known for their focus on issues like social justice, climate change, and mental health, reflecting their generation’s concerns.
How brands can engage Gen Z media
1. Embrace digital and social media: To catch the eye of Gen Z media professionals, brands need to have a strong digital presence. Utilise platforms like Flaunter for sharing brand assets, media-ready images, sample collections and releases, TikTok and Instagram for announcements and engage in relevant conversations.
Share content that is visually appealing and easily shareable.
2. Focus on authentic, relatable stories: Gen Z media are drawn to stories that resonate on a personal level. Showcase the human side of your brand, share real stories and experiences and maintain transparency in your communication.
3. Highlight social responsibility: Given Gen Z’s concern for social and environmental issues, brands that highlight their CSR initiatives or take a stand on social issues are more likely to garner attention from Gen Z media.
4. Utilise multimedia content: Diversify your content strategy to include videos, podcasts and infographics. Gen Z journalists are more likely to engage with and share multimedia content that stands out.
5. Engage in two-way conversations: Don’t just broadcast your message; engage in a dialogue. Be responsive on social media, participate in relevant discussions, and show that your brand values feedback and interaction.
6. Quick and snappy content: With their shorter attention spans, Gen Z media prefers content that gets to the point quickly. Keep your pitches concise, engaging, and packed with value.
7. Innovate and experiment: Don’t shy away from trying new formats or platforms. Gen Z media appreciates innovation and creativity in storytelling. Find and connect with Gen Z journalists, editors, stylists, freelancers and creators on Flaunter.
Engaging with Gen Z media requires a blend of digital savvy, authentic storytelling and a commitment to social responsibility. Brands need to understand and adapt to the unique preferences of this generation’s journalists and media outlets.
Remember, the key to connecting with Gen Z media is not just about what you say, but how you say it – and where you say it.