Generation Z Is the Mainstay of Short-form Video and Coupon Shopping
Generation Z is those born between 1997 and 2012, colloquially known as zoomers, which is the demographic group that follows Millennials and Generation Alpha. As the first population group to grow up exposed to the Internet and portable digital technology from their young period, members of Generation Z are known as "digital natives," if not necessarily digitally literate.
Gen Z is more interested in the visual stimulation
Deeply influenced by the Internet and smart communication devices, Generation Z is accustomed to using video and pictures to communicate and get information, while generation X prefers to communicate via text or voice on the web. Different people like different kinds of social media. Generation Z prefers social platforms that provide a quick visual experience, such as Tiktok and Instagram. People who prefer text messages like Facebook and Twitter.
Text as a means of conveying information is no longer sufficient for Generation Z. At the beginning of social media, it only needed to provide an open communication platform to attract users to share personalized information. People can know the real life of friends, family members and celebrities on social media. During the rapid growth of Facebook and Twitter, people increasingly trusted information posted by ordinary users rather than waiting for news reports.
Rapid growth of Internet created the way Gen Z receives information
People are used to seeing pictures and text messages on social media, but that's not enough, especially Gen Z, who are looking for visual excitement. With the rich functions of social media and the network speed raising, people can make video calls on mobile phones anytime and anywhere, which gives rise to video social software like Tik Tok. Besides, Tik Tok's short videos are different from those longer than 3 minutes. Short videos can convey more attractive,more intuitive and faster information, allowing users to understand something in just a few seconds.
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In just a few seconds, you can see natural beauty thousands of miles away, an emergency happening on the street, the process of cross-dressing and makeup, and how food is prepared. This fits in well with Gen Z's short attention span, which has been shaped by digital devices. Millennials have an average attention span of 12 seconds, while Gen Z drops to a staggering 8 seconds. The 15 second short-form videos are bound to become the darling of young people. Users can discover more videos quickly and flexibly, depending on their preferences. This format fits their lifestyle and social media habits better than short text messages.
Flash: Short video are addictive
And short videos can be addictive. TikTok will play a video on a loop until you refresh to the next video, and people will watch a short video over and over again looking for the scene that just flashed by. With the extension of usage time, short video software can accurately grasp users' preferences and accurately recommend what they like, which increases user retention rate and makes people unable to get rid of short video. Advertisers and business owners take advantage of this feature in their marketing.
The use of short video in commodity advertising is a major breakthrough in advertising. To keep users engaged, short videos are becoming more and more interesting, visually impactful and original. Short videos allow people to learn about commercial products while having fun to watch. In the past, people always hated to see advertisements, even if they are only ten s
Why is Gen Z more receptive to short videos: authenticity + variety
Ordinary users post a short video to show how they feel about using a product and how they use it to convince people who watch the video. Different people have different reasons for using a certain product. Makeup artists, fitness enthusiasts, housewives, car commuters, students and other diverse demographics can interpret the use scene of a product from their perspective, so that the same demographics can accurately find the reason to add the product to their shopping cart.
Gen Z is more active than the rest of the population in finding new brands on social media. According to a survey by Smartly.io, 82% of Gen Z consumers use social media as a way to find new brands, compared to 57% of general consumers. They like diversity and are more active on multiple social platforms than other age demographics.
Short videos promote Gen Z to buy online and search for coupon code
Gen Z has been familiar with the Internet and used to collect information on the Internet since childhood. They can find what they want through various channels, and their ability and initiative on this aspect are stronger than their parents. In short, their ability and need to collect and process information are greater than those of previous generations. Short videos are exactly what they need.
When Gen Z starts to think about buying a product after watching a short video, they usually search the product information on the online shopping platform first to learn the product specifications and price, as well as the freight and after-sales information. They sift through the information to find out what they care about most. As long as there is a point that meets their most important needs, price may not be their first concern. The authenticity of the short videos helps them determine the potential use and emotional value of a product, not just its specifications.
Of course, while price may not be a priority for the Gen Z, their massive information processing capabilities won't be wasted. Just as they gather information about products, they also actively scour the Web for tips on how to save money. More and more Gen Z will search for coupons before shopping, they will search for coupons on websites like RetailMeNot, PayPal Honey, CouponBirds, etc.
The information era has shaped Gen Z's behavior. Some people will say that short videos occupy a lot of people's time, distract people's attention and cause people to procrastinate more and more and ignore social interaction. But it's an irresistible trend with more benefits.
Ordinary people can use short videos to realize low-cost entrepreneurship, subculture and derivative products can be spread and profit through short videos, and consumers can find products more in line with their needs. The rapid dissemination and dynamic presentation of short videos make information more transparent, accelerate the flow of information and resources, and stimulate innovation and economic growth. Short-form video is here to stay.
