Forget the millennials, there’s Gen Z, the new generation that’s in town: Gen Z. They’re the most diverse, the largest generation ever, and will influence the world for years to come. This is why marketers want to find out the factors that make them tick.
We at YouTube we’re in a unique position to aid in this. According to a recently released Pew study that found that over 85percent of teens use YouTube, which makes it the most popular platform among teenagers. In the spring of this year, we set out to comprehend Gen Z behavior through the lens of YouTube to discover what drives them to the site and what they’re looking at, and how it makes them feel. We spoke to a variety of Gen Zers as well as their parents. We followed this with extensive research.
Below are the three lessons that we discovered.
Gen Z turns to YouTube to learn about new things.
Many people believe that young people live in the moment However, we were shocked to find that a lot of them are using YouTube for help to figure out the next steps for their lives.
According to Ipsos, the majority of Gen Z teens say YouTube has helped them gain knowledge about something. 1. as well as 68% of them say YouTube can help them to improve or develop skills that assist them in their preparation for their in the future. 2
The drive to be better at self-improvement is manifesting in new ways. For instance, study with me videos which feature people who film themselves doing their homework to promote good habits of study are becoming a popular genre. Imagine them as a kind of virtual study buddy. They show Gen Z innovating with a new format for video that blends an interest in learning with the desire for community and human connections.
Gen Z looks to YouTube to build real-life connections, and to bridge generations
We’ve all seen kids (and adults) using their phones, totally unaware of the world surrounding them. Online video can be a very social experience. From Gen Zers we talked to 7 out of 10 said watching videos with other people makes make them be more social. 5
Gen Z uses YouTube to get away from the stress of being a teenager.
Teenagers are often stressed. If they’re not working on school homework or preparing for their exams, they’re occupied with extracurricular activities or trying to navigate relationships. Of the Gen Zers we talked to 84% of them said that they’re overwhelmed by all the work and other activities they need to complete. 3
This is one of the reasons they’re headed to YouTube to unwind to a certain extent and forget about everyday life. In fact when we asked Gen Zers what websites they go to for a moment of relaxation or have a good time and have fun, the most popular. the top choice is YouTube. 4 If you spot teenagers blazing over an incredibly silly trend or meme, take note that they’re just trying for fun and taking time out from the pressures of growing older.
While you may think that teens only share the latest viral videos with one another, consider the opposite. Our research indicates that many of these videos cross generations. Eight out of 10 Gen Z teens we spoke to reported that they actively are sharing YouTube video clips with parents and any other family member who is an adult. 6
“I uploaded a video entitled “Explaining My Depression to My Mother” with my mom, trying to describe what depression-like. I found the video was a great representation of it. It helped my mom and me feel more at ease and understand each other.” – Ipsos Gen Zer
What Gen Z behavior means for brands
It’s tempting to imagine Gen Z as being different from the generations before them. However, what marketers need to recognize is the fact that Gen Z is confronting the same issues that millennials Gen X and baby boomers face. They’re just using their voices differently, because of the technology available to them.
Like the previous generations of teens, Gen Z is looking for ways to get away from the pressures of life and plan for the future. YouTube is a major player in both these fields. Brands that want to reach Generation Z must be seeking ways to aid them in doing both.
