When marketers think about Generation Z, the typical assumption is that these young people have the attention span of a goldfish. With their constant scrolling on TikTok, YouTube Shorts, and Instagram Reels, the perception is that Gen Z only engages with short, bite-sized pieces of content. But is this really the case for everyone within this generation?
New research is showing us that not all Gen Zers fit into this stereotype. In fact, a significant portion—40% of younger US consumers—actually enjoy consuming long-form content on social media according to a recent report published by emarketer.
This revelation challenges the prevailing narrative and offers a new avenue for brands and affiliate marketers who are looking to engage more deeply with Gen Z audiences online. Let’s explore what this means and how affiliate marketers can adapt their content creation strategies to meet the needs of this diverse consumer.
Understanding Gen Z’s Content Preferences
The stereotype of Gen Z having a short attention span isn’t entirely unfounded. It’s true that many young people prefer quick, snackable content, largely because of the proliferation of mobile devices and platforms that cater to short-form video content. But this doesn’t paint the full picture.
Just because Gen Z spends a lot of time on TikTok or consumes memes in seconds doesn’t mean that they don’t appreciate longer, more substantial content. According to a recent study, 40% of younger US consumers, particularly those in Gen Z, are actively engaging with long-form content like articles, documentaries, podcasts, and even longer YouTube videos.
This suggests that there is a considerable portion of this generation that craves depth and substance, contradicting the notion that they only want fast, shallow content.
Why Do Some Gen Zers Prefer Long-Form Content?
The growing interest in long-form content among some Gen Zers can be attributed to a few key factors:
- Informed and Conscious Consumers: Gen Z is often described as one of the most socially conscious and informed generations. Many of them want to dive deep into issues that matter to them—whether it’s social justice, climate change, or mental health. They look for in-depth resources, articles, and videos that provide them with the knowledge and context they need to form well-rounded opinions.
- Podcast Popularity: Podcasts are a great example of long-form content that has gained massive popularity among Gen Z. This format allows for nuanced, hour-long conversations on everything from entertainment to politics. It’s not unusual for a young person to listen to a podcast while commuting or working out, and they often prefer this deep dive into topics over a superficial skim.
- Educational Content: Many Gen Zers use the internet for more than just entertainment. They actively seek out content that helps them learn new skills or understand complex subjects. Whether it’s through tutorials, educational YouTube channels, or comprehensive blogs, these long-form formats provide the kind of detailed information this group appreciates.
- Time for Reflection: Gen Z is constantly bombarded with content, so it’s not surprising that some want to slow down and engage with something more thoughtful. Long-form content allows for more reflective consumption—giving them a chance to think critically and absorb the information at their own pace.
What Does This Mean for Affiliate Marketers?
For affiliate marketers, this is a crucial insight. It means that while short-form content is essential, there’s also a demand for longer, more detailed formats. Ignoring this segment of Gen Z could mean missing out on valuable engagement opportunities. So, how can you tap into this growing preference for long-form content?
1. Diversify Your Content Strategy
Creating a mix of both short and long-form content to cater to the full spectrum of Gen Z’s preferences. While it’s important to have snappy, engaging videos that can grab attention in seconds, you should also invest in more in-depth articles, white papers, or even webinars that allow Gen Z to engage with your brand on a deeper level.
For instance, a clothing brand could use quick TikTok videos for product launches, while also offering a behind-the-scenes documentary on YouTube that explores the brand’s sustainability efforts. This way, you’re catering to both the fast-paced and the more thoughtful content consumers.
2. Use Platforms That Support Long-Form Content
While TikTok and Instagram Reels may dominate conversations around Gen Z marketing, platforms like YouTube, Medium, and even Substack offer opportunities to reach those who enjoy more extended content. Podcasts, as mentioned earlier, are also an excellent way to engage with Gen Z, particularly if your brand can offer expert insights, interviews, or stories that resonate with this audience.
3. Focus on Meaningful, Value-Driven Content
Gen Z is known for valuing authenticity and social responsibility. They are quick to dismiss content that feels too salesy or shallow. If you’re going to produce long-form content, make sure it provides real value. Whether it’s a detailed blog post that answers common questions, a video that tells a compelling story, or an educational podcast, the content must be meaningful to resonate with this group.
4. Leverage Influencers and Thought Leaders
Another effective way to reach the long-form content-loving Gen Zers is through influencers and thought leaders they trust. Collaborating with influencers who are known for their in-depth content, such as YouTubers who create educational videos or podcasters who host insightful discussions, can be a great way to deliver longer content without losing the audience’s attention.
The Myth of the Goldfish Attention Span
It’s important to challenge the assumption that all Gen Z consumers have short attention spans. While it’s true that the average person’s attention span has decreased due to the sheer amount of digital content available, this doesn’t mean that everyone is uninterested in long-form content. In fact, many young consumers are simply selective about where they spend their attention.
For marketers, this means recognizing that attention is a precious resource. If your long-form content is valuable, engaging, and relevant, there is a significant audience—particularly within Gen Z—that will not only consume it but also share and engage with it in meaningful ways.
Don’t Overlook Gen Z’s Love for Long-Form Content
The idea that all of Gen Z has a short attention span is a misconception that can limit marketing strategies. While short-form content plays a critical role in grabbing attention, it’s clear that a large portion of this generation is open to, and even enjoys, engaging with long-form content.
By diversifying your content strategy, focusing on value-driven and meaningful material, and leveraging the right platforms, you can reach this often-overlooked segment of Gen Z consumers. The next time you’re planning a campaign, remember—40% of younger US consumers enjoy long-form content, and that’s a group worth paying attention to. By understanding and embracing the complexities of Gen Z’s media consumption, marketers can foster deeper, more meaningful connections with this influential generation.
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