60% of TikTok users are under 24 years old, 85% of young people aged 13 to 24 use YouTube daily, and over 70% engage with Instagram through Reels. Gen Z has grown up with digital videos, and it's not hard to understand why they remain loyal: the accessibility and immediacy of the content, the quick consumption, the engaging nature of the content, and the ability to learn or convey complex information in a simple way have made video a crucial ally for both entertainment and for accessing and sharing information.
Whether it's watching tutorials and DIY (Do It Yourself) videos, music clips, comedy and entertainment, or educational and informative content, 54% spend at least four hours a day on social media, with 38% spending even more. It's interesting, according to an Ipsos survey, to note that more than two-thirds use YouTube to watch content that helps them relax, and 90% opt for comfort videos such as nature live streams, some lasting up to 10 hours.
But going beyond the data, we asked Pietro Marinoni, a student of Communication Sciences at the University of Insubria whom we hosted at our agency for the Job Shadowing project Osserva Lavoro Milano, about his thoughts on the relationship between video and Gen Z:
"Sometimes it's a bit of a stereotype, this disinterest that is often talked about regarding Gen Z. We have the intention and desire to engage with the present, with all the stimuli it can offer. I think video is an important means of expression, sometimes even more effective than written content. While I do read a lot, I feel that video has a greater impact. I tend to think in images, and I realize that video reaches you strongly because movement generates almost instantaneous emotional feedback and produces snapshots that remain in memory.
Working with videos, I understand the effort behind each sequence, and I find that the language of images is a winning means of expression, not only for young people".
"For me, video is a means of expressing reality; it's no coincidence that I greatly admire Neorealism. I love Art in all its forms and grew up with a passion for cinema. It gives the viewer the opportunity to express their emotions and inspires a desire to find or create their own role.
I am currently pursuing my bachelor's degree, so I need to figure out how to position myself and what role to take in a future work scenario. So far, I have been involved in about ten sets, working on independent projects by friends that were self-financed through crowdfunding. I've also had the opportunity to interact with professional production houses through internships. I've worked as a production assistant and editing secretary, but I aim to develop something of my own as a director. Experiences like Osserva Lavoro are helping me understand who I want to be and what I want to become. It was wonderful to observe a typical workday, see script comments, watch editing processes, video revisions, and distribution. I felt at ease because I wasn't being judged; I was an observer, unlike in internships where performance is mandatory. I could simply observe and ask as many questions as possible.
At the moment, I'm collaborating on a podcast about mental health. It's called POVCast - Our Point of View, and it was created in partnership with The Minotaur Institute for Affective Codes Analysis. What makes it unique is its strong psychological imprint, conveyed through the voices of us young people. We all have a desire to represent reality, creating connections between different skills to reinforce important concepts. Perhaps in the future, a video could also be produced to reach even more people, who knows!"
Sources:
DataReportal – Global Digital Insights
Article written by Isabella Garanzini, Group Head of Storytelling at The Story Group"
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