There is no denying that YouTube is to younger generations what television was to their Gen-X and Baby Boomer parents and grandparents. Millennials and Gen-Zers turn to the online video platform for countless reasons, with many using it as their primary source of news, entertainment and education as well as for self-expression.
YouTube offers a smorgasbord of variety—from historic performances to instructional beauty and lifestyle influencer videos to visual experiences intended to get users engaged with a brand, the viewing options are virtually endless. However, with 720,000 hours of video being uploaded to the platform every day, rising above the noise to gain the attention of younger generations with branded video content is a huge challenge for advertisers and marketers.
Here, 16 members of Forbes Agency Council explore the most effective ways for brands to grab the attention of Millennial and Gen-Z consumers on YouTube.
Forbes Agency Council members offer tips for capturing the attention of Millennials and Gen-Zers on YouTube.
Photos courtesy of the individual members.
1. Partner With Successful YouTubers
There’s a reason why the biggest YouTube channels are those of regular people and not brands. Successful YouTubers have earned their growth by being authentic and honest with their audiences. For brands, partnerships are key. YouTubers will talk about your products if they solve their audience’s pain points. If you can win a YouTuber’s trust, you can win an opportunity to reach their audiences authentically. – Nicky Senyard, Fintel Connect
2. Show A Willingness To Do The Right Thing
This group loves brands that show a willingness to forgo some short-term profit to do the right thing. Companies that feature these types of philosophies and “walk the talk” in their YouTube videos will capture attention and gain customers. For example, the dating app Thursday is only available on Thursdays because, as the company says, “There’s more to life than dating apps.” This type of approach wins hearts and minds. – Tom Spitale, Impact
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3. Consult With Influencers Who Have Mastered The Platform
When investing in YouTube content creation, marketers should consult with influencers who have mastered the platform. Many collaborate with influencers to produce branded content using an existing brief, but the best perform research with a group of influencers to see what they think will resonate with their audiences, which results in a creative brief that will produce the best content. – Lyle Stevens, Mavrck
4. Be Authentic And Relatable
It’s less about big-money productions and more about real, relatable, bite-size content. You want your audience to feel as if they’re consuming information from a person who is just like them. Also, stick with it! You can leverage influencers or you can build a channel, but whatever strategy you prefer, be consistent. It’ll need to happen far more than just once. – Sara Helmy, Tribu
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5. Create Content That Feels ‘Native’ To The Platform
There’s a big difference between Millennials and Gen-Z in terms of the types of content they watch, the creators they follow and how they watch videos. However, there is also a common thread in terms of what works: Content that understands and connects with the YouTube culture, produced in a way that feels “native” to the platform, tends to engage most effectively. – Cheyenne Kamran, Black
6. Entertain With Humorous, Relatable Content
These audiences utilize YouTube as a relief valve from their busy day-to-day lives. Creating a brand connection through “entertainment” is key. Relatable content that is humorous will win the viewer’s split-second decision to share it with friends and family. – Lori Jones, Avocet Communications
7. Determine Specific Target Buyer Personas
The No. 1 thing that we recommend companies do is conduct buyer persona exercises to understand what audience they intend to reach. “Millennials and Gen-Z” is not quite specific enough. Next, we recommend that you develop your Youtube channel with graphic assets, video intros and messaging. Assuming you have an editorial calendar, we recommend publishing consistently and then advertising to your target. – Christopher Carr, Farotech
8. Make A Human Connection
To create content that resonates with this audience, it’s imperative to make a human connection. Highlight stories that show your organization is making a difference in the world, and share information that can help these generations prepare for the future. Remember to keep your messaging positive and lighthearted—YouTube is their outlet for relaxing or taking a break from daily stressors. – Tim Sellers, Inferno
9. Try Something Unexpected And Don’t Waste Time
Get right into the meat of your message, and use bold language and images to capture attention quickly in videos. When you compete for attention on YouTube, you have to make your content stand out in the first three seconds. Try something unexpected. Our brains filter signals that seem “normal,” so when an unexpected thing happens, the brain pays extra attention to it. – Samantha Reynolds, ECHO Storytelling Agency
10. Make Viewers Feel Like Part Of The Brand’s Success Story
As with any other generation, one of the best ways to capture Millennial and Gen-Z attention is to make them feel like they’re part of the brand’s success story. This means leveraging creators who are within the target audience for the product you’re advertising by asking them to share feedback on the best narratives to focus on. Top-down creative strategies—versus creator-led, bottom-up ones—are less effective than before. – Brian Freeman, Heartbeat
11. Focus On Quality, Relevant Content Instead Of The Medium
A medium is seldom as vital as the quality and relevancy of the motion content a brand provides. As streaming services proliferate and content multiplies exponentially, marketers get overwhelmed by competition for millions of eyeballs. Yet success only takes authentic content that truly connects with a few enthusiasts who share it globally. Quality content inspires loyalty and always finds its audience. – Stephen Rosa, (add)ventures
12. Create A Strong Protagonist Who Speaks Truth To Power
When music videos first entered the social lexicon via MTV, they told stories that were based in fantasy and Generation-X bucking authority. Millennials and Generation-Z admire thought-provoking content with compelling visuals that tell stories reflective of their values. What is similar across generations is the idea of the protagonist’s ability and strength in speaking truth to power. – Crystal Sargent, Invested Advisors
13. Engage In A Two-Way Conversation With The Audience
The Baby Boomer and Gen-X kids who grew up with TV had a one-way relationship with who and what they watched, whereas the kids who are growing up with the internet, YouTube, Twitch and other platforms have a two-way relationship with streamers and content creators through comments and other forms of engagement. Hence, the best way to capture attention is to truly engage in conversation with your audience. Otherwise, you are just TV. – Brian D. Evans, BDE Ventures / ReBlock Digital
14. Hire Millennials And Gen-Zers To Execute Your YouTube Activity
One of the best things you can do is hire Millennials and Gen-Zers to help create your social media strategy and execute your YouTube activity. Diversity of perspective is critical in staffing a well-rounded, effective ad agency. Putting people who share commonalities with your target audiences on your team can help ensure you have the best perspective on your projects. – Mary Ann O’Brien, OBI Creative
15. Address A Pain Point Within The First Three Seconds
The generations who have grown up watching YouTube have much shorter attention spans. Their tendency to “scroll” or “skip” is very high if your video doesn’t get a tight grip on their attention within the first three seconds. The trick is to clearly identify your audience’s achiest pain point and address it right at the beginning of your video. If you can strike a chord there, you win. – Ajay Prasad, GMR Web Team
16. Don’t Expect Viewers To Take Immediate Action
Think about YouTube campaigns the same way marketers thought about TV advertising for Gen-X and Baby Boomers. TV ads didn’t create immediate action where a user would shut off the TV and go buy the product, and YouTube won’t either. If you want a demographic to engage with the brand, expect that you’ll need to reach the same user multiple times in order to influence their purchase the next time they need the product—not in the middle of the show. – Donna Robinson, Collective Measures
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Author: Expert Panel®, Forbes Councils Member
