By Harriet Barter
By now, it’s likely you’ve heard Google’s favourite stat: YouTube is the second largest search engine behind Google – throwing some not-so-subtle shade to the likes of Microsoft.
So, I was shocked to my very core when I heard a Gen Z-er recently claiming that they search on TikTok and Instagram before they go to Google.
I’m sorry, what?
I like to think (pretend) I’m still relatively young since my age still starts with a 2, but this blew my mind. And upon further research, data suggests that around 40% of Gen Z use TikTok as their number one search engine.
According to user research and interviews, Gen Z finds information on TikTok to be more personalised – and thus more “real” and valuable – than a search result on Google.
Is Google going the same way Facebook did when it became ‘social media for the over 30s’?
Okay, maybe that’s a bit dramatic given Google’s more-than-healthy market share. But we can’t ignore the rise in video platforms, their user base and their search demand. Google also isn’t ignoring the trend and hoping it’ll go away. In fact, Google has started showing TikTok and Instagram videos in its search results.
So, what does this mean for advertisers? What should you be producing, and where should you be present, to ensure you’re maximising reach, engagement and results?
The long and short of it is this: if you want to go anywhere near Gen Z, you need to be present on their favourite platforms, and properly investing in your video content.
Keep it short and snappy
The time brands have to capture a user’s attention before they scroll past is ever reducing.
Facebook revealed the average attention span for video content 2 seconds: on a desktop it’s 2.5 seconds, and on mobile, it’s 1.7 seconds. Advertisers do not have long to grab interest, so you need to make sure content is engaging and meaningful from the very start.
…And don’t waffle on for hours. It’s true that TikTok recently increased its maximum video length to 10 minutes (now competing with the likes of YouTube), but this doesn’t mean you need to use all of those 600 seconds.
Quite the opposite. Keep it short.
And by short, I mean anywhere between 15-25 seconds – not only for optimal reach and engagement, but also because a recent survey by TikTok showed that 50% of users on the platform said they found videos longer than one minute to be “stressful”.
TikTok and Instagram Reels are designed to provide a fast-paced, never-ending scrolling experience, so don’t drag your heels and beat around the bush when it comes to your video content.
Keep it vertical
This is a no brainer really.
Historically the main reason for producing landscape video would be for YouTube, to be watched on desktop or TV. Since Google introduced Shorts in 2021 – their answer to Instagram Reels and TikTok – the requirement for horizontal footage has significantly reduced. To reach your audiences and remain hyper-relevant, vertical video is your friend.
Keep it real
If you want to portray your videos and brand as authentic and credible, I would strongly suggest testing user-generated content (UGC), for a multitude of reasons. Firstly, consumers trust other consumers far more than they trust brands, as their opinions are seen as genuine and unbiased. They trust word of mouth advertising, from someone who has already had a positive experience with a brand, far more than they trust your refined brand video. In fact, a Statista piece of research showed 84% of respondents trust brands more if they use UGC.
Secondly, UGC positively affects brand awareness, as your consumers are essentially doing your marketing for you. You’ve all had your name spelled incorrectly on a Starbucks coffee, right? Or at least seen others post their coffee and oddly spelled name on social media. I see you Harryettes and Jesickahs of this world. You know that was all part of their marketing strategy? In my opinion, one of the best marketing campaigns I’ve seen, purely due to the fact most people don’t even know it was a marketing strategy. Well played, Starbucks.
In addition, UGC serves as social proof. It screams ‘we are a trustworthy brand’ and gives consumers confidence in buying from brands for the first time, as well as buying other products from the brand, outside of what is being advertised. Pair that with the 97% rate of unbranded searches through Pinterest (a wholly underrated platform – read more about that in our blog), and you can really cash in ahead of your competitors.
Closing thoughts
It is very clear that short-form, vertical, authentic video is here to stay and will continue to shape the future of online content and marketing. So, if your video content is all over TikTok, Instagram and YouTube Shorts, and you’re in line with the newest, on trend content as it comes hot off the press, then you’re on the right track.
If you’re nowhere near any of these platforms but are seeking out their audiences, trying to look for them elsewhere, I leave you with this – those who fall behind get left behind.
