Gen Z is quickly becoming the most influential demographic in the digital space, and marketers are racing to understand what really captures their attention. But distilling an entire generation into a few neat observations doesn’t cut it, and we don’t believe it should. Instead of relying on assumptions, we ran a survey to hear directly from Gen Z about what they love (and what they can’t stand) in video content.

From their responses, clear trends emerged that challenge conventional thinking and offer valuable insights for brands looking to connect. If you’re aiming to craft video that actually resonates with this audience, partnering with a digital marketing agency London, brands trust can help bring those insights to life in a meaningful, strategic way.

Authenticity

Gen Z values authenticity and realness. They prefer raw, unfiltered content that isn’t overly produced.

“When brands ditch the polished façade and show real, unfiltered moments, it resonates. Whether it’s behind-the-scenes looks, genuine testimonials, or addressing real world issues, authenticity is magnetic.

However, videos that feel like a rehearsed infomercial or lack genuine emotion come off as disingenuous”

Vikrant Shaurya, CEO, Authors On Mission

Purpose

Gen-Z is deeply concerned about societal issues. They gravitate towards brands that stand for a cause, and this should be reflected in your video content. Whether it’s about sustainability, social justice, or community upliftment, if a brand’s mission aligns with their values, they’re more likely to engage.

Storytelling

Attention spans have only been getting shorter thanks to the constant availability of content. Gen-Z audiences appreciate engaging, meaningful stories that can be told succinctly.

“Storytelling connects you with your audience through relatable narratives or real-user stories. This fosters a sense of community and trust.

However, brands should avoid clickbait tactics and sensationalism to make their story stand out.”

Mohammad Goodarzi, Co-Founder, Pixune

Diversity & Inclusion

Gen Z is the most diverse generation yet and they expect that diversity to be reflected in the marketing content they engage with. It should feel natural, and avoid relying on stereotypes and especially harmful depictions.

Playfulness 

After years of social media interactions, audiences crave personality in their communications. A sense of humour and an openness to be playful breaks the barriers between audience and brand.

“I engage with video content from brands that showcase a sense of humour, even if it’s subtle, rather than just content just hard-selling their products.”

Andre Oentoro, Founder, Breadnbeyond

Gen-Z audiences are not necessarily a category unto themselves when it comes to their video viewing habits. Yet, a clear thread runs through their preferences: the desire for genuine connection. This has been a long-term trend in response to the inauthenticity across social media and advertising landscapes. For them, the real touchstones are personality, authenticity, shared values, and an enriched understanding of the world. Brands must realise that the aim shouldn’t be solely about selling; it’s about crafting content that resonates deeply, of the people, for the people. As we venture into the dawn of AI-generated content, this human-centric approach becomes even more vital.