There's a goldfish out there with better focus than GenZ.

Remember when we could actually focus on a single thing for more than a hot minute? Research from @Microsoft that the attention span on platforms like Instagram has crashed down to a shocking eight seconds. This isn't just a quirky stat – it's a shift for marketers and content creators.

GenZ is raised on social media and it thrives on bite-sized content. It is a game-changer for anyone trying to grab attention online. Imagine this:

You craft a perfect message, only to have 90% of the viewers swipe away before they even finish the first sentence. Hurts, right?

This isn't a dead end, but a challenge.

How can you as a marketer create & deliver better?

GenZ values Authenticity above all else.

If the content feels forced, GenZ is quick to discern. Brands must prioritize authentic storytelling like real-life stories, testimonials, and user-generated content that establishes a genuine connection.

For eg, the popular Duolingo owl is a social media darling.

Duolingo started this campaign and decided to use a quirky and relatable owl mascot to promote language learning. The mascot's humorous interactions on social media resonated with Gen Z's love of memes and lighthearted content while achieving the brand's objective.

Short-form video content, please.

The powerhouse to capture attention is short-form video content, be it on IG reels or YouTube shorts. Whether it is showing BTS glimpses or sharing updates, this is a dynamic way to connect with GenZ effortlessly.

For eg, have you ever noticed Hubspot’s instagram?

HubSpot understands that B2B audiences (businesses and professionals) are bombarded with information. Their short-form video strategy focuses on delivering valuable content in a way that's informative, educational, and engaging and in shorter, more playful content formats, like behind-the-scenes glimpses at their company culture or quick marketing hacks.

The value of peer-to-peer recommendations.

User-generated content campaigns encourage consumers to create and share content related to the brand, product, or campaign. This fosters a sense of community and belonging while amplifying brand reach.

For eg, American Express -  Ambassador Program

American Express established an ambassador program with a network of micro-influencers who aligned with their target audience (entrepreneurs, frequent travellers).

These micro-influencers then shared their experiences using Amex cards and the benefits they provided for their businesses and travel lifestyles which created more relatability and trust compared to traditional celebrity marketing.

Personalise the experience for your GenZ users.

GenZ expects personalised experiences made for their individual preferences. Leverage data-driven insights and deliver targeted content, that feels genuine to each user on a personal level.

For eg, we all love our Spotify Wrapped & Discover Weekly

Spotify uses data on listening habits to curate personalised playlists like ‘Wrapped’ (yearly summary) and ‘Discover Weekly’ (new music recommendations). This taps right into GenZ’s desire for curated experiences and individuality, by getting recommendations tailored to their tastes, fostering a sense of connection.

So, what are you waiting for? Let's make content that keeps the audience hooked, not hooked on the "scroll" button.

P.S. How are YOU adapting to the ever-shrinking attention span? Share your tips and tricks in the comments below!

‍