Despite having a reputation for doomscrolling, Gen Z isn’t just scrolling through reels and shorts – they’re making purchases based on what they see. And if your business isn’t publishing short-form content for marketing, you’re missing out.

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Nearly 57% of Gen Z prefer short videos to learn about products, and they don’t shy away from buying through social media. And according to study data from NuVoodoo, more than 90% of Gen Z watch short form videos on every social media platform, not just TikTok and Instagram Reels.

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If you want to reach Gen Z, publishing short form content is essential. But chasing views and likes without a strategy is a fast track to burnout and zero ROI. Use the tactics below to turn scrolls into sales and casual watchers into paying customers.

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1. Use hooks to capture attention within 3-5 seconds

When it comes to Gen Z, you don’t get much chance to capture their attention. This generation grew up with thumb scrolling, the skip button, and and an endless stream of content on demand. That means if your video doesn’t hook them immediately, they’re gone. Many studies have shown that most users, including Gen Z, abandon videos they don’t find interesting after just five seconds. That’s a short window.

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While it’s true that Gen Z is willing to watch long form content, you still need to catch their attention fast to keep them hooked. Even so, the rules are different for longer videos. Users expect reels and shorts to be brief. When a user expects short content, if your intro appears to be leading into a long, drawn-out story, they’ll bounce.

So how do you capture attention in a span of five seconds? Your content has to lead with power. Skip the branded intro, long-winded setups, and generic greetings. Don’t ease into the video content. Lead with bold visuals, bright colors, big text, fast motion, or jarring contrast that stops people mid-scroll. Think of your first frame like a billboard on the freeway – it has to deliver a message even when people are speeding by.

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Quick tips to capture attention fast

Start by directly calling out your viewer’s pain point or goal. Ask a provocative question (“still wasting money on ads that don’t convert?”) or make a bold claim (“This $7 tool just saved me $4k). These openings force the viewer to respond mentally, and that pause is all you need to hook them with your next frames.

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In any case, don’t rely solely on your audio to capture attention. Use large, readable text overlays that support your hook because many Gen Z users watch videos on mute. Fast cuts and snappy edits can also make a big difference. This is probably the only time when it’s okay to use multiple jump cuts, zooms, whip transitions, and angle changes all within a few seconds. For example, jumping scenes every three to six seconds can maintain attention.

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2. Keep your short videos under 60 seconds

We already know that Gen Z loves short form videos, but how long should they be? Data from multiple studies show a preference for one minute or less, and that’s perfect for compact storytelling. For each short video you make, choose a single benefit or feature to highlight. Don’t lead people in multiple directions. Simpler messaging will be stronger.

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To pack in more content in a one-minute video, cut your intros and outros and just get right to it. The better you get at nailing the message quickly and in a way that holds attention, the more shareable your content will be.

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3. Show UGC and real people

Not surprisingly, Gen Z has a built-in filter for BS and it’s ruthless. They don’t trust traditional ads, polished commercials, or anything that smells like corporate marketing. Gen Z trusts real people more than brands, and they’re not alone. That’s why user-generated content (UGC) videos on YouTube get 10x more views compared to corporate branded videos, and UGC in email marketing gets 78% more clicks.

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UGC isn’t polished, but that’s the point. And including UGC in your short form videos will help you establish credibility and trust right off the bat. It’s not about perfection, but authenticity.

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Whether it’s unboxing videos, testimonials, or stitch of someone reacting to your product, the human element builds credibility fast.

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·  Feature real customers. Share clips or real people using your product. It’s perfectly acceptable to send your product to influencers to review as long as you disclose that they were compensated. However, if your product or service is truly valuable, it shouldn’t be hard to get organic, honest reviews.

·  Include unfiltered feedback. Honest reactions add authenticity to your message.

·  Encourage duets or stitching. TikTok videos, Instagram Reels, and YouTube Shorts thrive on interaction. Tap into these features to amplify reach. Start a challenge asking others to create this kind of content and then use it in your short form videos. People love this kind of content, even if it’s just a quick clip.

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When your audience sees real people vouching for you, it’s easier to generate sales, build your email list, and create genuine connections with your market. The key is authenticity. Even if your customers send you testimonials shot on their phone in a messy bedroom, the fact that it’s real is the value. It makes your offer feel relatable rather than rehearsed. At the end of the day, genuine beats glossy every time.

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4. Add captions and on-screen text

Captions and on-screen text are no longer just features designed for accessibility. For Gen Z, scrolling in silence is the default for most of the day. When they’re in class, commuting, or just avoiding the annoyance of autoplay, a huge chunk of Gen Z (62-76%) watches video content in silence. However, the same survey found that 87% of Gen Z watch video with the sound on when they’re at home. This means you can’t rely on sound to capture their attention throughout the day.

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Using captions and on-screen text will make your videos more engaging to those who aren’t watching with sound. And for those who do watch with the sound on? Your message will be reinforced visually. Just be sure to use legible, bold sans-serif fonts with high-contrast colors in a size large enough to read on mobile screens. And if you use auto-captions, review them to ensure accuracy. Remember, Gen Z mostly watches content vertically on their phones, which makes legible typography absolutely critical.

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As for creating the text on the screen, don’t transcribe every word, just highlight the most important phrases. Make them quick and punchy to reinforce what’s being said. For example, phrases like, “FREE shipping?” and “Before + After: 30 Days” drive the point home fast.

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5. Embrace platform trends

You can’t sell to Gen Z without speaking their language, and most of them live and die by certain social media trends. Whether it’s a simple sound byte, a meme format, or a new visual transition, following the trendy formats can drive more engagement. The key isn’t to copy all trends exactly, but to adapt your existing strategies to include them.

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You don’t have to recreate every viral sound or dance move, but you do need to know what’s trending if you want to find creative ways to spin those trends in your favor. Hit the timing just right and your videos will get pushed into your audience’s feed.

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How to spot and adapt viral formats

·  Use trends that align with your brand. Adapt your video content to mimic trends that are already aligned with your brand, but put your own twist on it. For example, if a trending audio says, “I was today years old when I learned…” use that to share a cool benefit of your product.

·  Stay timely. Trends that blew up last week may not be hot today, but it depends. Some seem to live forever, while others fizzle out in a week. When you see a trend that will work for your brand, jump on it fast.

·  Stay sensitive. There are plenty of social media trends that are offensive to groups of people, but if you don’t get the origin, you may not know. If it doesn’t feel right, it probably isn’t.

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Not all trends are fair game, so make sure you understand the context behind a meme, sound, or viral challenge before you use it. Your audience will hold you accountable even if you didn’t know it was negative.

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6. Show value

Overselling won’t reach Gen Z. They didn’t grow up with commercials – they grew up with the “Skip Ad” button and sponsorship disclosures. That means traditional sales tactics won’t just fall flat, but can push them away.

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In short, Gen Z doesn’t want to be marketed to in a way that feels like a sales pitch. They don’t want to be sold or pressured. They want to learn, explore, and make their own choices. To capture sales from Gen Z, your content should offer something valuable up front and let the product sell itself. If your videos feel like a commercial, they’ll keep scrolling. But if they feel like a conversation or a helpful tip, you have a chance.

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Start by showcasing what your product or service does, rather than what it is. Use before-and-after shots, real use cases, and surprising benefits to grab attention. Those creative brand slogans and logos you worked hard and paid a lot of money for aren’t going to be what drives sales from Gen Z.

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A simple 15-second reel showing how your product works without a fancy voiceover or pitch can outperform a polished, corporate ad. Especially if you position your video as a hack, how-to, or little-known-trick. Aim to teach people something and naturally include your product as the solution. Your viewers will feel like you’re trying to help them rather than sell them something. For instance, “How I fixed my skin in 30 days” is way more relatable than “Buy our new face wash!”

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When it comes to your call-to-action (CTA), Gen Z prefers choices, not demands or pressure. Use low-friction CTAs like:

“Check the link in bio”

“Click to learn more”

“Save this for later”

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While strong CTAs are usually the better option from a marketing perspective, to reach Gen Z, you can sell them on your product or service through the content so that by the time they see the soft CTA, they already know they want what you’re selling.

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7. Don’t use corporate jargon

Videos full of corporate speak will make Gen Z run for the hills. Videos that begin with phrases like, “We’re proud to announce…” or “Leverage our innovative solutions…” don’t speak to this generation. They don’t want to decode a bunch of buzzwords or translate jargon. They will only respond if they feel like you’re talking to them, not trying to impress a boardroom.

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You may have seen stats that show consumers want to have personal interactions with the brands they love. Many of those people are Gen Z’ers, and they crave human connection. If your voice sounds like it came straight out of a press release, they’ll tune out. The best short form content feels like it was made by a real person speaking to a human audience.

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To reach Gen Z with your words, use a conversational tone and write the way you speak. Speak directly to the viewer like it’s a casual conversation with a friend. Say things like, “Ever try to fix this and totally fail?” rather than, “Users often experience suboptimal results.”

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Speak to your audience directly in the language they understand. Ditch marketing lingo like it’s a hot potato. Words like “solutions,” “synergy,” “omnichannel,” and “disruptive” are dead on arrival with Gen Z. If it sounds like it came from a LinkedIn post, leave it out.

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The best way to reach Gen Z is by injecting your personality into your short form content. Use emojis, light humor, and even sarcasm to create a relatable connection with your audience. Gen Z doesn’t mind a little edge as long as it’s authentic. For example, saying “This thing saved my life (okay, maybe just my Monday) is more relatable than “Our product significantly improved productivity.”

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The bottom line is if your content is authentic, Gen Z will want to hear what you have to say.

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8. Collaborate with micro-influencers

Unlike other generations of the past, Gen Z isn’t really influenced by celebrities. This generation follows people who feel authentic and accessible. That authenticity and accessibility is why micro-influencers have higher engagement rates than macro influencers. They don’t just post photos for their fans and disappear – they stick around to chat. And that’s what Gen Z wants.

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You can leverage this power by partnering with micro-influencers to promote your products and services. In fact, studies have found that influencer content outperforms branded content by at least 36%. If you want more sales and leads from the Gen Z pool, you can’t afford to skip influencer marketing. Even some of the world’s top brands are doing it.

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You can try to get partnerships on your own, but it’s easier to use a platform specifically designed to connect you with influencers.

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Reaching Gen Z isn’t luck – let’s build your winning strategy

Getting Gen Z to watch or engage with Reels and Shorts isn’t hard when you know how to reach them. From mastering the first five seconds to leveraging trends, user-generated content, and micro-influencers, you can create unforgettable content that speaks directly to this market. But creating short-form videos that convert takes more than a smartphone and a trending sound from TikTok. It takes strategy, scripting, effective storytelling, and a deep understanding of what Gen Z responds to. That’s where we can help.

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If you’re ready to turn short video content into ROI, our team of video pros can help. We specialize in creating scroll-stopping content that captures attention, builds trust, and drives sales. Whether you’re launching your first campaign aimed at Gen Z or you’re looking to scale an existing strategy, reach out to our team and let’s build a short-form video strategy Gen Z can’t ignore.

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