Gen Z, born between 1997 and 2012, is rapidly becoming a crucial demographic for publishers. By 2032, they will be the primary audience targeted by news publishers1. Here’s how publishers can effectively reach and engage this tech-savvy generation.
Embrace Visual Content
Leveraging Short-Form Video
Gen Z has shifted their attention to visual platforms like TikTok and Instagram. Publishers should create visually stimulating content that appeals to their senses, with a focus on short-form video storytelling.
Optimize Social Media Presence
Mastering TikTok and Instagram
Social media serves as Gen Z’s main access point for news. With 40% of 18-24 year olds using TikTok, publishers must establish a strong presence on these platforms and experiment with vertical video formats.
Personalize the Experience
Implementing AI-Driven Recommendations
Gen Z values personalized experiences in their news consumption. Publishers should utilize AI to offer tailored content recommendations, similar to how Forbes uses an artificially intelligent publishing platform for its newsroom.
Prioritize Authenticity
Building Trust Through Transparency
92% of Gen Z values authenticity and transparency. Publishers should aim for genuine reporting and focus on topics like climate change and racial inequality, while being mindful of news fatigue.
Adapt Content Strategies
Balancing Serious News with Engaging Formats
While Gen Z is interested in important issues, excessive crisis coverage can lead to news avoidance. Publishers should present news in a more accessible manner and explore ways to ease the intensity of breaking news.
Optimize for SEO
Crafting Effective Headlines and Meta Descriptions
Use relevant keywords in headlines, meta descriptions, and URL slugs. Create attention-grabbing titles, typically eight words or less, to improve search engine visibility and reader engagement.
Foster Community Engagement
Encouraging User-Generated Content
Create brand hashtags and encourage users to tag your brand in their posts. Feature user-generated content on your platforms to build a sense of community and increase engagement.
By implementing these strategies, publishers can effectively reach and engage Gen Z, ensuring their content resonates with this important demographic and secures their future readership.