New Delhi: As a marketer, how many times have you heard the phrase ‘Gen Z has the attention span of a goldfish’?
Marketers always complain about Gen Z having attention problems, but Gen Z can sit down and finish a 5-hour web series in one night. So, is it a matter of attention or content?
Kartik Nagarajan
Sharing a rare example of Gen-X backing up Gen-Z, Karthik Nagarajan, CEO, Hogarth India, said: It’s engagement. ”
Expanding on the same, Nagarajan said, “I think Gen Z is being unnecessarily criticized for their attention span. For example, the Netflix series Emily in Paris has an episode length It’s about 22 minutes. Most of my team are in their early 20s. At about 210 minutes, this generation has an engagement problem, not an attention span problem. there is.”
Call it a spade, be it an attention problem or a concentration problem, and think of possible solutions to the problem.
The report (Harvard Health Study) suggests that attention spans have taken a hit, especially after the pandemic, but the impact extends across generations and is not just limited to Gen Z. yeah. So blaming Gen Z’s short attention spans for marketing failures doesn’t solve the problem.
Pyari Dasgupta Surendran
Providing insight on the matter, Senior Brand Advisor Pyali Dasgupta Surendran said, “The brand is a big part of the brand. It’s almost always a mix of both attention and content issues. Yes, people’s general attention spans have indeed declined rapidly over the past decade, and Gen Z is no exception. That being said, good content always wins and there are several examples of that.
The idea is to tap into subcultures that Gen Z has a strong affinity for and create content that is relevant to this generation. It’s about exceptional storytelling, not necessarily how fast you can tell the story. Particularly in a highly crowded content environment, you don’t just assume you have their attention, you have to grab their attention. ”
Avik Santara
Adding to Surendran’s remarks, Avik Santala, Director and CEO of Atom Network, said: People changing channels during advertisements has been around since the days of advertising. So there’s nothing special here. ”
For branded content to be consumed, it must combine the elements of entertaining, educating, and elevating.
Anand Murthy
Anand Murthy, founder and CSO of Fundamental, commented on marketers harping on Gen Z’s attention issues, citing a personal example: “My niece… “Mommy, why are you guys wasting so much time?” said the precocious 10-year-old, who was technically an ‘Alpha’. I know you sell me things. At least let me dance. Or disgusted. Give me something!
You may see similar advertisements in Thailand, mocking brands that waste precious seconds on extremely difficult setups. people know what’s going on. They see you, hear you coming from a mile away, and are ready to skip and block. It’s not that Gen Z as a group is “less attentive.” They just require that the brand be at least interesting.
Additionally, David Ogilvy asked us many years ago to abandon the notion that consumers are idiots. People, including Gen Z, don’t ask or whisper anymore. I think it’s time to change things up. ”
Vishwanath Shetty
Vishwanath Shetty, head of D2C business at Pocket Aces, supports the Gen Z argument from his experience with FilterCopy: “When content resonates with Gen Z, they don’t just watch it, they actively engage and share it. Through our experience at FilterCopy, we have found that the expected attention issues are less likely to affect the relevancy of content. I’ve consistently seen that to be a problem.
According to Nielsen India, 89% of Gen Z in India regularly engages with valuable content, regardless of length. Pocket Aces has found success by focusing on the quality of the story rather than arbitrary time constraints. ”
Harshit Sharma
Digging into the nitty-gritty of capturing Gen Z’s attention, Harshit Sharma, Founding Member and Senior Brand Strategist Yong Un, says, “While Gen Z’s attention span is certainly short when it comes to marketing content, How they get involved is important.” In the first 5-6 seconds.
If you don’t capture their attention quickly, whether through a relevant celebrity, a powerful story, or something culturally astute, you’ll lose them. For web series and long-form content, recommendations from friends and influencers get attention, so you don’t lack focus. It’s important to have meaningful engagement from the beginning. ”
shraddha agarwal
Shraddha Agarwal, co-founder and global CEO of Grapes, which challenges brands to create personalized digital experiences, said: “Gen Z is always on the lookout for seamless digital experiences and demands personalized content. Staying within their own consumption patterns, they are more likely to guarantee engaging content that is backed by experiences.
To effectively reach Gen Z, advertisers need to tailor their campaigns to platforms like Instagram and Snapchat. Given their short attention spans, it’s important to use short-form videos that include interactive content such as surveys and quizzes. Influencer marketing is also very effective for this demographic, and incorporating influencer campaigns to attract this demographic is essential. ”
Rajnish Rawat
Sounding the trumpet of personalization, Rajnish Rawat, co-founder of Social Pill, says, “Spotify’s Wrapped campaign is a great example of personalization done right, where the app uses your listening data for its own We organize them into shareable stories. They expect brands to understand their preferences and respond accordingly. Personal touches like this keep Gen Z interested and loyal. Brands that fail to provide such a customized experience miss out on the opportunity to connect deeply with this audience. ”
Mitesh Kothari
Mitesh Kothari, co-founder and chief creative officer of White Rivers Media, suggested brands tap into stories that represent Gen Z ideals. “Brands need to craft a narrative that reflects their ideals and expectations while leveraging the mobile-centric world in which they thrive. Leveraging advanced technologies such as data analytics, AI, and is the key to personalizing and understanding their behavior.
Localized content that resonates with cultural nuances enhances engagement with diverse markets. By prioritizing authentic connections and demonstrating real social impact, brands can resonate with this influential generation and build lasting loyalty. In this evolving landscape, brands that listen and engage meaningfully will lead the way. ”
Lesson for brands: Gen Z can see scent manipulation from miles away, so be careful.
Harikrishnan Pillai
In the words of Harikrishnan Pillai, CEO and co-founder of TheSmallBigIdea, “Gen Z is mostly second or third generation exposed to advertising content. Skepticism about the manipulative nature of formalized messaging. As a result, we are witnessing a highly sensitive generation that sees through the smoke and mirrors of modern messaging, so gaining their trust requires authenticity. Most importantly, your marketing campaign must have a clear and purposeful message, not only in your voice but also in your actions.
Brands need to make it clear that Gen Z is more than just a message. They need to see actions that support their message. They are
The claim is true. So, smoke a cigarette and take a mirror photo with Gen Z. ”
Mihir Nair
Commenting on the platform that helps brands better connect with digital natives (Gen Z), Mihir Nair, Group Account Manager at SoCheers, says: For example, if I sell home cleaning products, contrary to conventional wisdom, a visually-first platform like Instagram should be my second platform of consideration, and my brand will use digital platforms to drive consideration. It would be better to be present in internal and external conversations. &conversion.
Reddit is a great platform for brands to monitor Gen Z audience conversations and perceptions of the category, and participants aren’t shy about sharing their opinions. ”
So far, it’s been established that Gen Z focuses on brands that resonate with their ideals, so marketers are confident that campaigns that align with social causes will become more popular among Gen Z. You may have the idea that there is a trend, but that is not entirely true.
Giving an insight on the same, Mr. Nair said: “Many of the topics that matter to Gen Z are misunderstood or ignored by the stewards of culture, the institutions and brands that can help by having meaningful conversations about this issue. We can capture the attention of this audience.”
We conclude with the words of Anirban Mozumdar, an independent brand consultant. . Therefore, pushing messages like “brand claims” or “extending the product promise with content” is unlikely to appeal to Gen Z.
And it’s not a matter of long or short stories or attention span. Gen Z has two fundamental and powerful drivers: identity and experience. Brands must become platforms where Gen Z can engage and have conversations. ”
