Gen Z talks: Is twitter the place for media brands?

The social media landscape has been undergoing a significant shift. Since Elon Musk's acquisition of TikTok in late 2022 and Twitter's subsequent introduction of purchasable blue ticks, Twitter has increasingly attracted Gen Z users, who shape trends, influence discourse, and impact brand marketing strategies.

Recent data reveals that Gen Z engages with participatory ad campaigns, mimicking their interactive behavior on platforms like TikTok. This generation is pushing for the end of one-way communication, requiring brands and news organizations to create content that encourages user engagement. Additionally, Gen Z demands authenticity and accountability, expecting brands and news outlets to commit to values like diversity, inclusivity, and environmental responsibility. Therefore, the content produced must genuinely reflect these values.

Why is Twitter a good idea and how to leverage it?

For news publishers, Twitter's data underscores a golden opportunity. Gen Z's taste for real-time, interactive content makes them an ideal audience for news brands on the platform. They are a dynamic and interactive group, responsible for 33% of all tweets in the U.S. Their affinity for visual communication — they are 21% more likely to tweet with multimedia content — offers insights into how media brands can better cater to them.

In the contemporary information landscape, traditional text-based reporting may not succeed in capturing the attention of the Gen Z audience, particularly on platforms like Twitter. Generation Z is a visually driven cohort that engages more dynamically with multimedia content — a feature that news publishers must exploit to optimize their reach. Data is favorable, but we set out to ask real people what it is they want to see:

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    Scarlett 22 shares her viewpoint,

"The New York Times is really onto something with the way they use infographics in 'The Upshot' section. They turn complex stories into easy-to-grasp visuals, like charts, graphs, even interactive maps. It's super appealing and I feel for younger people that is the most attractive thing."

It's clear she values the effective communication of complex data through visual means works. The New York Times, in its 'The Upshot' section, has mastered this art, transforming intricate investigative reports into visually engaging pieces. This approach resonates particularly well with the Gen Z, who appreciate the straightforward, concise presentation. Essentially, these infographics offer them a 'snapshot' understanding of the issue at hand without being overwhelmed by large volumes of text.

Markus 22 shares his observations with a thoughtful smile,

"I've noticed that Tagesschau News often shares short video clips or mini documentaries on Twitter. It really captures my interest. It’s kind of like getting bite-sized pieces of major news stories that are way easier to digest."

Expanding on Markus insights, it's evident how impactful broadcasting news in the form of brief videos or documentaries on social media platforms like Twitter can be. News outlets like Tagesschau have harnessed this approach successfully, creating a more digestible and accessible format for consuming news. For a younger audience like Gen Z, this method of delivery has immense appeal. It suggests a strategy news publishers could replicate, designing short, informative videos around trending topics to engage and retain the attention of this digital-native generation.

George 20 reflects

"What's even better is how we get to chat, share our thoughts, and really interact with the news. It's not just a one-way street anymore, and I reckon that's a big part of why we love it so much. It feels more like a conversation, rather than just being talked at, you know?"

Examining George's sentiments, one can see how Gen Z values real-time interaction and engagement with news events. He speaks to the effectiveness of news outlets live-tweeting events and using live video streaming apps like Twitter's Periscope. These platforms not only provide immediate updates, but also offer a space for direct engagement, allowing Gen Z users to follow and participate in the unfolding news. The real-time element, combined with the interactive opportunities, evidently drives deeper engagement amongst this demographic.

Aligning Content to Gen Z's Interest

Notably, Gen Z often engages with topics such as digital creators, music, gaming, celebrities, fashion, beauty, and social issues on Twitter. This provides valuable information for content creators and publishers to tailor their content and coverage to align with these interests.

Understanding the passions and concerns of Gen Z can inform the creation of content that resonates with this generation. For example, news publishers could amplify their coverage on social issues or pop culture events, weaving in interactive and multimedia elements to further appeal to Gen Z audiences.

The Way Forward

Navigating the evolving landscape of digital communication necessitates an understanding and catering to the preferences of this digitally native generation. By doing so, brands, content creators, and news organizations can be sure they are not missing out on the reinvented and rediscovered by youth twitter.

So What?

💭Twitter's data continues to serve as an indispensable resource for understanding Gen Z's behaviors and preferences, providing a strategic guide for brands, news organizations, and influencers eager to resonate with this generation. Twitter Business now extends beyond publishing tips and ideas - it has become an essential hub for content creators looking to strategize on content formats that can successfully engage and retain their audience. Regular exploration of this platform is highly recommended, as Twitter often transforms its internal data into interactive and explanatory articles. This serves as a dynamic and insightful resource, spotlighting trends and offering actionable takeaways for those aiming to optimize their presence in the ever-evolving digital landscape.