How to Engage Gen Z Audiences: Tips for Publishers
Generation Z, people born between 1996 and 2010, is the first generation to grow up entirely in the digital age. They’re online natives whose collective identity has been shaped by the ubiquity of technology. What does this mean for journalism?
To publishers, engaging Gen Z is about more than just having a digital presence. Today, that’s the minimum a news organisation can do. Beyond the basics, newsrooms must deliver content in the formats that young news consumers prefer, using the tone they trust, and showing up consistently on the platforms they use most.
In this article we explore some ideas for publishers and news organisations looking to deepen their engagement with Gen Z audiences.
Using multiple platforms
Gen Z lives across multiple platforms, particularly TikTok, Instagram, and YouTube. Short-form videos succeed on TikTok and Instagram, where quick, visually engaging content grabs attention instantly. YouTube, on the other hand, is best for longer-form storytelling, interviews, and behind-the-scenes content.
To attract – and hold – Gen Z’s attention, it’s essential to adapt content for each platform. Don’t repost the same videos everywhere, but focus on repurposing your content by changing the length, message, and tone to match user behaviours.
Also, try exploring new content forms to extend your reach – like audio. An estimated 61% of Gen Z listens to news podcasts to stay informed about social issues.
Involving Gen Z
Most Gen Zers don’t like to consume content passively; they prefer participating or being part of the creation process. To engage these news consumers, try using Snapchat or Instagram stories to create polls, games and quizzes, mixing them with videos and news stories for your channel. Feature your audience’s responses and creations to build a community with user-generated content.
Prioritising Values
The dominance of digital misinformation has jaded Gen Z, making trust and transparency key ingredients to reaching them effectively. For instance, polls show they are socially conscious and expect brands and publishers to take stands on key issues and demonstrate the human sides of journalism.
Engage Gen Z through shared values, focusing on stories that reflect diversity, equity, and sustainability. Show the real people behind news stories, explain your editorial process, and be transparent about the principles that guide the work of your newsroom.
Visual-First Content
One study shows that this generation has an attention span of just eight seconds. Gen Z scrolls and changes content fast and decides in seconds whether to engage. Use visual content, like short videos, that skip longer introductions and get straight to the point. If you have a complex topic, it might be better to break it down into shorter, easily digestible parts.
Mobile optimisation
Since Gen Z reads most of their content and news on mobile devices, every news site should be designed with a mobile-first mindset. That means fast-loading pages, intuitive navigation, and content that’s easy to read and interact with on smaller screens. Ensure clear, concise content and an excellent user experience across all devices and screen sizes for your newsroom’s website.
Final Thoughts
Gen Z’s media habits reflect a broader shift in news consumption toward faster, more personal, values-driven content. Publishers who adapt not only in format but also in philosophy will be best positioned to engage and retain the new generation of news consumers.
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