Nostalgia holds a powerful sway over Gen Z's media consumption habits. By nurturing a dedicated audience base, brands can create a loyal following that supports and advocates for their content.Ĩ2% of Gen Z turns to YouTube for nostalgic content: Brands can build loyalty and engagement by establishing a consistent presence on YouTube and creating content that evokes a sense of comfort, community, or emotional connection. A significant 69% of Gen Z agrees that they often find themselves returning to creators or content that feels comforting to them. Gen Z seeks familiarity and comfort in their online experiences. By strategically bridging short and long-form content, brands can capture and retain Gen Z's attention.Ħ9% of Gen Z finds comfort in returning to favourite creators or content: Brands can leverage this behaviour by creating attention-grabbing snippets or teasers on YouTube that pique Gen Z's curiosity and drive them to seek out longer, more in-depth content. An impressive 59% of Gen Z agree that they use short-form video apps to explore topics they later watch longer versions of. Short-form video apps have become an entry point for Gen Z to discover content that captures their interest. By embracing meme culture, brands can foster a sense of authenticity, humour, and relevance, increasing their appeal to this tech-savvy generation.ĥ9% of Gen Z uses short-form video apps to discover content for longer viewing: Brands that can cleverly integrate memes into their YouTube content can tap into this cultural phenomenon, connecting with Gen Z on a relatable and entertaining level. Approximately 57% of Gen Z agree that they appreciate it when brands participate in memes. Memes have become a significant part of Gen Z's online culture.

By providing content that speaks directly to their audience's interests and values, brands can establish authenticity and cultivate a dedicated following.ĥ7% of Gen Z appreciates brand participation in memes: Brands can leverage this insight by tailoring their YouTube content to address the specific needs, aspirations, and challenges of Gen Z. A significant 65% of Gen Z agrees that personally relevant content is more important than what is popularly discussed. Gen Z values content that resonates with their individual interests and experiences. In this blog post, we dive into YouTube’s 2022 Culture & Trends Report to explore five important YouTube x Gen Z stats and discuss how brands can leverage this data to their advantage, fostering meaningful connections and driving brand loyalty.Ħ5% of Gen Z prioritize personally relevant content over popular trends:

To effectively engage with Gen Z on YouTube, it's crucial to understand key statistics and insights about their preferences and behaviours. YouTube has become a go-to platform for Gen Z, offering a wealth of content and opportunities for brands to connect with this influential demographic.

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