Crafting compelling Gen Z content
TSL's success in captivating Gen Z is attributed to three essential principles:
- Entertainment value
Gen Z's appetite for entertainment is considerable, with 79.3% of Singaporeans using social media for this purpose. TSL taps into this by delivering content in interactive formats like reality TV, music videos, live streams, and original segments.
However, Gen Z can discern inauthenticity from a mile away. In fact, according to Hubspot, 84% of Gen Zs will skip video ads as quickly as possible, preferring to learn about products from influencers and social media videos. These videos help brands meet Gen Z where they already are, on social platforms. As such, TSL employs real reactions, emotions, and relatable individuals to weave authenticity into their campaigns, steering clear of traditional advertising tropes.
The approach to utility is equally strategic. Different social platforms serve as sources of brand research or news for Gen Z, making it crucial to distribute content where they're most receptive. TSL's data-driven approach allows them to discern the right platforms, with TikTok and YouTube emerging as prime contenders. Gen Z's widespread use of multiple platforms underscores the necessity of a holistic distribution strategy that transcends a single medium.