Every generation has its unique sense of humour. With Gen Z culture gaining prominence and setting online trends, businesses can fully embrace their quirkiness. The most direct approach is to allow them to write the script and edit your promotional video for you.

For example, US real estate company Pride More Properties released videos edited in a so-called Gen Z style. Instead of the standard approach of showing realtor Mike Hege introducing the house, the clip includes only moments when he pauses to breathe, laugh or make mistakes between sentences. This is one of their most popular videos, gaining nearly 80 million views and 5 million likes at press time.

The company also asked its Gen Z staff to write a script for Hege. The result? An amusing video showing the grey-bearded using youthful slang to show off a house. He ate and left no crumbs, no cap.

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With our increasingly short attention spans, grabbing our attention within the first few seconds is crucial. Fei Er Cottage, a Chinese restaurant in London, does this by starting its videos with opening scenes that have nothing to do with its food at all.

In one of its videos, a sense of panic is created as two men rush towards a car crash. They find the owner “trapped under a vehicle”, where he starts waxing lyrical about his handmade dumplings.

There are also other staged scenes, such as a guy stealing a plate of dumplings and a failed trust fall. It’s a humorous and unexpected approach that has worked well for the restaurant.

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Street interviews have become a popular style of video content online. Many social media accounts have gained traction with their spin on it. For example, Track Star Show quizzes pedestrians about songs, while Recess Therapy asks children to share their thoughts on topics such as relationships and climate change.

This content format also works for businesses, even if filmed at the workplace, as long as it answers questions people are curious about in their profession. For instance, tattoo studio Iron Glory released a short video asking their tattooists who could handle pain better, women or men. The video has been viewed over 7 million times.

Trending themes such as astrology tend to do well, too. A law firm in Los Angeles interviewed its attorneys about their zodiac signs, attracting over a million views, especially since most of them had the same sign, Aries.

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One effective way to showcase your insider knowledge and company expertise to potential customers is to create short videos that share and explain lesser-known information about the field. This behind-the-scenes look helps viewers feel more connected to the brand.

Front Office does this well: In a video, Ken Sakata, the creative director of the brand, shares about denim. He explains how cotton is usually woven in a specific way to create the fabric. 

He also explains the difference between Japanese and American workwear and elaborates on how his brand tries to create a jacket that fuses both styles. It’s educational content, with a subtle plug for the brand’s products. 

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It’s not uncommon to see social media managers playfully ask their followers for a boost, aiming to showcase their efforts to higher-ups. It’s a harmless plea that often finds a response in the internet’s sense of community—we’ve all been there, eager to succeed and sometimes, those digital prayers are answered.

Content marketing agency, The Attention Seeker, went viral with a reel showing an employee dousing herself in water. Subsequent videos featured oil, paint and milk. The employee stated her goal was to reach a million followers, unlocking a bonus promised by her boss.

While some comments advised the account manager to avoid wasting food and to post more diverse content to promote the service, the number of followers has now reached 325,000. 

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Expanding on the previous idea, the workplace has become an unlikely muse. Businesses are capitalising on relatable moments at work to encourage more engagement—from awkward break room conversations to dealing with a micro-managing boss.

Marketing agency Modaramo Media, for example, has created short videos about workplace interactions. One video, which shows remote employees strut into the office like a bunch of elusive rockstars, has been viewed over 25 million times. 

Another video with over 10 million views features a co-worker’s daily outfits.

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Is running a social media account as easy as many believe? Certainly not, but this may be the impression that most people get. Ironically, making fun of the managers—the masterminds of the brand’s social media accounts—is also a secret sauce to a viral video.

The Naked Marshmallow Co, which produces handmade marshmallows, garnered 3 million views on a video that teased its social media manager for getting off work after making two TikTok videos.

They also often ask their co-workers, especially the boss, to be featured in their short videos.

Now, meet the Gen.T Leaders of Tomorrow 2024 who are making strides in the Media & Marketing sector.

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