What we say and (more importantly) how and when we say it, can make or break our connection with the user. This new wave concept of constant connectivity has changed everything.

The way Generation Z (cohort of people born after 1995) digests media and their expectations for user experience (UX) are quite different than what we Millennials, Gen X and Baby Boomers are accustomed to seeing.

This infographic from Inc. provides some great insights into Gen Z and their way of thinking. Here are a few interesting stats and key characteristics to keep in mind:

• Gen Z are future-focused realists.
• 72% of high school students aspire to be entrepreneurs.
• 52% use YouTube or social media for research assignments.
• Instagram use is on the rise while Facebook use is declining for this generation.
• Visual content wins.

So what does all this mean to #highered? How can we stay competitive in a highly saturated, ever-evolving marketplace? More importantly, how do we engage these new generations of students?

The short answer: give them what they want by creating concise and shareable content. Bridge the gap with video.

Video storytelling is quickly becoming imperative to a successful content strategy in our higher ed landscape. Like all digital content, your videos should be brief, meaningful and easy to share.

Keep it brief.

Attention spans are constantly shrinking. Recent data shows that the average American’s attention span is a mere 8 seconds. You have less than 10 seconds to make a connection with your users! This doesn’t mean that we have to cram an entire website’s worth of information into a 10-second video clip. It means that we have to spend more time carefully crafting a clear and concise message that matters. Every word counts. Literally.

Make a connection.

Your video should establish a meaningful connection between your brand and your users. We can artfully piece together eloquent words and beautiful photos, but video captures emotion in a way that letters and pictures alone simply cannot. There is something truly authentic about a student or alumni sharing their experiences on film. The genuine feeling of authenticity associated with video can’t be forced (though it may, at times, be scripted) – it’s inherent to the medium.

Share the love.

A well-crafted video is worth sharing. Your users – current students, prospective students, faculty, staff and alumni – should feel empowered to share your message because it resonates with them. Give your video content the potential to “go viral”by keeping it unique and easy to share. Check out one of our recent blogs on making the most of your YouTube channel for more tips!

How are you using video?

Visual content gets 84 percent more views, 94 percent more clicks and 40 times the amount of shares that text-only content generates. The ROI speaks for itself. How is your institution implementing video in its content strategy? Share your stories by commenting below!