Jo Edwards, Senior Director and Richard Croxford, Senior Copywriter
We’ve been thinking about what the most effective marketing strategy for Gen-Z was and whether you, our clients, could capitalise on it.
Our team are from all backgrounds and age groups, but plenty of them fall into the Gen-Z category and, of those we spoke to, they agreed that no marketing strategy was complete without the integration of video and podcasting.
This sparked a conversation between two experts.
- Jo, our Senior Director, who has been behind multiple high-impact video marketing strategies in her (over 25 year career).
- Richard, a Gen-Z member and someone who has been intimately involved in developing and producing podcasts for our clients.
Here’s their perspectives on both strategies and why they work…
Jo’s perspective: Video marketing works for Gen-Z
Jo, our Senior Director, spoke at a conference last year about marketing to Gen-Z (those born between 1997 and 2012).
In that talk, she said that Gen-Z marketing strategies are different to any other work we do.
“Unlike other generations, Gen-Z has grown up with endless content options at their fingertips, which means their attention spans are short, but their expectations are high.
“They gravitate toward bite-sized content, flashy and entertaining videos that are easily digestible.
“They’re also fiercely independent, meaning traditional ads often fall flat—if they don’t skip them altogether.”
To reach Gen-Z effectively, Jo believes video allows brands to show up where this generation already spends their time – on platforms like TikTok, Instagram, and YouTube – and speak their language in a way that feels authentic.
“I think a key thing here is that video is the best option for visual storytelling.
“Videos are dynamic. They can grab you in seconds, deliver a clear message, and make an emotional impact which is great from a marketing perspective.”
She highlights how video encourages interaction through likes, comments, shares, and recreating trends.
“That’s because video is interactive – you’re not just watching – you’re engaging, whether it’s through likes, comments, shares, or even recreating a trend yourself.”
Another key strength of video is its analytics.
“You can track views, watch time, clicks, and engagement in real time. This is essential when it comes to converting views into leads.”
However, Jo acknowledges some limitations of video.
“Creating high-quality video content consistently can be resource-intensive, and it doesn’t suit every message. Plus, with so much competition, your videos need to stand out to capture attention.”
Richard’s perspective: Why podcasts are great for Gen-Z
Richard is also a firm believer video but has done far more work in the world of podcasting.
He’s also a proud member of Gen-Z, having been born in 1999.
“Gen-Z has grown up with the internet, phones, etc., which admittedly has made attention spans shorter.
“However, I also think my generation is far more likely to use their time multi-tasking – which isn’t as common in our older peers.
“We’ll quite happily listen to a three-hour podcast whilst at the gym, on the commute, or even through our earphones at work.”
For Richard, podcasts are a great tool for brand-building because they create a sense of intimacy.
“When someone’s listening to a podcast, especially over an extended period, it’s like they’re having a conversation with the host. That connection builds trust – and trust is priceless when it comes to marketing and developing a brand.”
He also highlights the depth and authenticity podcasts can offer.
“Gen-Z wants entertaining content, as Jo mentioned, but they also value substance.
“Podcasts are perfect for discussing topics in detail, offering advice, or even showcasing the human side of a brand through interviews or storytelling.
“Equally, from an ads perspective, when you’re listening to a podcast that you particularly vibe with, and a brand is in an advertising partnership with them, it feels as though they share the same values that you do. That’s a massive advantage from a marketing perspective.”
However, Richard acknowledges some challenges.
“Unlike videos that pop up on your TikTok feed or autoplay on Instagram, podcasts require deliberate effort to find and listen to.
“That’s a barrier to entry for a generation that’s used to content finding them, not the other way around.”
That said, Richard sees the long-form nature of podcasts as a strength.
“Listeners don’t skip a podcast ad if it feels like an extension of the show. It’s subtle and often personalised, which makes it more effective.”
A multi-channel approach: Combining video and podcasts
Jo and Richard agree that the two work best together as part of a multi-channel marketing strategy.
Video is undeniably powerful for capturing immediate attention, creating viral moments, and delivering high-impact messages.
Meanwhile, podcasts offer a unique opportunity to build trust, grow deeper connections, and reach Gen-Z in those moments when they’re most receptive to long-form content.
So, why wouldn’t you use them together as part of an integrated marketing strategy?
By combining video and podcasts, you can play to the strengths of each.
Short, engaging videos can grab attention, while podcasts allow for deeper engagement and brand-building over time.
Video and podcasts shouldn’t be in competition – they’re complementary.
Together, they can help you reach your audience in the spaces they frequent, whether they’re scrolling through Instagram or tuning in during their morning commute.
Want to use video to captivate your audience? Email Jo.edwards@je-consulting.co.uk.
Thinking about launching a podcast? Email Richard.croxford@je-consulting.co.uk.
Looking for a full multi-channel marketing strategy? Get in touch with the JE Consulting team.
