Gen Z Myths Debunked: Engaging the TikTok Generation (for more than 8 seconds)
StoryTiling Co-Founder and Chief Scientist, Aliaa Remtilla debunks common myths about Gen Z's attention span, and offers innovative strategies for engaging the TikTok generation in meaningful ways.
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Stereotypes about Gen Z abound. And for those of us in Gen Y (Millenials) and older, it’s not always clear what’s true and what isn’t.
Gen Z is the TikTok generation. Born between 1997 and 2012, they grew up with the internet, and have had smart phones in their hands since they were children. There are some facts that we know to be true about this generation.
Gen Z love video. 74% use TikTok as a search platform - and 51% prefer it to Google. Source.
Gen Z love YouTube (not just TikTok). 75% of use YouTube at least once a day…and only 2% do NOT use YouTube at least once a month Source.
Gen Z love short form content. YouTube videos between 7-11 minutes in length perform best. And 21-34 seconds is the optimal length of a Tiktok video
Fake data was published saying that human attention spans are less than that of a goldfish!
So you can see how everyone easily believed it when fake data was published, saying that human attention spans have reduced so much…thanks to social media…that they now last just 8 seconds - less than that of a goldfish!
Where did this myth come about? Is there any truth to this general idea of fleeting attention spans getting worse as a result of TikTok and social media? How DO we get Gen Z’s attention? And what does this all mean for HR - particularly for those in the Early Careers space?
Let’s dig into it!
Busting the Myth: The Truth Behind the 8-Second Attention Span
In 2015, this new statistic about 8-second attention spans took the internet by storm. Reputable organizations like Time, The Independent, and the New York Times quoted it. The NBA even considered shortening their games to keep audiences engaged!
At the time, the statistic was said to have come from Microsoft’s Advertising department. The department had, indeed, conducted a survey of 1,200 Canadians about their internet habits.
But the infamous statistic wasn't actually born from this study. Instead, an employee at Microsoft Ads had plucked it from a website known as Statistics Brain, a site trying to seem like an academic resource while really just trying to get ‘clicks’ for SEO.
A BBC journalist was one (of many) who simply didn’t believe it. And posted an article that challenged Statistics Brain to substantiate its claim.
Turns out, Statistics Brain cited two sources for the 8-second claim. One was an analytics report from 2008 about 25 (yes…25!!) people who quickly left websites they didn't like (no data at all to justify the 8 second number). The other source was simply false.
So…we all have attention spans longer than 8 seconds. Phew.
But surely social media has changed the game?
Understanding the addictive nature of Social Media & its impact on Gen Z
One of the things about social media, is that while the content is offered in short, bite sized pieces, the way we consume it makes it addictive.
The way we consume social media makes it addictive.
The apps are designed to keep us there - and they’re good at it. 58% of Gen Zers spend 4 or more hours on social media per day (vs only 18% of the rest of the adult population) Source.
Social media is not just fun; it's scientifically addictive. Every funny video or cool post we see gives us a little burst of dopamine, a neurotransmitter associated with pleasure and reward in the brain. It's like getting a mini-reward every few seconds, and who doesn't love rewards?
So we enter a cycle of reward-seeking behaviour and continuously scroll to see what might come next. Since there’s a never-ending stream of content, it’s difficult for us to disengage. And since our brains quickly get accustomed to the dopamine levels we’re at, we develop a growing dependency on the dopamine hits that social media platforms provide.
The Science Behind Capturing Attention: Triggering our Happiness Hormones
Grab (and keep) attention by triggering all the ‘happiness hormones’!
So, how do you grab someone's attention in a world full of endless scrolls and dopamine hits? Let’s say you have a new Gen Z hire whose attention you really want to capture. Or a Gen Z employee who you want to integrate into the company’s culture (without using TikTok…)
You mix it up by triggering not just dopamine but also other hormones and neurotransmitters like oxytocin, serotonin, and endorphins. Each of these plays a unique role in triggering emotions - and hence driving behaviours:
Dopamine: Triggered by the anticipation of a reward, dopamine can be stimulated by setting and achieving new goals or engaging in novel activities that challenge the brain.
Serotonin: Associated with the sense of pride and status, serotonin can be increased by social recognition and engaging in activities that foster a sense of accomplishment and confidence.
Oxytocin: Released through social bonding, oxytocin can be stimulated by building trust in relationships through acts of kindness, giving or receiving support, and positive physical contact.
Endorphins: Acting as natural pain relief, endorphins can be boosted by activities that cause laughter or that involve physical exertion, which can help in coping with physical discomfort.
The Neurochemical Magic of Storytelling: How Narratives Trigger Happiness Hormones
Storytelling is one of the most effective ways to capture and hold our attention. A story releases dopamine when it piques your attention with a hook, suspense or a twist. Stories and messages that are vulnerable and honest trigger oxytocin, which helps the audience to empathise with the characters. And the emotional moments that lead to laughter and tears produce endorphins. Storytelling activates so many different parts of our brain, that when we hear a good story, we experience a state of immersion, where we're so captivated that we forget our surroundings.
Gen Z does read…and binge watch TV
Stories are so addictive that 73% of people have binge-watched a TV show - meaning they’ve watched 5 hours of (long form) content in a single sitting. And in the US and the UK, book sales have soared, with young-adult fiction experiencing a 30.7 percent increase in the US. So Gen Z does read…and watch regular TV.
The key to capturing and maintaining attention in today's fast-paced, digital world isn't about catering to supposedly short attention spans. It's about understanding what truly engages us – storytelling, deep dives into interesting topics, and content that resonates on a personal level.
Practical Insights: Actionable HR Strategies for Engaging Gen Z
What does this all mean for HR? The key to engaging today's workforce, especially the younger generation, lies in understanding and leveraging the dynamics of social media engagement.
By tapping into the power of hormones like dopamine, oxytocin, serotonin, and endorphins, and by employing tactics like storytelling and unexpected rewards, HR can create a more engaging, fulfilling, and ultimately productive workplace.
Here are some ideas of ‘how’:
Personalized Video Greetings for New Hires: Creating personalized video messages for new employees can be a powerful way to trigger a dopamine rush, providing a sense of excitement and reward. Including a video of their boss personally acknowledging a new employee's potential is a powerful serotonin boost. Incorporating storytelling in these videos, such as sharing the company's history, values, or messages from team members, can make the experience more engaging and memorable, fostering a sense of belonging and connection.
Team-Building Activities and Social Events: Organizing team-building activities or social events can stimulate oxytocin, which is associated with bonding and social connections. Storytelling can be integrated here by having team members share personal stories or experiences that align with company values or by creating narrative-based team challenges that require collaboration and communication.
Recognition Programs for Employee Achievements: Implementing recognition programs that celebrate employee milestones, achievements, or contributions can boost serotonin levels, often linked to feelings of well-being and satisfaction at work. Storytelling can be used to highlight the journey of the employees, their impact on the company, and how their work aligns with the broader goals and vision of the organization. This approach not only acknowledges their achievements but also strengthens their emotional connection to the company and its mission.
Receiving a personalized video is engaging, memorable and creates a sense of belonging
These are all strategies that create excitement with unexpected rewards. The unexpected ‘gift’ triggers a dopamine rush that captures attention. Feeling an increasing connection with team members releases oxytocin. The reminder of how awesome the company and their colleagues think they are releases serotonin. And the emotions they feel triggers endorphins.
StoryTiling triggers all the hormones
This is why, at StoryTiling, we’re bullish on our personalized video product as the best way to engage Gen Z - especially in that looooong period between job offer and their first day on the job. When a new employee receives a personalized video – maybe about the company, its values, or a welcome message from their new team – it's more than just information. It's an experience. It's engaging, memorable, and it creates a sense of belonging.
And it proves that our attention span is MUCH longer than 8 seconds.