From ‘GRWM’ to ‘BTS’: Why SMBs Must Embrace Authentic, Story-Driven Video to Connect with Gen Z and Millennials
iStock has released new insights about video content consumption trends among Gen Z and Millennials, revealing important strategies for SMBs to connect with younger audiences. Research from their VisualGPS platform shows that 71% of Gen Z and Millennials enjoy short-form social media videos, while 41% find inspiration in long-form content.
The data highlights that 98% of viewers value authenticity in visual content, with younger audiences particularly drawn to formats like 'Get Ready With Me' (GRWM) and behind-the-scenes (BTS) videos. Entertainment preferences vary by generation, with 50% of Gen Z and 45% of Millennials using video-first platforms for entertainment, compared to 36% of Boomers.
Industry-specific insights reveal that 91% of people view travel as a break from routine, 81% prefer seeing real individuals improving their well-being, and 72% favor video for product demonstrations in retail.
iStock ha pubblicato nuove informazioni sulle tendenze di consumo di contenuti video tra la Generazione Z e i Millennial, rivelando strategie importanti per le PMI per connettersi con un pubblico più giovane. La ricerca dalla loro piattaforma VisualGPS mostra che il 71% di Gen Z e Millennial apprezza i video brevi sui social media, mentre il 41% trova ispirazione nei contenuti più lunghi.
I dati evidenziano che il 98% degli spettatori valuta l'autenticità nei contenuti visivi, con i più giovani particolarmente attratti da formati come 'Get Ready With Me' (GRWM) e video dietro le quinte (BTS). Le preferenze di intrattenimento variano per generazione: il 50% della Gen Z e il 45% dei Millennial utilizzano piattaforme video-first per l'intrattenimento, rispetto al 36% dei Boomers.
Approfondimenti specifici per settore mostrano che il 91% delle persone considera il viaggio una pausa dalla routine, l'81% preferisce vedere persone reali migliorare il proprio benessere, e il 72% predilige i video per le dimostrazioni di prodotto nel retail.
iStock ha compartido nuevos datos sobre las tendencias de consumo de contenido de video entre la Generación Z y los Millennials, revelando estrategias clave para que las pequeñas y medianas empresas conecten con audiencias más jóvenes. La investigación de su plataforma VisualGPS muestra que el 71% de la Gen Z y Millennials disfrutan de videos cortos en redes sociales, mientras que un 41% se inspira en contenido de formato largo.
Los datos destacan que el 98% de los espectadores valoran la autenticidad en el contenido visual, con audiencias jóvenes particularmente atraídas por formatos como 'Get Ready With Me' (GRWM) y videos detrás de cámaras (BTS). Las preferencias de entretenimiento varían según la generación, con el 50% de la Gen Z y el 45% de los Millennials usando plataformas enfocadas en video para entretenimiento, en comparación con el 36% de los Boomers.
Los insights específicos por industria revelan que el 91% de las personas ve el viaje como una pausa en la rutina, el 81% prefiere ver a personas reales mejorando su bienestar, y el 72% prefiere videos para demostraciones de productos en retail.
iStock는 Z세대와 밀레니얼 세대의 동영상 콘텐츠 소비 트렌드에 관한 새로운 인사이트를 공개하며, 중소기업이 젊은 층과 소통할 수 있는 중요한 전략을 제시했습니다. VisualGPS 플랫폼의 연구에 따르면 Z세대와 밀레니얼 세대의 71%가 짧은 형식의 소셜 미디어 영상을 즐기며, 41%는 장시간 콘텐츠에서 영감을 받는 것으로 나타났습니다.
데이터는 98%의 시청자가 시각적 콘텐츠에서 진정성을 중요하게 여긴다고 강조하며, 특히 젊은 층은 'Get Ready With Me'(GRWM)와 비하인드 신(BTS) 영상 같은 형식에 끌립니다. 세대별로 엔터테인먼트 선호도가 다르며, Z세대의 50%와 밀레니얼의 45%가 영상 중심 플랫폼을 엔터테인먼트 목적으로 사용하지만, 베이비붐 세대의 36%에 비해 높은 수치입니다.
산업별 인사이트에 따르면 91%가 여행을 일상의 휴식으로 여기고, 81%는 실제 사람들이 웰빙을 개선하는 모습을 선호하며, 72%는 소매업에서 제품 시연을 위한 영상을 선호합니다.
iStock a publié de nouvelles données sur les tendances de consommation de contenus vidéo chez la Génération Z et les Millennials, révélant des stratégies clés pour les PME afin de toucher un public plus jeune. La recherche de leur plateforme VisualGPS montre que 71 % des Gen Z et Millennials apprécient les vidéos courtes sur les réseaux sociaux, tandis que 41 % trouvent leur inspiration dans les contenus longs.
Les données soulignent que 98 % des spectateurs valorisent l'authenticité dans les contenus visuels, avec une attirance particulière des jeunes pour des formats tels que 'Get Ready With Me' (GRWM) et les vidéos en coulisses (BTS). Les préférences en matière de divertissement varient selon les générations, avec 50 % des Gen Z et 45 % des Millennials utilisant des plateformes axées sur la vidéo pour se divertir, contre 36 % des Boomers.
Les insights sectoriels révèlent que 91 % des personnes considèrent le voyage comme une pause dans la routine, 81 % préfèrent voir de vraies personnes améliorer leur bien-être, et 72 % favorisent la vidéo pour les démonstrations de produits en retail.
iStock hat neue Erkenntnisse über die Trends beim Videokonsum unter der Generation Z und den Millennials veröffentlicht und zeigt wichtige Strategien für kleine und mittlere Unternehmen (KMU) auf, um jüngere Zielgruppen anzusprechen. Forschungen ihrer VisualGPS-Plattform zeigen, dass 71 % der Gen Z und Millennials kurze Social-Media-Videos bevorzugen, während 41 % sich von längeren Inhalten inspirieren lassen.
Die Daten verdeutlichen, dass 98 % der Zuschauer Authentizität in visuellen Inhalten schätzen, wobei jüngere Zielgruppen besonders von Formaten wie 'Get Ready With Me' (GRWM) und Behind-the-Scenes-Videos (BTS) angezogen werden. Die Unterhaltungspräferenzen variieren je nach Generation: 50 % der Gen Z und 45 % der Millennials nutzen videofokussierte Plattformen zur Unterhaltung, im Vergleich zu 36 % der Boomers.
Branchenspezifische Einblicke zeigen, dass 91 % der Menschen Reisen als Auszeit vom Alltag betrachten, 81 % es bevorzugen, echte Menschen bei der Verbesserung ihres Wohlbefindens zu sehen, und 72 % Videos für Produktdemonstrationen im Einzelhandel bevorzugen.
- Strong engagement metrics with 71% of Gen Z and Millennials enjoying short-form videos
- High consumer preference for video content with 98% valuing authentic visuals
- Significant market opportunity in video-first platforms with 50% Gen Z engagement
- None.
A Media Snippet accompanying this announcement is available by clicking on this link.
New insights reveal that younger audiences expect more than ads—they want real stories, honest content, and video formats that feel personal and relatable.
NEW YORK, April 15, 2025 (GLOBE NEWSWIRE) -- iStock, a leading ecommerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, reveals video content continues to dominate the digital landscape, particularly among Gen Z and Millennial consumers, who actively seek content that feels authentic, relatable, and emotionally engaging.
According to visual research from iStock’s VisualGPS platform,
Also, while social platforms like YouTube, TikTok, and Instagram have each shaped the way video is consumed, the core insight remains the same: people want to see content that reflects real life, not overly polished marketing. A staggering
“For SMBs, these approachable video formats can be a game-changer,” says Jacqueline Bourke, Senior Director of Creative at iStock. “You don’t need a big production crew—just a compelling story and the willingness to show what goes on behind the scenes. From carefully packing orders in a shop to prepping fresh ingredients in a café or brainstorming ideas, videos that capture the human side of your business will help build trust and boost engagement.”
Your Business Personality as Your Advantage
iStock’s VisualGPS insights show that younger audiences crave entertainment and personal connection from businesses. Globally, half of Millennials (
According to their video experts, this is an opportunity for SMBs to lean into their brand personality. Whether a small business brand persona is light-hearted and fun, or sleek and premium, video lets businesses show not just what they do—but who they are. For example, a local bakery might film a staff taste test, while a bespoke clothing brand might showcase its craftsmanship through visually rich, slow-motion videos of garments being made.
“Your business story is your superpower,” Bourke adds. “Use video to show what drives you—whether it's solving a customer problem, delivering quality, or building a community.”
Industry-Specific Strategies for Impactful Video
Not all video content performs the same across industries. iStock’s data shows that different sectors should approach storytelling with nuance:
- Travel & Hospitality: With
91% of people globally saying travel helps them break from routine, immersive and real-life destination videos can be powerful tools to drive interest and bookings. - Health & Wellness:
81% of people prefer to see real individuals actively improving their well-being over aspirational imagery. Personal routines, honest stories, and achievable goals resonate more. - Retail & E-commerce:
72% prefer video for product demonstrations. Unboxings, tutorials, and customer testimonials help consumers visualize products in real life—boosting both trust and conversion.
Whether short-form or long-form, educational or entertaining, video allows SMBs to scale their message without needing a blockbuster budget. What matters most is storytelling that feels real, useful, and human.
“With a mix of real content from your customers, your smartphone, and high-quality stock footage, video creation is more accessible than ever,” Bourke concludes. “Video doesn’t just increase visibility—it builds credibility. And that credibility can lead to stronger customer relationships, higher engagement, and real business growth.”
To inspire and elevate your visual marketing strategy with premium, exclusive and affordable videos, visit https://www.istockphoto.com/.
Media contact
Ilse Noguez
Ilse.noguez@gettyimages.com
FAQ
What percentage of Gen Z and Millennials enjoy watching short-form videos on social media?
How many viewers value authenticity in visual content according to iStock's research?
What are the preferred video formats for product demonstrations in retail?
How do different generations use video-first platforms for entertainment?
