Media literacy is defined as the ability to critically access, analyse, evaluate, and create media messages in a variety of contexts. It’s all about how we connect with and understand one another through media, and in today’s blog, Lauren from our editorial team takes a look at how we use these skills to connect with teenagers on socials.
Digital-first
It will come as no surprise to anyone that media literacy in Gen Z centres heavily on the fact we live in a digital-first world. Teenagers are being constantly bombarded with information from multiple media platforms; mainly, social media. Fake news is on the rise, and misinformation can be hard to spot (and even harder to recover from).
This constant exposure means your comms strategy needs to be intentional, authentic and stand out. We have some tips to help ensure your messaging is clear and genuine across social media channels, and whichever other platforms you use to share information about your brand.
AI: Avoid, avoid, avoid
Now, we know that sounds harsh - don’t teenagers use AI-driven platforms and services like ChatGPT or Duolingo? Yes, they do. Those things have their place and are great when used the right way.
We’re talking about AI in social media, or anything AI generated being heavily used throughout your messaging. Videos of people, places and voices generated by AI are getting harder to spot, but right now, the look and feel of these videos is jarring in a feed populated with real-life influencers sharing every detail about their lives.
In a world of high-exposure, teenagers value vulnerability and authenticity over overly curated content, and are slow to trust accounts that use AI generated content. Steer clear.
‘Reel’ me in
You already know what we’re going to say - short form content is the way to go. Young people engage mostly on TikTok and Instagram, with 57% of Gen Z preferring short videos to learn about products and services. Whatever it is you’re trying to sell to Gen Z, you need to make short form video a part of your social strategy if you haven’t already.
This can feel daunting at times, especially if this is something your team has never even considered. It can feel awkward and clunky at first, but with CapCut and some good social media training under your belt, it doesn’t have to stay that way (our social media agency soda. can also make it a little easier…).
Looking for some inspo? Look no further than our very own Instagram and TikTok pages.
Speak to their values
Teenagers are increasingly socially conscious, and care more and more about the purpose behind your brand. Speak to this: showcase how you are impacting the world in a positive way, and highlight causes you support that push for inclusion and equity.
Be careful here, though: teenagers are also incredibly good at spotting inauthenticity and virtue signalling (a.k.a ‘woke-washing’). Make sure the things you stand for and your positive impact is genuine, or you will risk the dreaded ‘cancellation’.
Platform-specific literacy
Different platforms have different ‘languages’ - the content you want to share on TikTok will differ from content shared on other platforms like Instagram, Reddit or LinkedIn.
While it can be easy to reuse content, captions or even tone-of-voice across multiple platforms, you’re limiting yourself here: make sure your content fits the platform you’re using. For example - if you’re hoping to connect with Gen Z on TikTok, you need to be jumping on trends as they happen and keeping a finger on the pulse.
The power of the influencers
We’d recommend collaborating and partnering with influencers. Teens tend to trust their favourite creators over brands, so finding influencers that align with your brand message and partnering with them to share honest and authentic content that not only aligns with your brand, but theirs, will demonstrate you are a brand that can be trusted.
If you need some help with your influencer partnerships, get in touch with megan@sodaagency.co.uk.
For more help with your social strategy, head over to sodaagency.co.uk and say hello!
