What Gen-Z Considers Entertainment (+ The Formula for Engaging, Short-Form Content) | Michael Vito Valentino of NowThis

Marketing Happy Hour

I sat down with co-host Ally Golden and Michael Vito Valentino, Editor in Chief at NowThis for Episode 2 of the POSSIBLE 2025 conference series. Gen Z is redefining what “entertainment” means in the 21st century. We discuss the serialized content approach Michael and his team are taking at NowThis and how it’s paving the way for brand loyalty with Gen-Z females. Additionally, we explore the evolving role of brand integrations in a crowded landscape and how brands can authentically embed themselves into cultural conversations.

Key Takeaways:

// Niche is the new mainstream. There’s heavy competition in the attention economy and your brand can stand out by identifying niches. Once you have fans, community and trust - you can convert short-term audiences to long-term fans.

// Short-form, repeatable formats with full story arcs is what Gen-Z is craving out of their content. Audiences want consistency and to know what to expect.

// Gen-Z doesn’t hate advertisements. They hate crappy advertisements. Content needs to be as authentic and real as possible by speaking their language and giving them what they want.

// Manufacturing virality is difficult to promise as a part of any campaign. Virality comes from taste, knowing what your audience wants and a consistent approach to authenticity. Learn more about NowThis: Instagram | TikTok

Connect with Michael: LinkedIn | InstagramConnect with Ally: LinkedIn | Instagram

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