The media landscape has evolved dramatically in the past decade, especially when it comes to engaging younger audiences. Gen Z, the demographic born between the mid-1990s and early 2010s, is reshaping the way news and content are consumed. They are highly digital, with social media platforms like YouTube, TikTok, and Instagram becoming their go-to sources for information and entertainment. Amid this shift, USA Today has managed to carve out a successful niche among Gen Z through its innovative social video strategy.
According to new data from Tubular Labs, USA Today ranks as the third most popular media outlet for Gen Z in the news and politics category, specifically targeting 13- to 24-year-olds on YouTube and Facebook. What makes this even more impressive is that USA Today, a traditional newspaper, is outpacing other legacy media brands in this critical demographic. This achievement underscores the importance of evolving to meet the needs of digital-first consumers, and USA Today’s approach offers valuable insights for other media outlets trying to stay relevant in the age of social media.
The Data: USA Today’s Rise Among Gen Z Viewers
According to Tubular Labs, a leading social video analytics firm, USA Today is ranked third among media outlets in the news and politics category for Gen Z viewers (ages 13-24) on YouTube and Facebook. This puts the brand just behind Inside Edition and ABC News. USA Today has established itself as the top legacy newspaper brand in this category, which is a significant accomplishment considering the crowded digital media environment.
What’s particularly striking is the contrast in audience reach between Gen Z and older generations. USA Today ranks 20th in the same category when all age groups are considered. This highlights the unique success the brand has found with younger audiences, making them stand out from the competition. In August, the brand saw a 60% increase in unique Gen Z viewers month-over-month, demonstrating the growing traction it is gaining with this age group.
While long-form content such as Vice President Kamala Harris’ speech at the Democratic National Convention performed well, it was USA Today’s short-form, quick-watch videos on Facebook that significantly contributed to this growth. These fun, easily digestible clips, such as the German Navy playing Star Wars music or an ostrich escaping in South Dakota, resonated strongly with young viewers, aligning with the fast-paced content consumption habits of Gen Z.
Understanding Gen Z’s Media Consumption Habits
To fully appreciate USA Today’s success, it’s important to understand what sets Gen Z apart from older generations in terms of media consumption. Unlike Millennials, Baby Boomers, or Gen X, Gen Z has grown up with smartphones, social media, and a constant stream of digital content at their fingertips. This has shaped their preferences for media:
1. Visual and Interactive: Gen Z favors video content over text. Platforms like YouTube, TikTok, and Instagram have mastered the art of short, engaging video formats that cater to short attention spans.
2. Quick and Easy: Quick, snackable content is key. Gen Z loves brief, entertaining clips that deliver value or entertainment in a short time, often under 60 seconds.
3. Entertainment Meets Information: They appreciate when news or educational content is presented in a fun and engaging way. This demographic is savvy and skeptical but enjoys learning about current events when it feels less like traditional news and more like entertainment.
4. Authenticity: They prioritize authentic, raw, and relatable content over polished or overly produced material. They’re drawn to brands and media outlets that engage them in a genuine, conversational tone.
USA Today’s short-form videos, which focus on quirky, fun moments like viral animal stories, have managed to blend entertainment and news seamlessly, making them a natural fit for this age group.
The Role of Social Platforms in USA Today’s Strategy
Two platforms, YouTube and Facebook, have been pivotal to USA Today’s Gen Z success. Both platforms are incredibly popular with younger audiences, particularly YouTube, which is the second most visited site globally. YouTube’s long-standing dominance in video content, combined with its powerful algorithm and Gen Z’s preference for video, make it the ideal platform for media outlets looking to engage this audience.
Facebook, despite being more popular with older demographics, has managed to maintain a foothold with Gen Z through its video features and Instagram’s integration. USA Today’s short-form videos thrive here because of Facebook’s autoplay feature and algorithm, which surface entertaining, shareable clips to users based on their interests. The fun and lighthearted nature of many of USA Today’s viral clips, like the Star Wars-playing Navy or the escape-artist ostrich, make them ideal for the type of passive viewing that Facebook encourages.
Additionally, YouTube offers a space for USA Today to present more substantial, long-form content. A prime example is Vice President Harris’ DNC speech, which generated significant engagement. These types of content still resonate with Gen Z, especially when they cover important political or social issues. However, it’s the balance of both short-form viral content and impactful long-form pieces that has allowed USA Today to capture the attention of younger viewers effectively.
Why Short-Form Content Works
Short-form content is the perfect medium for reaching Gen Z. The average attention span of this demographic is shorter than previous generations, and they’ve been trained by platforms like TikTok, YouTube Shorts, and Instagram Reels to expect instant gratification.
USA Today’s emphasis on producing short, engaging, and often humorous content taps into this trend. Viral clips involving animals or unexpected moments—like the German Navy’s rendition of Star Wars—are highly shareable and fit well with Gen Z’s preference for light, feel-good content in between heavier, more serious news stories.
This strategic shift toward bite-sized content not only grabs their attention but also encourages sharing and interaction, key components in growing a loyal Gen Z audience. It’s about delivering entertainment with just enough informational value to keep young viewers coming back for more.
The Takeaway for Media Brands
USA Today’s success story provides critical lessons for other media brands looking to capture Gen Z’s attention:
1. Diversify Content Formats: Offering a variety of formats, from quick, shareable videos to in-depth long-form content, ensures you engage different facets of Gen Z’s interests.
2. Lean Into Entertainment: Fun, quirky, and viral content works. While serious news will always have its place, media outlets shouldn’t shy away from lighter, more entertaining pieces that can boost viewer engagement.
3. Focus on Social Platforms: Leverage platforms like YouTube and Facebook to share tailored content that appeals to younger audiences. Embrace algorithms, autoplay, and video-centric strategies to increase visibility.
4. Adapt to Short Attention Spans: Quick, engaging videos that immediately capture attention are crucial. This doesn’t mean sacrificing quality, but rather rethinking how news stories are packaged and delivered.
Ultimately, USA Today’s success in engaging Gen Z stems from its ability to understand this audience and adapt its content strategy accordingly. By leaning into short-form video, mixing entertainment with information, and utilizing key social platforms, the brand has set an example for how legacy media can thrive in the digital age. Other outlets hoping to capture Gen Z’s attention should take note of USA Today’s approach and consider how they too can innovate their content strategy to stay relevant in an increasingly video-driven world.