Social media is taking up a large portion of young people’s time, while traditional media channels such as newspapers and television are losing their influence. So what should the press do to attract young readers?
That is the content of the discussion "Press attracts Gen Z with creative content" organized by VietnamPlus Electronic Newspaper on June 17 in Hanoi .
Challenge for 'one man band'
According to Editor-in-Chief of VietnamPlus Electronic Newspaper Tran Tien Duan, Generation Z (Gen Z) is a group of technology-savvy readers born in the digital age. “A survey from Statista shows that 50% of Gen Z receive information from social networks every day and only use mobile phones to receive information. They create daily digital consumption habits when accessing news. Gen Z is becoming one of the largest media consumer groups today,” said journalist Tran Tien Duan.
Editor-in-Chief of VietnamPlus Electronic Newspaper Tran Tien Duan. (Photo: Hoai Nam/Vietnam+)
To attract Gen Z, VietnamPlus E-newspaper has many suitable forms of communication, which are in-depth articles with sophisticated data design; creative journalism products such as: Photos, 360 videos ; animated graphics; Rap News, Chatbot, Short videos, Web Stories; Podcast; or currently 3D interactive pages about national historical events while spreading official information on social platforms.
According to journalist Tran Tien Duan, readers in general and Gen Z in particular have increasingly stricter requirements for content quality and new and attractive multimedia experiences.
“The development of new technology platforms and social networks is also posing significant challenges in terms of operating models, competitiveness and maintaining revenue sources for press agencies. Proactively grasping trends, applying advanced technology, and innovating in content production and distribution to attract diverse readers has become a vital requirement,” said Mr. Duan.
Sharing the same view, journalist Tran Ngoc Long, Head of Communications and Multimedia Department of VietnamPlus Electronic Newspaper, said that Gen Z prefers visual, interactive and multi-platform forms of journalism over traditional journalism that is based only on text. They demand more images, interactions and elements of surprise.
Journalist Tran Ngoc Long, Head of Communications and Multimedia Department of VietnamPlus Electronic Newspaper. (Photo: Hoai Nam/Vietnam+)
“Traditional journalism focuses primarily on text-based reporting. While powerful, this format often struggles to hold viewers’ attention in today’s world of visual stimuli,” says journalist Tran Ngoc Long.
According to Mr. Long, multimedia journalists can be considered a "one-man band" because they have to write, film, record, edit, and edit.
“The transition to a multimedia newsroom model requires changes in thinking, organization, skills, equipment and management mechanisms. Managers need to change first, have a multimedia mindset, and need a financial mechanism - royalties commensurate with multimedia products,” journalist Tran Ngoc Long raised the issue.
'Gen Z skims but doesn't read quickly'
In 2024, with the Dien Bien Phu Campaign Panorama supplement, Nhan Dan Newspaper created a "media miracle" by attracting a large number of young readers to line up to receive the printed newspaper, then enthusiastically share the newspaper's content on social networks.
Journalist Thi Uyen, Nhan Dan Newspaper. (Photo: Hoai Nam/Vietnam+)
From that success, journalist Thi Uyen, Nhan Dan Newspaper, believes that Gen Z “skips” quickly but does not read in a hurry. They are a generation with very good education and knowledge, like deep information content, have strong personal views, and have a need for advanced reading. That is why they like printed newspapers.
“I think Gen Z likes quality content and unique reading experiences. A good reading experience does not necessarily have to be impressive effects or red and blue colors, but simply that the press needs to bring something new to young readers,” said journalist Thi Uyen.
Contributing solutions to help the press attract young readers, Dr. Vu Tuan Anh, Head of the Department of Communication and Foreign Culture, Diplomatic Academy, said that the press needs to change its mindset in approaching the public: Reshaping the content and form of expression.
Specifically, it is more intimate, multidimensional and humane, shifting from "information transmitters" to "community builders" so that press products are closer and more friendly to Gen Z.
Dr. Vu Tuan Anh, Head of the Department of Communication and Foreign Culture, Diplomatic Academy. (Photo: Hoai Nam/Vietnam+)
Dr. Vu Tuan Anh believes that journalism training institutions need to cooperate with press and media agencies to create opportunities for students to practice in a professional environment, and to be able to produce practical and creative content right from the first years of study.
“We aim to foster critical thinking, digital ethics and global citizenship with a multi-platform orientation,” said Dr. Vu Tuan Anh.
Regarding this issue, Master Nguyen Van Hao, Institute of Journalism and Communication, Academy of Journalism and Communication, said that unlike previous generations who patiently read long articles on paper or computer screens, Gen Z prefers short videos, animated images, meme expressions, and things that “catch the eye in the first 3 seconds.” They grew up in the world of TikTok, YouTube Shorts, Instagram Reels – where news is no longer text, but a multimedia experience.
Master Nguyen Van Hao, Institute of Journalism and Communication, Academy of Journalism and Communication. (Photo: Hoai Nam/Vietnam+)
Therefore, if journalists want Gen Z to read the newspaper, they need to make them feel like they are being spoken to and not force them to read a lot.
“Journalists need to understand Gen Z more, write as if they are talking to them, create new content with their own unique style, and accompany them as a friend of the same generation,” said Master Nguyen Van Hao.
Specifically, Mr. Hao believes that the press can translate Gen Z language into friendly language (instead of having to write seriously) to make it more accessible to Gen Z without losing accuracy; telling stories with images, sounds, and movements, not just text.
Mr. Bui Cong Duyen, Product Director of ONECMS Convergence Newsroom, NEKO Technology Joint Stock Company. (Photo: Hoai Nam/Vietnam+)
Providing technology solutions, Mr. Bui Cong Duyen, Product Director of ONECMS Convergence Editorial Office, NEKO Technology Joint Stock Company, proposed 3 groups of solutions.
First, create value: Provide answers, guidance, and solutions to young people's problems; provide in-depth analysis through long-form articles and exclusive interviews on topics that Gen Z really cares about; become a trusted source of information to verify fake news.
Second, catch trends and create trends, highly entertaining.
Third, use accessible language. Ditch the "academic" tone and instead use a natural, authentic way of speaking.
In addition, press agencies should not "copy-paste" content but need to have different storytelling methods for different platforms. Specifically, online newspapers should have in-depth, long-form analysis articles, while Facebook/Threads can provide summaries, ask discussion questions; post 60-second videos highlighting the most interesting parts on TikTok/Reels; post in-depth discussions with experts on Podcasts.../.
Scene of the discussion. (Photo: Hoai Nam/Vietnam+)
Speakers and reporters, Gen Z students. (Photo: Hoai Nam/Vietnam+)
A recent survey by VietnamPlus Electronic Newspaper with 764 young people showed that Gen Z accesses information in the digital space via smartphones (83.9%), while computers (desktop and laptop only 12%), the rest are via tablets.
Gen Z's favorite areas in the digital space are: society 66.8%, culture (66%), life (63.6%), travel 40.7%, self-development (56.2%), love, family affection (50%). As for the need to access information, video accounts for (78.4%), images (67.8%), short articles (64.7%), Podcasts (27.5%), multimedia products (28.8%), graphics (23.8%).
(Vietnam+)
Source: https://www.vietnamplus.vn/bao-chi-thu-hut-doc-gia-gen-z-bang-noi-dung-sang-tao-trai-nghiem-doc-moi-la-post1044778.vnp
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