"Rejuvenating" journalism to attract Gen Z

Generation Z (Gen Z) is becoming one of the largest media consumers today. In the context of increasingly developing digital media, the public in general and Gen Z in particular require newspapers to innovate in content quality and integrate multimedia to bring a fully engaging experience.

With the desire to provide useful information about building and developing readership attraction strategies of press agencies, on June 17, VietnamPlus Electronic Newspaper (VNA) organized a seminar on "Press attracts Gen Z with creative content".

The program has the participation of many experts in the field of journalism and communication training; technology experts; leaders, reporters of press agencies and many Gen Z young people.

Innovation in journalism production - a vital requirement to attract readers

According to a survey by Statista - a global business data and information platform, 50% of Gen Z gets their news from social media every day and only uses mobile phones to get their news. They create daily digital consumption habits when accessing news. Generation Z is becoming one of the largest media consumer groups today.

Editor-in-Chief of VietnamPlus Electronic Newspaper Tran Tien Duan shared: "Readers in general and Gen Z in particular have increasingly stricter requirements for content quality and new and attractive multimedia experiences."

Editor-in-Chief of VietnamPlus Electronic Newspaper Tran Tien Duan said that the development of new technology platforms and social networks has posed challenges for press agencies.

Mr. Tran Tien Duan informed that the results of a recent survey by VietnamPlus Electronic Newspaper (with 764 young people participating in the survey) clearly showed that 83.9% of Gen Z accessed information in the digital space via smartphones. Meanwhile, only 12% of the survey participants accessed information via computers. The rest accessed information via tablets.

The areas Gen Z prefers to learn about in digital space are: society (66.8%), culture (66%); life (63.6%); travel (40.7%), personal development (56.2%); love, family affection (50%).

Notably, 78.4% of Gen Z respondents have a need to receive information via video . This type of information transmission is of primary interest to the younger generation. In addition, 67.8% of young readers have a need to receive information via images; 64.7% learn through short articles; 28.8% through multimedia products; 27.5% through Podcasts and 23.8% through graphics.

Proactively capturing trends, applying advanced technology, and innovating in content production and distribution to attract a diverse audience has become a vital requirement.

Editor-in-Chief of VietnamPlus Electronic Newspaper Tran Tien Duan

"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 Editor-in-Chief of VietnamPlus Electronic Newspaper Tran Tien Duan.

Newspaper publishers are facing a major challenge from declining traffic from traditional platforms and are having to shift their focus to direct channels or new platforms. On the other hand, Generation Z prefers to consume media products that are fast, frequent, short, and direct. While they are interested in news, this audience tends to focus primarily on topics that interest them.

Notably, 78.4% of Gen Z respondents have a need to receive information via video. This type of information transmission is of primary interest to the younger generation. In addition, 67.8% of young readers have a need to receive information via images; 64.7% learn through short articles; 28.8% through multimedia products; 27.5% through Podcasts and 23.8% through graphics.

Recognizing the difficulties of the press in reaching the Gen Z audience, journalist Tran Ngoc Long, Head of Communications and Multimedia Department of VietnamPlus Electronic Newspaper, said: "Traditional press mainly focuses on text-based reporting. Although powerful, this form often has difficulty in 'holding' the attention of viewers in today's world full of visual stimulation."

Journalist Tran Ngoc Long, Head of Communications and Multimedia Department of VietnamPlus Electronic Newspaper, shared that traditional press is having difficulty "retaining" the attention of viewers.

Nic Newman’s research in Journalism, Media, and Technology Trends and Predictions 2024 shows that video-based platforms are changing the way media is communicated. Short, visual content is taking over. Social media is taking up a large portion of young people’s time, while traditional channels like newspapers and television are losing their influence.

To attract Gen Z to receive information through mainstream media, according to journalist Tran Ngoc Long, it is necessary to understand the preferences of this target group. "Gen Z prefers visual, interactive, and multi-platform forms of journalism over traditional, text-based journalism. They demand more images, interactions, and surprises," Mr. Long added.

Let Gen Z create digital content together

In addition to experts and managers in journalism and media, the seminar "Journalism attracts Gen Z with creative content" also attracted a large number of Gen Z readers to attend.

Trinh Thao My, a first-year student at the Diplomatic Academy, shared: "When approaching a random product on a digital platform, I often use the first 5 seconds to decide whether to stay and continue watching that content or not."

According to Thao My, short, concise, and dramatic content or fast-paced videos are often more attractive than long-form products. "My needs, as well as those of many friends around me, are to listen and watch more than read. In my opinion, press products need to invest more in visuals, focusing on the data of images to attract young readers," Thao My said.

At the seminar, some young people said they prefer to access content through listening and watching rather than reading.

Dr. Vu Tuan Anh, Head of the Department of Communication and Foreign Culture, Diplomatic Academy, commented: Today, Gen Z is the generation that has the most difficulty accessing the press. They receive news but at the same time are also the ones who produce information every day.

Discussing the issue of "What content does Gen Z need in today's cyberspace?", Dr. Vu Tuan Anh said: "The Gen Z public needs personalized content and multi-dimensional interactive products. Instead of just reading news, young people want to experience the news. Therefore, let Gen Z become content creators and participate in the communication process."

In addition, Gen Z also focuses on emotions more than anything else. They are easily attracted to emotional content. The "storytelling" model needs to be promoted to address this need. "There should be a new way of telling stories for young people, especially, we need to take advantage of young human resources to do this because they have more empathy for Gen Z readers than anyone else," Dr. Vu Tuan Anh expressed.

Gen Z needs personalized content and multi-dimensional interactive products. Instead of simply reading news, young people want to experience the news. Therefore, let Gen Z become content creators and participate in the communication process.

Dr. Vu Tuan Anh, Head of the Department of Communication and Foreign Culture, Diplomatic Academy

Sharing the same view, Mr. Bui Cong Duyen, Product Director of ONECMS Convergence Newsroom, NEKO Technology Joint Stock Company analyzed that press agencies should not "copy-paste" content but need to have different ways of telling stories for different platforms.

For example, from the content posted on e-newspapers, press agencies should continue to provide summaries, ask questions for discussion on Facebook/Threads; produce 60-second videos showing the most attractive parts on TikTok/Reels; or delve deeper into the issue through in-depth discussions with experts on Podcasts.

Journalist Thi Uyen shares about the spread of the special information campaign about the Dien Bien Phu Victory.

Emphasizing the importance of innovation in press products, according to journalist Thi Uyen, Nhan Dan Newspaper, a good reading experience does not necessarily come from impressive effects or blue-red colors, but simply that the press needs to bring something new to young readers. And Gen Z likes quality content, as well as having different reading experiences.

Hoping to bring Gen Z closer to mainstream newspapers, Master Nguyen Van Hao, lecturer at the Institute of Journalism and Communication, Academy of Journalism and Propaganda, has proposed a number of solutions to change the information reception habits of this public group.

"In addition to producing fast, short, intuitive and personalized content, press products need to be conversational to attract readers. In addition, it is possible to select and use 'Gen Z language' so that young people can easily receive the content without losing the inherent accuracy of journalism", Master Nguyen Van Hao added.

NGOC KHANH

Source: https://nhandan.vn/tre-hoa-bao-chi-de-thu-hut-gen-z-post887500.html