VisualGPS Creative Trends Culture Generation V: Gen Z in Video

Gen Z’s relationship with tech more than functional—it’s emotional, expressive, and deeply visual. Nearly 90% of people have a creative or physical hobby, and for Gen Z specifically, these activities are critical to maintaining their mental health. Over 80% of Gen Z says creative expression is vital to their wellbeing.

Gen Z and Millennials are the most common age groups seen in videos chosen by brands we work with, with Gen Z featured in 43%. They’re frequently shown using smartphones and computers, usually alone and in bright, tech‑forward settings—highlighting their affinity for technology. But these depictions rarely capture the full picture of who they are and what they value. 

Yes, the vibe of these videos skew warm and relatable, and is certainly a step up from the cooler, stiffer‑feeling visuals often used for older generations. But what's still missing? Perspective and personality.

Expression is only seen through the subject themselves, through clothing choices or personal aesthetic. However, we know that using technology offers a unique opportunity to go beyond personal style when it comes to self‑expression: It seeps into the interface of the technology itself.

That doesn’t mean Gen Z avoids playfulness! Virtual reality (VR) and augmented reality (AR) filters like ones found on Snapchat or Instagram are the most popular interactive content among Gen Z but only for personalization and fun.¹ The key difference is intentionality. They want these tools to enhance their creativity, not erase their humanity.

This creativity can often emerge in online tech behaviors. Whether it’s a custom emoji reaction, a personalized app theme, or a Bitmoji outfit, Gen Z is fluent in designing digital spaces that feel like them. Even their social feed, often full of tutorial or how‑tos, niche memes, or moodboard‑like posts, speak to the visual identity of their hobbies and subcultures.

Consider how the sleek aesthetic and bright lighting aspirational content of a fitness or lifestyle influencer differs from the charming but shabby chic workshop of an at‑home craft enthusiast, or the warm, rustic tones of a historian’s social media posts. These micro‑aesthetics are what Gen Z connects with, because they reflect who they are and what they care about.

To meet Gen Z’s expectations, brands must go beyond broad generational tropes and lean into hyper‑personalized storytelling.  Here’s how:

• Design around hobbies, interests, and aesthetics rather than age or location.
• Include interactive, expressive effects: From emoji reactions and 2D graphics to screen overlays and chat‑style text.
• Show what’s on screen: What they’re watching, sending, feeling.
• Don’t over‑edit. Embrace lo‑fi visuals and small imperfections that make content feel real.

The goal is to celebrate, not sanitize, Gen Z’s identity. That might mean visual content that looks more like a niche Tumblr page or a chaotic TikTok than a polished ad campaign. That’s a good thing. Gen Z doesn’t want to be spoken for, they want to co‑create.

In a world overloaded with content, brands that stand out won’t just produce for Gen Z. They’ll create with them.

Sources
[1] Attest