Gen Z

Emily Copeland, ARN, Christian Schalt, RTL Radio, Steve Ahern , RadioInfo, Deutschland, Media Prima

On targeting Gen Z :

AI helps to transcript podcast episodes, find the right keywords and is better at targeting younger people.

How media prima is connecting with younger audiences:

Multiple digital social platforms curate different content from 5 platforms where these platforms cater to 33 million of the population. Being able to do multiple things on an app and by getting into different aspects of the app to be able to connect with the Gen Z audiences.

Shifting from listening to FM and getting into social media , they have transcended into watching radio for the Gen Z. Only once the audience start owning cars and getting older do they actually start listening to radio.

Radio makes great Tik Tok content. On a New Zealand station a Tik Tok had gotten viral, segment with humor like things are really popular. Strategies are sought to increase brand awareness via content creators on radio, which are not necessarily social media influencers.

AI can curate content that is not connected to editorial content alone. You get recommendations from video on demand, integrating these different channels will help increase media consumption across platforms.

How can AI help to remove similar categories rising from algorithms that do not really match our needs for content:

Needing consumption data to do that and looking at what similar people listen and watch. Radio and podcast drawbacks do not have context to the content, AI can help transcribe the audio and give more content. 

A suggestion for radio stations would be not displaying the title, share more details on the podcast while describing them. Need a compelling amount of data to make an effective algorithm to suggest accurate recommendations. 

Tik Tok users are more active at night so we need to adjust accordingly by posting at night and for YouTube as more older audience posting content on afternoon will get a leeway. Secret to catering to night time audiences in Malaysia. Malay race determined by prayer time, should be after it. Test measure and tweak by looking at the data. What content they are reacting to, while being conscious not being only relying on data

People needed to shift to young content creators style of using fast cuts, tv production are also shifting because of that. Instagram is the biggest driver of trial usage of audience for audio consumption.

Talents posting are real people, they see if there is a real person. Brands get pushed down because it is seen as spam and be pushed down the SEO curve, by humanizing. It can help by using a talent it is preferred more.

Magazine brands got hit by Facebook algorithms. It was great for audio but very bad for magazine brands. Many want to consume content on their own apps but difficult on pure platforms.

On young audience are being driven to streaming than radio?

Social media having links is driving where the audience are spending time next. If you are having clicks it needs to be streaming and radio station. It can grow exponentially from the present 10%, as the current gen z share things based on being knowledge intrinsic of the content they are sharing


Social media is important but they are audio creators and has great potential for marketing audio and to monetise while bringing them back to your personal platforms.

Offer something very compelling that makes it stand out, think about exclusive content strategy for their platforms.

Need real talents with the gravitas in their voice and the originality they had since the last 15 years will bring them back.

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