The Shift to Long-Form Content: Gen Z’s Desire for Depth and Authenticity

The Rise of Authenticity in the Age of TikTok

Amid the pandemic, TikTok exploded onto the scene with a flood of raw, no-frills content. Users shared unfiltered glimpses of everyday life which captivated millions with laid-back authenticity. Authenticity at the time was more about the rawness of these visuals than the meaning behind them.

However, as we approached the end of 2023, this reliance on short, fast-paced content, combined with an oversaturation of so-called "performative authenticity," began to feel hollow. The ever-engaged Gen Z audience started to seek something deeper, more meaningful. The cultural climate had changed, and so had the digital landscape.

From Fleeting Trends to Long-Form Engagement

To fully understand Gen Z’s growing appetite for longer, more substantial content, it’s crucial to consider two major influences: the flattening of culture and the overall well-being and mental health of this generation.

In the current digital landscape, algorithms dominate our content consumption. They push fleeting trends and viral moments, reducing content to something disposable. Gen Z is no longer willing to passively consume algorithm-driven content. Instead, they actively seek content that speaks to their personal interests and subcultures. This shift moves us from engagement-centric feeds, where the goal was sheer volume, to interest-based content designed for niche communities. These smaller, more defined groups provide a space for deeper, more meaningful engagement, far removed from the fleeting trends that often dominate social media.

Premium, Long-Form Content Takes Center Stage

As the “chronically online” generation, Gen Z is now embracing long-form, highly produced content. They're looking for immersive experiences, ones that offer meaningful engagement and emotional connection. This shift is evident in the growing popularity of video podcasts on TikTok, 10-minute TikTok vlogs, and YouTubers investing in high-end production for internet series.

We’re witnessing a collective move away from short-form, viral content towards more thoughtfully curated experiences. Creators are now focusing on series-based storytelling and high-quality production values, allowing for more personal, emotionally resonant narratives. This trend reflects a desire for connection and depth that short-form content simply can’t satisfy.

The Role of Subcultures and Niche Communities

Niche communities are becoming increasingly important for Gen Z. These spaces allow for genuine connection and engagement, aligning more with personal interests rather than the viral, transient nature of mass trends. This trend is also compounded by political, economic and environmental pressures, as well as Gen Z’s lack of "third spaces," those public areas outside of work and home where people can connect. In a world without these physical outlets, the digital realm becomes even more critical for fostering a sense of belonging.

This is where long-form content steps in. It offers the depth and emotional connection that Gen Z is yearning for — something they often feel is missing from their lives. Whether it’s through podcasts, longer vlogs, or episodic series, long-form content allows this generation to escape, reflect and connect emotionally.

What This Means for Brands: How to Stay Ahead

For brands looking to capture the attention of Gen Z, the key is to lean into this shift. Gen Z values storytelling that creates a deep emotional connection. Brands must go beyond surface-level promotion and instead collaborate with creators who can deliver content that aligns with the values and interests of this generation.

By investing in high-quality, long-form content, whether it’s through podcasts, documentaries or episodic series, brands can foster meaningful connections. It’s about building an ecosystem that spans multiple platforms, creating a cohesive narrative that resonates across different types of content.

As algorithms begin to shift to accommodate the growing demand for personalized, interest-based content, brands that invest in this trend will be poised to win the attention of a generation that’s increasingly hungry for depth, authenticity and meaning.

Amber Ledrin is senior creative strategist at Buttermilk, a full-service influencer agency that handles everything from strategy to campaign execution and reporting.