Leveraging Video Production to Market to Gen Z and Millennials
Selling sunglasses or any consumer product in today’s crowded market requires more than generic social media posts. The next generation of consumers expect immersive and meaningful experiences, and they overwhelmingly prefer video. A recent State of Video Technology report found that 78 % of consumers want brands to use video more, with 92 % of Gen Z and 84 % of high‑income earners echoing this desireidomoo.com. Video isn’t just a nice‑to‑have; people are 58 % more likely to buy from businesses that use next‑gen videoidomoo.com. For brands targeting Gen Z and Millennials, harnessing professional video production is no longer optional.
This guide updates the original Visionair blog article on marketing strategies for sunglasses by reframing the discussion through the lens of modern video production. It retains the focus on authenticity and sustainability but adds concrete, forward‑thinking video strategies. Each section provides actionable steps rooted in consumer behaviour research and highlights how professional cinematography, drones, and innovative editing can set your content apart.
Why Video Matters in 2025
Video dominates the digital landscape. 91.8 % of internet users watch digital videos weeklyteleprompter.com, spending about 17 hours per week consuming online videoteleprompter.com. Short‑form videos, such as TikTok and Instagram Reels, are particularly powerful: 73 % of consumers prefer short‑form videos when learning about a product or serviceblog.hootsuite.com and 57 % of Gen Z prefer them for product discoveryyaguara.co. These bite‑sized clips are easy to produce and share, yet they need a professional touch to stand out among billions of posts. Meanwhile, Millennials still spend significant time watching videos; 14.9 % watch 10–20 hours of online video every weekthesocialshepherd.com, and 70 % are more likely to engage with video ads on social mediaamraandelma.com.
Beyond general consumption, consumers want innovative and personalised video. The same video tech report found that personalised videos are 3.5 times more likely to convert a customer than generic videosidomoo.com and that 93 % of Gen Z and 88 % of Millennials want personalised video contentidomoo.com. Next‑generation video includes interactive features (shoppable links, polls), AI‑driven personalisation, and immersive formats like AR and VR. Brands that deliver these experiences build stronger loyalty and drive ROI.
Video Strategy for Gen Z
Gen Z (born 1997–2012) is the first fully digital generation. Nearly 98 % own a smartphone, spending more than four hours daily on apps like TikTok, Instagram and YouTubecropink.com. They value authenticity, micro‑influencers and sustainability, and they have an 8‑second attention spancropink.com. To connect with them, brands need dynamic, visually rich videos that respect their values and invite participation.
10 Video Production Ideas for Gen Z
Below are video ideas tailored to Gen Z. Each concept includes how to execute it using professional production techniques, such as drones, high‑end cameras, storyboarding and editing. Use vertical formats (9:16) where possible; research suggests that vertical videos fill the entire phone screen and increase engagementblog.hootsuite.com.
| Video Idea | Execution Details |
|---|---|
| 1. TikTok‑Style Challenges | Design a short challenge that encourages users to showcase your product (e.g., sunglasses styling, outfit transitions). Start with a bold hook within the first 3 seconds and keep the total length under 17 seconds—a length TikTok reports as optimalblog.hootsuite.com. Film using a high‑frame‑rate camera for smooth slow‑motion shots and add trendy music and text overlays. Encourage users to participate and feature user‑generated entries in follow‑up videos. |
| 2. AR Try‑On Demos | Gen Z embraces AR; 23 % have used augmented reality and 38 % want to explore itcropink.com. Partner with an AR developer to create a virtual try‑on filter for sunglasses. Produce a video demonstrating how to use it—shot with a clean backdrop and animated graphics explaining each step. Incorporate screen recordings and real people to show the filter in action. Use a professional voiceover and call‑to‑action inviting users to try the filter. |
| 3. Micro‑Influencer Vlogs | 73 % of Gen Z trust micro‑influencerscropink.com. Collaborate with niche creators who align with your brand values (e.g., sustainable fashion or street culture). Capture them unboxing and styling the sunglasses in day‑in‑the‑life vlogs. Use drones or stabilised gimbals to add dynamic establishing shots of their environment, intercut with close‑ups filmed on a Canon C300 Mk II for cinematic depth of field. |
| 4. Limited‑Edition Teasers | Scarcity appeals to Gen Z. Create teaser videos for limited‑edition releases. Use dramatic lighting and macro lenses to highlight craftsmanship details. Shoot a countdown on a dark set, incorporate slow‑motion macro shots and sound design that builds anticipation. Release multiple teasers across TikTok, Instagram Reels and YouTube Shorts, each shorter than 30 seconds. Encourage early sign‑ups via a call‑to‑action overlay. |
| 5. Sustainability Stories | Gen Z prioritises sustainability and eco‑friendly practicescropink.com. Film a mini‑documentary (1–2 minutes) showing your supply chain—from responsibly sourced materials to eco‑friendly packaging. Use drone footage for scenic shots of the production locations, interview artisans with a lapel mic for clear audio, and include graphics with statistics about environmental impact. Shorten for social platforms as a series of 15‑second segments. |
| 6. Behind‑the‑Scenes with Crew | Authenticity is crucial. Film your team packing orders, brainstorming designs or testing prototypes. Use handheld shots and minimal editing to create a raw, unfiltered look. Add captions so viewers can watch silently; many viewers watch videos without sound. Include candid moments and humour to humanise your brand. |
| 7. User‑Generated Content Montages | Since 67 % of Gen Z depend on online reviews and UGC for purchasescropink.com, encourage customers to send clips wearing your sunglasses. Compile these into montages with energetic music and on‑screen quotes. Use consistent colour grading to unify footage shot on different devices. Tag contributors in the description to boost engagement. |
| 8. Poll & Quiz Videos | Interactive content resonates; short polls or quizzes keep viewers engaged. Produce videos that ask viewers to vote on their favourite frame style or lens tint. Use motion graphics and quick cuts to maintain attention. Encourage viewers to respond in comments or via interactive stickers on Instagram Stories. Follow up with a results reveal video to close the loop. |
| 9. Remix Trends | Stay up‑to‑date with trending sounds or meme formats on TikTok and Instagram. Craft your own version featuring sunglasses, ensuring brand authenticity. Keep the video under 15 seconds and add creative transitions. Film on a smartphone for relatability but edit professionally to ensure polished colour and audio. |
| 10. Advocacy and Social Causes | Gen Z expects brands to stand up for causes; 70 % want to work in culturally diverse environments and support inclusivitycropink.com. Create short videos highlighting your brand’s support of social initiatives, such as donations to eye‑health charities or collaborations with Indigenous communities. Use interviews, B‑roll and on‑screen text to tell the story. End with a clear call‑to‑action to participate or donate. |
Video Strategy for Millennials
Millennials (born 1981–1996) are experienced digital consumers who value authenticity, quality and social impact. 73 % of Millennials prefer brands that reflect their valuesamraandelma.com and 66 % are more likely to buy from companies that support social causesamraandelma.com. They spend significant time watching video—14.9 % watch 10–20 hours weeklythesocialshepherd.com—but they prefer deeper, narrative content that adds value. They are also highly engaged on social media: 90 % follow brandsamraandelma.com and 63 % prefer brands that use influencersamraandelma.com.
10 Video Production Ideas for Millennials
These concepts cater to Millennials’ interest in storytelling, authenticity and professional quality. Longer formats (1–5 minutes) are acceptable when they deliver substance. Use a horizontal 16:9 aspect ratio for YouTube and LinkedIn while creating shorter cut‑downs for social media.
| Video Idea | Execution Details |
|---|---|
| 1. Brand Documentary Series | Produce a mini‑series (3–5 episodes, 3–5 minutes each) chronicling the history of your brand, design inspiration and vision for sustainability. Use archival footage, interviews with the founder, and location shoots captured with high‑end cinema cameras. Drone footage can provide scenic context (e.g., the Australian coastline). Publish episodes on YouTube and share teasers on LinkedIn and Instagram. |
| 2. Customer Testimonial Films | Millennials trust peer reviews; 62 % prefer user‑generated content over branded contentamraandelma.com. Film testimonials of real customers discussing how your sunglasses fit into their lifestyles—commuting, travel, parenting, sport. Use professional lighting and multiple camera angles to create a cinematic look. Include candid B‑roll of customers enjoying outdoor activities, shot with drones to capture scale. |
| 3. “Day in the Life” Stories | Highlight how your product integrates into everyday routines. Follow a professional, a parent or a creative through their day wearing your sunglasses. Film sequences at home, commuting, at work and exercising. Use dynamic camera movements, natural lighting and subtle music. Emphasise how quality and durability support their lifestyle; Millennials value longevityvisionair.com.au. |
| 4. Educational Webinars | Host live or recorded webinars (20–30 minutes) on topics such as “Protecting Your Eyes from UV Damage” or “Choosing the Right Lens for Your Lifestyle.” Engage experts (optometrists, stylists) to speak. Use multiple camera setups, integrate slides and live Q&A. Promote registration through LinkedIn and email marketing. Record and repurpose segments into shorter clips for social channels. |
| 5. Cause‑Driven Stories | Millennials appreciate brands that support social and environmental causes; 66 % are more likely to buy from cause‑driven brandsamraandelma.com. Produce videos featuring your partnership with environmental initiatives (e.g., beach clean‑ups) or charitable organisations. Capture authentic interactions with beneficiaries and volunteers, using drones and time‑lapse to show the impact over time. Provide clear metrics (trees planted, funds raised) on‑screen to reinforce credibility. |
| 6. Product Care and Craftsmanship | Millennials value durability and qualityvisionair.com.au. Create detailed videos demonstrating how to care for sunglasses, including lens cleaning, storage and repair. Highlight the craftsmanship and materials—show artisans at work in your workshop, emphasising sustainable sourcing. Use macro lenses and slow‑motion shots to accentuate textures and finishes. |
| 7. Virtual Try‑On Tutorials | Integrate AR or AI technology into your website, allowing customers to virtually try on frames. Produce a tutorial video explaining how to use the feature, filmed on a clean set with step‑by‑step instructions. Highlight the ability to adjust fit and compare styles, addressing Millennials’ penchant for research before purchase. |
| 8. Influencer Interviews | Collaborate with influencers that align with Millennial values—travel vloggers, sustainability advocates or professional athletes. Conduct sit‑down interviews discussing lifestyle choices, values and why they choose your brand. Film with professional audio and cinematic lighting. Intercut product shots and B‑roll of the influencer wearing the sunglasses in various settings. |
| 9. Interactive Shoppable Videos | As social commerce grows, 61 % of Millennials expect to make purchases through social media by 2025amraandelma.com. Create interactive videos where viewers can click on the sunglasses displayed to purchase. Platforms like Instagram and TikTok now support product tags. Use engaging storytelling (e.g., travel diaries) where the product appears organically and allow viewers to tap to shop without leaving the video. |
| 10. Web‑Series on Eye Health and Style | Produce a recurring YouTube series exploring fashion trends, eye‑care tips and lifestyle topics. Each episode (5–7 minutes) could feature expert interviews, styling advice and Q&A from viewers. Use high production values—multi‑camera setups, professional graphics and consistent branding. Promote upcoming episodes through newsletters and social platforms. |
Execution Tips for High‑Quality Video Production
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Plan Thoroughly: Develop a detailed creative brief outlining objectives, target audience, platform, length and key messages. Pre‑production planning should include storyboarding, scripting and scheduling to ensure efficient shooting.
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Invest in Professional Equipment: Using cinema cameras (like the Canon C300 Mk II), prime lenses and high‑quality audio gear ensures crisp visuals and sound. Drones provide dynamic aerial shots that elevate production value.
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Optimise for Mobile and Accessibility: Most video consumption occurs on mobile devicesteleprompter.com. Shoot vertical content for social platforms and horizontal for YouTube and websites. Always add captions; many viewers watch videos on mute, and captions improve comprehension and SEO.
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Use Storytelling Techniques: Whether short or long, good videos follow a narrative arc—hook, build, climax and resolution. Even a 15‑second TikTok should have a clear beginning and payoff.
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Incorporate Interactivity and Personalisation: Gen Z and Millennials favour personalised, interactive contentidomoo.com. Use QR codes for AR features, polls, shoppable links and AI‑generated personalised messages to deepen engagement.
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Leverage Analytics: Monitor performance metrics (view‑through rates, watch time, engagement) to refine future videos. Use A/B testing on thumbnails, captions and video lengths.
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Promote Consistently: Post regularly across relevant platforms; Hootsuite recommends posting three to five times per week to maximise algorithm visibilityblog.hootsuite.com. Repurpose longer content into bite‑sized clips for various platforms.
Conclusion
Video production is the linchpin of successful marketing to Gen Z and Millennials. These generations are not only heavy consumers of video but also demand authenticity, personalisation and social responsibility. By leveraging professional cinematography, drones, AR/VR technology and compelling storytelling, brands can create memorable experiences that resonate with young consumers and drive tangible business results. Visionair Media’s expertise in commercial photography, drone operations and cinema‑quality video positions it perfectly to deliver these forward‑thinking strategies, helping clients transition from static marketing to dynamic, story‑driven campaigns.
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