By Thaer Soukar, VP of Digital Platforms & Strategy at Middle East Broadcasting Networks

Storytelling is as old as humanity itself, dating back to the earliest civilizations. It is the beating heart of human culture, and the way we’ve shared our experiences, values, and traditions across generations. 

The ancient Egyptians took storytelling to the next level with their hieroglyphs, a series of pictographic symbols that are thought to be one of the world’s first written languages. By using drawings and paintings in storytelling, they managed to communicate more detailed ideas, thoroughly record events, and document observations for future generations.

From the earliest cave drawings to the latest virtual reality experiences, storytelling has been a fundamental part of the human experience. As technology has advanced, so has our storytelling. 

Once confined to oral traditions and visual depictions, stories can now be written, printed, typed, filmed, and animated. This technological evolution has allowed us to share our stories with a wider audience than ever before, and to pass them down to future generations in countless new and innovative ways.

In today’s world of information overload, storytelling is our lifeline. We are constantly bombarded with content from every direction. It can be overwhelming at times. But amidst all the noise, it’s the stories that really resonate with us. They bring us together, help us make sense of things, and give us a sense of purpose. Whether we’re sharing our own experiences or hearing about someone else’s, stories have a way of sticking with us long after everything else has faded away.

Almost all generations are now digitally connected in a way or another. However, Generation Z – born between the mid-1990s and the early 2010s – is the first digital-native generation. Born and raised entirely in the digital era, Gen Zers are incredibly savvy consumers of information and content, and are very selective about what they consume. They’re also highly skeptical of traditional advertising and marketing. 

So how can brands reach Gen Z consumers? The answer is simple: tell compelling, meaningful stories.

Stories are powerful. They teach us, inspire us, and make us think critically. They help us develop a more nuanced view of the world.

Storytelling is more than just entertainment; it’s fundamental to being human. Growing up in a world that is more complex and interconnected than ever before, stories can help Gen Z make sense of the world around them and even understand complex ideas and concepts in a way that is relatable and engaging. Stories also help them develop empathy for others, thus becoming more engaged citizens.

Storytelling done right is a powerful tool for engaging Gen Z audiences and inspiring them to act. However, creating content that resonates with Gen Z can be daunting. Here are a few things to keep in mind as we approach Gen Z: 

  • Authenticity & Inspiration. Gen Z can spot a fake story miles away. They do appreciate brands that are genuine, transparent, and passionate. Keep your story balanced out – authentic yet relatable. 
  • Inclusivity. Gen Z is the most diverse generation yet to come. However, they want to feel included and reflected in the content and stories they consume. Make sure your content is inclusive of diverse visions, backgrounds, and experiences.
  • Digital First. The internet is an integral part of Gen Z’s daily lives. They are used to consuming content on the go and are always ‘online’. Make sure you are available where they spend most of their time – YouTube, TikTok, Instagram, and Snapchat, and that your content is smartphone-friendly, and platform tailored. 
  • Visual. Gen Z is drawn to visually pleasing content. Make sure you integrate videos, high-quality images, and graphics to capture their attention and inspire them. 
  • Interactivity. Gen Z likes to engage with the content they consume. Make your content interactive through surveys, polls, and quizzes.
  • Purposefulness. Generation Z is arguably the most globalized generation of all time. They are generally socially conscious and want to make a positive difference in the world. They care deeply about issues such as climate change and social justice, and they support brands that are aligned with their values. When crafting your stories, it’s important to keep these values in mind and highlight your brand’s purpose. By doing so, you can create a connection with your audience and show that you care about the same things they do. 

One of the most important things to remember when presenting stories to Gen Z is that they are a highly visual generation who are used to consuming content in short, digestible chunks. In this context, it’s also worth noting Gen Z’s diverse mindset and the wide range of interests and passions they have.

As a modern multi-media content organization, the Middle East Broadcasting Networks has done its best to address these challenges by introducing new media initiatives and producing new content that caters to younger audiences while also meeting the native requirements of new digital platforms. 

ElSaha, a video-centric, Egypt-focused, digital-only platform, stands out among these initiatives with a content offering that speaks to the interests of young Egyptians through a variety of interesting stories, some of which are never told elsewhere. They can find stories about art, culture, music, and beauty, as well as sports, technology, and gaming.

Younger generations are drawn to authentic, relatable, and engaging stories. They crave stories that reflect their values and interests, so they want to hear about real life experiences from real people. This is why ElSaha is dedicated to building a platform where young Egyptians can come together, share their stories, connect with others, and learn from one another.

Maya Angelou, an American poet, singer, memoirist, and civil rights activist, once wrote: “There is no greater agony than bearing an untold story inside you.” Her words echo like a clarion call, reminding us that our stories are precious gems, meant to be shared, not hidden. Keeping some of our stories hidden can be a heavy burden, weighing us down emotionally, mentally, and even physically. But when we dare to share our stories, we begin a journey of healing and empowerment.

By partnering with influencers and content creators to develop original content, ElSaha is not only demonstrating different storytelling techniques to Gen Z but also encouraging and enabling them to become better storytellers, expressing themselves effectively and with confidence.

In the words of Robert McAfee Brown, “Storytelling is the most powerful way to put ideas into the world today.” 

Echoing this sentiment, the visionary Steve Jobs once said, “The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda of an entire generation that is to come.” 

At ElSaha, we are on a mission to help Gen Zers become future storytellers. We believe that everyone has unique story and voice to share, and we are here to help you share and amplify yours.