Why Gen Z Brands Can’t Afford to Be Boring Online

The Scroll Test

Every day, Gen Z spends an average of 4 to 6 hours scrolling TikTok, Instagram, and YouTube Shorts. That means thousands of posts fly by in a single sitting. To survive in that chaos, your brand has to pass what we call the scroll test.

The scroll test is simple: will someone stop for more than three seconds? If the answer is no, you’ve already lost.

What Gen Z Actually Wants

Gen Z isn’t impressed by shiny slogans or another lifeless campaign. What they crave are stories that feel authentic and content that doesn’t look like it was made in a boardroom. They want:

• Visuals that feel cinematic — not over-polished, but gripping like a scene from a film.
• A story they can join — they don’t want to just buy, they want to participate.
• Authenticity over perfection — they care more about vibe than flawless presentation.
• Speed and freshness — the internet moves fast; yesterday’s trend is old news.

Why Playing It Safe Is Dangerous

Safe is invisible. Safe is forgettable. Brands that cling to old-school marketing risk becoming background noise. In fact, studies show that brands with disruptive, experimental content see 60% higher engagement compared to those that stick to traditional formats.

At The Leos, we take pride in never creating safe content. We craft campaigns that make people pause mid-scroll, whether through bold visuals, narrative-driven reels, or visuals that feel like an indie film.

The Leos Approach

When we create, we think like filmmakers and storytellers, not just marketers. Every frame has purpose. Every piece of content is designed to spark curiosity and emotion. That’s why working with us feels different — we don’t just “do content,” we build worlds your audience wants to step into.