Marketing to Generation Z
Those born between 1995 and 2012 are most popularly categorized as “Gen Z.” As this generation begins transitioning into adulthood, marketers are asking a very important question…
“How do we reach them?”
To reach Gen Zers, we first need to know a few things about them. According to Social Media Today, here are some characteristics of Generation Z:
Generation Z is notorious for having multiple screens in front of them at a time. Most data researchers have found that they can switch between 5 different screens at once – a step up from Millennials juggling 3 screens.
As Gen Zers are juggling multiple screens, they expect a seamless experience when switching between devices. Having responsive web design and mobile first navigation is more important than ever.
Influencer marketing has become a massive market for brands as Gen Z gains purchasing power. Generation Z is incredibly distrusting of brands (& traditional advertising) and therefore rely on Instagram and YouTube influencers for honest reviews.
Corporate Social Responsibility, Eco-Friendliness & Sustainability
It’s no longer enough to have a great product. Your brand has to stand for something bigger. Gen Z is the generation who wants to change the world and they are making change by voting with their dollars. Gen Z is taking steps to actively create a better society, planet and future. They want to purchase things they can feel good about. If your brand is not supporting a larger cause, it will be more difficult to reach them.
So knowing a few things about Generation Z, how can you adjust your marketing efforts to reach them?
First, make sure your content is optimized for viewing on multiple platforms. YouTube videos are different sizes and lengths than Instagram stories. It’s not enough to blast duplicate content out across all of your channels. Take the time to adjust for each platform.
Don’t let the task of optimizing content scare you away from using different channels. Each of those multiple screens Gen Z has open are putting in work. Gen Zers are switching between apps, refreshing and searching for updated content constantly. By putting content in multiple locations, you can help build your brand awareness with frequency. Gen Zers are active on Snapchat, Instagram, WhatsApp, Twitter and lastly, Facebook. When trying to reach Generation Z, Facebook is still important but is not the most effective or popular platform.
Fairly new to the social networking scene is Tik Tok. Tik Tok allows users to record and post 15 second videos, usually some form of lip syncing or dance. The app provides a backing track and the rest of the video creation is up to the user.
Tik Tok came onto the social media scene in 2016 after acquiring competitor, music.ly. There are over 500 million users on the platform. Keep your eye on this new network, Gen Z advertising opportunities await!
Next, add influencer marketing to your campaign. If your brand is on a tight marketing budget, research micro influencers (between 2,000 and 50,000 followers, according to Social Crunch) who support a niche that is aligned with your brand. Micro influencers are often a fraction of the price of traditional influencers.
Remember that in a world of instant gratification, Gen Z tends to prefer physically going to stores to make purchases. If you are an e-commerce business, make sure the mobile purchasing experience is absolutely seamless and secure.
Finally, be transparent about charitable efforts your brand takes. Do you support community events? Do you take extra efforts to treat your employees well? Do you donate products or services to those in need? Share this! Make sure it is visible on your website and prominent on social media. Generation Z seeks out brands who take these extra steps.