For the longest time, the most common question I’ve been asked has been, “How do we reach millennials with marketing?”
Now, the wheels are in motion, and the primary goal of many marketers is to reach a new, content-hungry generation of consumers. The question is: How do we direct our marketing to Gen Z?
Gen Z, or “Zoomers,” are a very unique group of young adults and teens.
For example, they did not know life without the Internet.
On the other hand, they bring a lot Purchasing power On the table.
Let’s take a look at how we can use the available research, surveys, and data to improve our marketing strategies and campaigns in order to resonate with the next biggest generation: Gen Z.
Is it hard to market Gen Z?
Businesses usually want to reach the largest audience for the best return, right?
Well, millennials may be the largest consumer group right now, and baby boomers have the most money to spend, but the power of Generation Z is growing.
newly Bloomberg report It shows that these young students and working professionals have $360 billion in disposable income.
This number will only increase.
Marketers are grappling with the best ways to market to Gen Z so they can get them to buy, because traditional marketing methods just don’t work.
However, this has proven difficult, as Generation Z pays attention and spends money differently than previous generations.
What is generation z?
Generation Z is a group of people born between 1997 and 2012. This makes the oldest in this generation in their mid-20s and the youngest about to be a teenager this year.
The next generation after generation Z is called Alpha generation.
zoom Truly digitally original. They have been online since childhood, using the Internet, mobile phones, social networks and even shopping since childhood.
They are very comfortable with research and data collection, and have no problem switching from online to offline universes.
them too The most educated generation to date.
How does Gen Z marketing differ from other generations?
Well, they are actually a little different.
First, we need to understand what is most important to each generation.
This is often shaped by the big events that happened in their formative years.
For example, while prestige is most important to Gen Xers (born 1960-1979), Millennials (born 1980-94) are all about authentic experiences.
So, what is the most important thing for Gen Z?
to me Research from McKinseyThe main motive of this generation is the search for the truth.
Once marketers understand that Gen Z is very comfortable searching for information and cross-referencing data sources in their search for the truth, they will understand what content to produce to reach them.
A few more insights into Gen Z’ers
Zoomers are loyal
True! They are not as capricious and swaying as easily as we first thought.
fact, a report A report by the IBM Institute for Business Value and the National Retail Federation revealed some interesting trends around Generation Z and brand affinity.
- 59% of respondents said they trust brands they have grown up with.
- 46% of Zoomers stated they have a “strong relationship or loyalty” to the brand.
- 66% commit to buying from a favorite brand for a long time.
This shows that they want – and can significantly – build and maintain relationships with the brands they connect with.
For this reason, it is very important for brands to boost their Gen Z customer base.
Zoom affects the whole family
This is true simply because the majority of Gen Z’ers are not yet fully independent adults and still are live with their parents.
However, they do generate income and influence how the family spends, especially food and drinks (77%), furniture (76%), household goods (73%), travel (66%), and dining (63%).
11 strategies for marketing to Gen Z
No matter what generation you are marketing to, you need to understand who your ideal customer is.
You can’t simply say, “We’re marketing for Generation Z,” and that’s it.
You need to do the work to deeply understand who your target audience is: what are their challenges, what they enjoy, what they like, what turns them off, and most importantly, what they expect from you.
So here’s the first step in marketing to Gen Z: know your audience.
However, this is true for all generations, not just Gen Z marketing strategies, and that’s not what this article is about. We want to explore how brands can reach Gen Z in particular.
The best way to reach them is through social media and align yourself with their progressive approach to life. Here’s how.
1. Create content for the channel
By this I mean that there is no one size fits all when it comes to multi-channel marketing.
Marketers often iterate on a single campaign and spread it across multiple channels.
But there is a better way.
Create the content you share on TikTok with your TikTok audience in mind. Same for LinkedIn, Snapchat, Instagram, Facebook, TV, etc.
These masses aren’t even the same from yet.
In fact, Generation Z favors brands that know how to uniquely use each social media platform, just as you do.
- Instagram for ambitious posts.
- Snapchat for everyday moments.
- TikTok for fun and trending challenges.
- Twitter for news.
- LinkedIn for career-focused content.
You need to align with the online social community you’re posting to if you want your paid or organic content to be successful.
2. Keep it short
Personalize content that caters to a short attention span.
Generation Z has platforms like Snapchat, TikTok, and Instagram Who prefer short videos.
Also, remember to create mobile-optimized content.
3. Use of video – a lot
This point follows the previous one.
This is amazing The first generation of mobile They devour the video on their smartphone.
While this is no secret, it is very effective for reaching this generation that grew up on YouTube and now Tik Tok.
4. Champion of Authenticity
It is crucial that your brand tone, voice, and personality be authentic and credible.
Show the people and values behind the brand.
Invest in building long-term relationships.
why? Generation Z Authentic brands are preferred. Also fun.
Use missteps, behind-the-scenes videos, interviews with employees, anything that can help enhance human connection.
Consider how most TikTok videos are shot on personal devices rather than expensive equipment or carefully produced videos.
Even if your budget is huge, you still need to keep it real.
5. Be transparent and accountable
That’s because Zoomers are after the fact, remember?
So, your brand credibility is really important to this generation of consumers.
The good news is if you do make a mistake, they have open arms for you when you take responsibility, and are transparent and accountable for the change.
6. Go to the influencer
I know you know this.
But I want to propose a slightly different approach.
Instead of just paying the influencer as the distributor of your merchandise, position the influencer as the center of your all-on-one strategy.
The influencer is still in control of this generation.
A recent report shows that 24% Of Gen Z women and 16% of men are guided by influencers when it comes to purchasing decisions.
This is done commercially with great success through direct shopping, particularly in China.
Influencers are a must in your marketing budget. They bring the community you want to reach.
No scripts, just authentic, transparent, and fun.
7. Invite Gen Z to participate in your marketing
Novel right? Just don’t send your PR team to ask.
As long as it’s genuine, real, and fun, you can ask if they’ll be interviewed on camera.
You can ask if you can share their tweets or comments about your product.
Get your best Gen-Z customers or Gen Z employees to reach out for this.
For good or bad, this kind of transparency creates real and lasting bonds.
8. Get everyone creative
Take advantage of platforms like TikTok that encourage content creation, sharing, and interaction.
If you can start a hashtag, trend or challenge, eg Coca-Cola ChallengeYou get amazing exposure.
Or join an existing hashtag and ride the wave.
9. Be fun and adventurous
Make it fun.
I know Zoomers are constantly in touch with social, economic and environmental challenges, but the escape that social platforms provide means they are drawn to fun content.
Don’t avoid creating adventurous and fun content.
10. Utilize User Generated Content
Given their search for the truth, I find that user-generated content (UGC) often gets the best results with their Gen Z target audience.
What does this look like in your campaign?
Use photos of real people and real customers rather than a photoshopped stock photo.
Why is this good for business? Well, a recent survey showed that close to 80% of people cite user-generated content as a reason to buy.
When asked to choose between a user-generated travel photo versus stock travel, 70% of Gen Z say they are more likely to trust a company when it uses photos of real customers in its ads.
11. Don’t give up on multi-channel marketing
Yes, we know Gen Z love their phones.
However, they also love traditional stores.
fact, Three times the number of General Zers They say they shop at a real retail store compared to the internet.
Therefore, you need to access Zoomers in all its watering holes: social media, YouTube, email, broadcast, etc.
Need more proof?
According to a report from Pitney Bowes and the CMO Board, 88% of Zoomers actually prefer a combination of digital and physical marketing.
The most important conclusion from all this data is that Generation Z is not a secretive entity. There is a huge amount of data revealing what they prefer when it comes to marketing and spending.
The best way to reach them is to use platforms and tools wisely and with clear thought and intent
No matter how you do it, you need to think through your marketing strategy to Gen Z consumers.
Their number, influence and purchasing power are increasing day by day.
Generation Z members are loyal and want to build relationships with authentic brands that stand for something.
Here’s to successful Gen Z marketing when you take advantage of the insights readily available to you to guide your strategies.
- Pinterest search trends: Gen Z longs for life post-pandemic
- How to increase conversions through generational consumer values
- Content Marketing: The Ultimate Beginner’s Guide to What Works
Featured image: Nadia Snopec/Shutterstock