Cracking Gen Z marketing is tough, but it’s rewarding once you get the hang of it. With the rise of Gen Zers’ influence, purchasing power, and around 40% of the consumer population, every business wants to get their share by marketing their products or services to Gen Z.
People born between 1997 and 2012 are considered Gen Z and make up a significant portion of the global population. Born and raised in the age of technology, they have social media, instant, and global connectivity at their fingertips.
So, let’s dive into how brands can adapt new marketing strategies to grab Gen Z’s attention.
Short-Form Content
All generations have their favorite mediums for content consumption, like newspapers, TV, blogs, and so on. Fueled by the rise of platforms like TikTok, YouTube Shorts, and Instagram Reels, Gen Z is more inclined toward short-form content than any other generation.
If you want to sell to Gen Z, you need to step up your short-form video content game if you aren’t already. Make short, engaging, and to-the-point content, and social media will push your content to their Gen Z audience.
Authenticity
Gen Z values authentic brands that are honest, transparent, and relatable. They can spot inauthenticity and generic content from a mile away.
Share customer stories, the human side of your business and team, and your challenges. Engage directly on social media by responding to comments and messages.
Influencers
Gen Z follows creators who are aligned with their values and interests. They trust influencers just like millennials and older generations trust celebrities.
Collaborate with micro and small influencers to create relatable content with your product in real-life situations.
Do Good
Gen Z is a generation that is more aware of the bad things happening around the world and actually cares. They want to surround themselves with and do business with brands that take these issues seriously.
So, support social issues to win Gen Z’s business, but do this authentically, not just for marketing. They will spot inauthentic efforts and call you out.
Experiences
They love experiences, like interactive content, AR filters, and gamification, which can capture their attention, like Snapchat and Instagram filters. Use tools from those social media platforms to create unique experiences.
Mobile-First
Gen Z are mobile-first users and they want a smooth experience when interacting with your website, apps, or even emails. Make sure your website is well-optimized for speed, interactive navigation, accessibility, and micro animations.
Personalized
Gen Z likes when something is tailored to their interests. Create relevant ads, send personalized emails, and marketing campaigns to stand out in a crowded digital landscape.
Community
Gen Z thrives in communities. Incorporate ways to create space for like-minded individuals, host virtual events, create social media groups, encourage them to create content with your product or service, and share their posts to boost their sense of community.
LOL
Although it’s probably true for most generations, Gen Z loves humor and entertainment, even in marketing campaigns. Create memes, pop culture references, witty commentary, and other shareable content loved by Gen Z.
Final Thoughts
Marketing to Gen Z may seem challenging, but it’s all about understanding their values and using the right approach. Focus on short-form content, authenticity, and staying true to their interests.
By creating personalized experiences, engaging through influencers, and supporting social causes, your brand can build trust and loyalty. Keep your marketing fresh, fun, and mobile-friendly to stay ahead and connect with this influential generation.