Do you want to create great marketing strategies and tactics that engage your Gen Z audience? Here is how to market to the generation known as Gen Z.
There has been a significant change in how marketers approach reaching the Gen Z demographic. Rather than focusing on reaching millennials, marketers now seek to connect with this new generation of consumers eager for content. How about we target our marketing to Gen Z?
Some unique characteristics of the generation after Millennials are known as Gen Z or “Zoomers.”
They have only known life with the Internet, and they bring tremendous spending power to the table. Are you interested now?
In this post, we will examine how we can utilize existing research, surveys, and data to optimize our marketing strategies and campaigns to connect with the most significant generation of the future: Gen Z.
Is Gen Z Difficult To Market?
Businesses want to capture the most significant number of consumers to generate outstanding returns, right? While the Baby Boomers and the Millennials have a lot of money to spend, Gen Zs are gaining power. According to a recent Bloomberg article, these young workers and students have over $360 billion in disposable income.
The proportion of Gen Z consumers is projected to rise. Marketers are seeking the most effective ways to reach out to this demographic to drive them to purchase, as current marketing methods need to be fixed.
However, targeting Gen Z has been difficult because they spend and pay attention differently from prior generations.
What Is Generation Z?
People born between 1997 and 2012 make up Gen Z. Those born in the mid-1990s are now in their mid-twenties, while the youngest are about to become preteens. The generation following Gen Z is known as Generation Alpha.
Zoomers are digital natives. They have been online since childhood and have used the internet, mobile phones, social networks, and even shopping. They are very comfortable with research and data collection and can shift between online and offline worlds. They are also the most educated generation ever.
What Makes Gen Z Marketing Different From Other Generations?
Generations vary significantly. We must first determine what is most important to each generation.
Significant events often form a person’s core values during their formative years. For example, for Gen Xers (1960-1979), status is the most important thing, whereas for Millennials (1980-1994), it is about having authentic experiences. What does Generation Z value the most?
According to McKinsey research, finding the truth is the primary reason Gen Z’ers shop. Once marketers comprehend that Gen Z’ers routinely cross-reference data sources in their search for factual information, they will comprehend what content to offer.
Here Are a Few Extra Insights Into Gen Z's
Zoomers Are Dedicated – We were wrong about one thing. Gen Z is flexible and easily swayed. A report from the IBM Institute for Business Value and the National Retail Federation demonstrated some exciting trends.
- More than half of the respondents said they trust the brands they grew up with.
- More than half of Zoomers reported having “a strong connection or loyalty” to a brand.
- Around 66% of people prefer to buy from a favorite brand for a long time.
Brands should work hard to establish a strong connection with Gen Z consumers because this shows that they want to and can maintain connections with the brands they choose to follow.
Zoomers Influence Family Members – Gen Z’s aren’t yet fully independent adults. Hence this is a fact. However, they still live with their parents and generate an income, and they influence how their family spends money on food and drinks (77%), furniture (76%), household items (73%), travel (66%), and eating out (63%).
Here Are 11 Ways to Market to Gen Zs
No matter who you are targeting, you must understand your target audience. You cannot just declare, “We target Generation Z,” and be done with it. It would help if you did the work to understand better your target audience: what their problems are, what they enjoy doing, what they like and dislike, and, most importantly, what they expect from you.
In reality, every generation and not just Gen Z marketing strategies should be aware of their audience. That’s what this post is all about. We want to know how brands can reach Gen Z in particular. The most suitable way to reach them is on social media and to align with their progressive attitude toward life. Here’s how.
1. Create content specific to each channel – There is no one-size-fits-all approach to multi-channel marketing. Marketers often copy a single campaign and distribute it across many channels. However, there is a better approach.
Focus on creating content appropriate for TikTok users when posting to the platform. This is true for LinkedIn, Snapchat, Instagram, Facebook, television, and other mediums. These audiences are different; in fact, Generation Z prefers brands that utilize each platform differently, just as they do. For example:
- Use Instagram for aspirational posts.
- Use Snapchat to capture everyday moments.
- Have fun with TikTok and take part in the hottest trends.
- Use Twitter for news.
- Provide career-oriented content on LinkedIn.
You must fit in with the online social community you are posting to if you want your paid or organic content to be a success.
2. Keep it Short – Generation Z prefers platforms like Snapchat, TikTok, and Instagram that feature short videos. Make mobile-optimized content and content that caters to a short attention span.
3. Always use Videos – The previous point illustrates this point. This generation consumes video on their smartphones because they grew up with YouTube and TikTok. This isn’t a secret; it’s effective for reaching this demographic.
4. Champion Authenticity – The brand’s tone, voice, and personality must be authentic and credible, showing the people and values behind the brand. Invest in building long-term relationships to ensure they are authentic and credible.
Brand authenticity and fun are what Generation Z is looking for. Furthermore, bloopers, behind-the-scenes videos, staff interviews, and other strategies that humanize the brand are effective.
Even with a big budget, you still need to keep things accurate. Consider how most TikTok videos are recorded on personal devices rather than on expensive equipment or carefully produced videos.
5. Be Open and Responsible – Generation Z, or Zoomers, are searching for honesty, so they must view your brand as reliable. Fortunately, if you make an error, they will accept you if you take responsibility, demonstrate transparency, and vow to improve.
6. See the Influencer –Although you’re already aware, I’d like to propose a different technique than compensating an influencer for selling your products. Instead, make them the center of your plan and not just an accessory.
The power of influencers still stands out in this current generation. According to a current survey, a quarter of female Gen-Z individuals and one-sixth of male Gen-Z individuals are heavily influenced by influencers when making purchasing decisions. This has proved to be highly profitable, particularly in China, due to the growing popularity of live-stream shopping.
Incorporating influencers into your marketing plan is essential for success. They will promote your product honestly, openly, and enjoyable manner. They will make sure you reach your target demographic.
7. Ask Generation Z to get involved in your advertising activities – It may seem unusual, but if the request is authentic, legitimate, and entertaining, you can inquire if the PR team would be willing to do an on-camera interview.
Get your top Gen-Z customers or Gen-Z staff to connect with them regarding this. Inquire if it is permissible to publicize their reviews or observations on your product. This kind of openness, whether positive or negative, fabricates genuine and long-lasting relationships.
8. Encourage Everyone to Participate in Making Something – Utilize platforms such as TikTok, which motivate people to produce content, engage with each other, and communicate. You can get tremendous publicity if you initiate a hashtag, a trend, or a challenge like the Coca-Cola Challenge. Alternatively, join an existing hashtag and capitalize on the momentum.
9. Be Fun And Adventurous – Make sure to keep your content entertaining. I understand that Zoomers are well-informed on economic and environmental difficulties, but they still appreciate the freedom provided by social media and are drawn to cheerful material. Make sure to make content that is daring and fun-loving.
10. Utilize User-Created Content – Since Generation Z is known for its search for authenticity, UGC is the most effective when trying to reach them. How have you included UGC within your marketing initiatives?
Companies should rely on Something other than photoshopped stock images but use pictures of actual people and existing patrons. A survey revealed that nearly 80% of individuals use user-generated content as a motivation to make a purchase. Furthermore, when asked to pick between a user-generated travel photo or stock travel, 70% of Generation Z stated they are more likely to trust a company when it includes photographs of genuine customers in its promotions.
11. Refrain from Discontinuing Omni-Channel Marketing – Even though Generation Z has a strong affinity for mobile devices, they still prefer to visit physical stores for their purchases. The proportion of Gen Z shoppers who purchase at brick-and-mortar stores is three times higher than those who buy from online retailers.
To reach Generation Z, you must take advantage of all the platforms they use, such as social media, YouTube, email, streaming, and so on. Do you need more convincing?
A study conducted by Pitney Bowes and the CMO Council has revealed that almost nine out of ten people in the Zoomer generation prefer a combination of digital and traditional marketing approaches.
Takeaway
It is essential to note that there is no mystery surrounding Generation Z; there is an abundance of information that displays their preferences regarding advertising and spending. To get in touch with them, it is best to utilize platforms and strategies deliberately, with careful consideration and clear objectives.
No matter your approach, you should contemplate your plan for advertising to Gen Z buyers. They are increasing in number, impact, and the money they are willing to spend is rising daily. Individuals of Generation Z are devoted and desire to form associations with genuine companies that stand for Something.
Here’s to achieving success in advertising to Generation Z when you take advantage of the insights that are conveniently accessible to you to direct your plans.
You might also like: Ask These Four Questions When Content Doesn’t Convert.
For SEO audits, CLICK HERE to book your appointment.
What’s Your SEO Score?
Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.
