May 12, 2023Marketing
Marketing to Gen Z: Understanding and Engaging with the Next Generation
Marketing strategies are constantly changing; every generation is looking for a unique way for you to grab their attention, so what unique way are people going to try to grab Gen Z’s attention? Marketing to Gen Z is unlike marketing to any other generation. Gen Zers were born in the late 1990s and early 2000s. They are the first generation to really grow up in the digital age. Advertising has been all around them for their entire lives, which makes it easier for them to tune it out. That is why it is so difficult to market to them.
Gen Z is different.
Every generation creates an independent identity from those that came before them. Gen Z’s first memories are hugely linked to the internet, such as web games and viral social content. They often took notes in school on a computer or tablet. Today, more than half of the Gen Z generation spends over four hours per day on social media. Although the content may be free, they do seem to realize that advertising dollars are what make everything possible. Brands are going to need to break the mold to connect effectively with Gen Z audiences. If they don’t, they will be spending time and resources on marketing campaigns that are more than likely going to fail.
Gen Z needs attention-grabbing content; they will assign any credibility to whoever made it and where it came from. Once they do that correctly, the business or individual will have the space to promote their brand transparently.
- Going lo-fi
You want to make sure you provide polished visuals. You don’t want your videos or posts to look half-made or weak. You want them to feel polished and authentic.
With social media being built on an infinite number of communities with all different backgrounds and vibes, You want to experiment with creating content with specific communities in mind. You will eventually find where your content fits best.
Try to make sure some personality is shown in your responses to any comments or questions. When a nice and genuine human interaction is shown, it can be way more impactful than any content you make.
Touching on the comment section, you need to make sure you are using it as much as possible. Your content strategy shouldn’t only focus on posts; it should also include how you engage with content that is relevant to your audience. One popular platform right now is Tiktok. The comment section is just as entertaining as the post itself, more often than not. Users can also use this to engage with comments by replying or even liking them. Using this strategy is a brand-friendly way to interact with consumers while also putting out content. You are basically getting in on the fun without taking any risks.
Building meaningful partnerships with influencers and creators is vital to growing your brand and putting out the right message. Gen Z audiences are more influenced by influencer marketing than any other generation; this is because so many of them grew up watching content creators. When picking a partnership, you want to pick one that makes sense. Too often do we see brands team up with random influencers that make no sense for their brand; they do it for just recognition. Please make sure that the influencer you work with makes sense for your brand. Finally, make sure that your message, no matter what it is, is on point. This will help you identify any specific characteristics or qualities of the ideal partner.
When you are trying to establish credibility with the Gen Z audience, you need to make sure you use authenticity and transparency. To build trust with an audience, you will need to leverage user-generated content. By doing this, you are providing a genuine, unfiltered perspective and a community-driven approach to content. If fans aren’t making content that is related to your brand, that's fine. You are still going to be able to repurpose reviews to earn credibility.
Don’t be afraid to experiment. Social media is constantly evolving and moving faster than ever. New features and trends are always emerging. If you don’t want to get left behind, you are going to need to test out what works and what doesn’t. Test out something different until it works or until you get some traction. Keep up with trends to see what's working for other people. Also consider that just because something works for someone else doesn't mean it will work for you.
As someone who is technically part of generation Z (1998), it is hard to impress me or sell me stuff. I will say that what works for me is influencer marketing. I often see someone I know who's famous advertising a product, and if it’s an influencer I like or respect, I consider getting that product immensely. I feel as if other people my age do the exact same thing, so make sure you use these tips to make your marketing strategy as effective as possible. Embrace your brand and stand out from your competitors.