October 26, 2021
By: Kari Amarnani
Learning about Gen Z marketing is essential as generational shifts play a crucial role in how you choose to optimize your business strategies. Now, who falls under Generation Z, and how would they impact your marketing and advertising schemes?
Members of Generation Z, also known as Gen Z, are individuals born between 1995 and 2010. They are true digital natives, as they have been exposed to limitless bounds of the internet, mobile systems, and social media from their earliest youth.
These people may be young, but don’t let that fool you. They have an enormous impact on today’s society, specifically in the rise of technology and understanding social cues and engagements.
Born in an interconnected world, Gen Z individuals hold a mighty grasp of a new realm of communications that could potentially alter today’s marketing strategies.
Take Brazil, for example. Gen Z people make up a whopping 20% of the country’s overall population. Taking this 20% into account would be massively helpful for businesses that want higher scales of growth and marketing opportunities.
Technology has always been a part of their lives, and likewise, technology is usually the medium by which brands reach consumers and vice versa. What would it take as a business to appeal to the rulers of the digital age?
Let’s take a look at a couple of Gen Z marketing statistics:
From these statistics alone, it’s clear that Gen Z marketing has much to do with a solid social media presence and a strong online entity.
If you want to take your advertising a step further with Gen Z marketing, here are a couple of steps to help you do that!
Gen Z marketing is all about incorporating a combination of interactivity and creativity. This generation is accustomed to seeing tons of content on a daily basis, but how many of these interactions are eye-catching and fun? Take this opportunity to stand out by creating good content that they can easily be a part of.
Young people want to engage, whether it’s swiping, clicking, and tapping on your posts. Give them a reason to! Anything you can do to encourage interaction is a huge plus in your favor. Ask them questions, opinions, and feedback, and don’t be afraid to get out of the corporate bubble once in a while. It’s all about making a connection.
Gen Z is known to have an appetite for short-form and digestible content. Consider using platforms that offer short and fast avenues for media content, such as Tiktok and Instagram stories. Don’t hesitate to incorporate some excellent visuals, video effects, overlays, and popular music to get their attention.
A great example is Tiktok’s undeniable impact on social media engagements. The platform has over 680 million users worldwide, and 60% are in the Gen Z bracket. Approach Gen Z marketing with interesting and bite-sized content, and reap the rewards.
Unlike baby boomers, who grew up during the rise of the economy and workforce, Gen Z individuals don’t always gravitate to overtly corporate business schemes. Instead, they have a penchant for light-hearted, exciting, and personal engagements. Feature a new take for your business with a bit of sense of humor and fun.
Twitter is the platform that most businesses use to get in on specific trends, memes, and highly circulative engagements. Quote a tweet with something funny, post a hilarious joke and add some puns to your blogs and written content (while keeping a professional stance, of course!). Show them you’re no robot, and you’re happy to connect.
Being neutral about societal issues is a big no-no for Gen Z marketing. Today’s consumers, especially Generation Z, expect brands to take a stand on at least one social issue. Take into account that these people grew up in the wake of social justice and politically correct information.
Most Gen Z individuals have a firm grasp of “wokeness” and respect businesses that care enough to take a stand on a belief and cause that would help society. Just be sure to be authentic, accepting, and politically correct when you voice out your opinions; otherwise, you run the risk of being “canceled,” as Gen Z says it.
Social media is all about seeing different arrays of personalities in one experience. Be a part of it by letting your brand personality shine. It’s no secret that consumers prefer businesses that resonate with them on a deeper, more personal level—and this is especially so for Gen Z marketing.
Don’t be afraid to let your personality come through in all your business decisions. In fact, this boldness correlates with Gen Z’s desire to be heard and express their beliefs. Let it be a mutual give and take, and the chances of them resonating with you and your products and services increase tenfold.
Yes, it’s a real thing. Gen Z individuals are big on feeling like they are a part of something bigger, whether an experience, community or activity. Wildly adventurous and open, this generation loves to partake in exciting and out-of-the-ordinary experiences. Now, what does this mean for Gen Z marketing?
Appeal to their fear of missing out by featuring time-sensitive promotions, which allows you to be a long-term fixture on their social media engagements (and future notifications). Who would want to miss out on your short-term promotions? Don’t hesitate to really sell it, too! Include some visuals of people genuinely enjoying your products and services.
Gen Z marketing is all about transparency, honesty, and authenticity from brands. Don’t forget how discerning these people are! Growing up at a time of information and technology overload, Gen Z individuals are highly resourceful and capable of finding the information they need and verifying it.
This has immense implications for businesses. Prioritize genuineness and transparency to let them know that not only can they trust you, but they can also rely on you for convenient and reliable experiences.
Gen Z marketing may require some extra finessing on your part, but the rewards are undeniable. This generation is the future, and it would do you well to get an early start on the many different ways to appeal to them as a business.
Create more eye-catching visual content, be authentic at all times, and nurture back and forth conversations with them. You start to build valuable relationships with your consumers when you take the time to learn about what makes them unique from others.
Savvy, resourceful, and connected, Gen Z has the potential to shape the face of brands and define how these products and services unfold in society today. Not to mention, they pay attention to how they are treated, so take these interactions with much heart and substance.