How To Market To Gen Z: Tips For Resonating With The Younger Generation
Generation Z, also known as Gen Z or iGen, is the demographic cohort after the Millennials. Gen Z was born between the mid-1990 and mid-2000s. They have grown up in the era of technology at their fingertips, which has shaped their expectations and preferences somehow.
When it comes to marketing, GenZ is a unique generation. They are the first true digital natives, and they are accustomed to being bombarded with marketing messages from an early age. As a result, they have developed a keen ability to filter out the noise and zero in on what is relevant to them.
To reach Gen Z, it’s important to understand what makes them tick to effectively market your product or service to them. So stay tuned, and I’ll break it all down for you.
#1 Use social media platforms that Gen Z is most active on
If you’re looking to reach Gen Z with your marketing, you’ll need to go where they are: social media. According to a recent study, 65% of Gen Zers use social media, and they’re spending an average of 3 hours per day on platforms like TikTok, Instagram, and YouTube.
But simply being present on social media isn’t enough. You also need to understand how Gen Zers use these platforms and what kind of content they’re most interested in. For example, Gen Zers are mostly interested in visually-stunning content, so make sure your Instagram posts are visually engaging and tell a story.
#2 Make your marketing content interactive and engaging
Gen Zers are used to consuming content on their phones and other devices, so they’re used to being able to swipe, tap, and scroll. Traditional marketing methods like print ads and TV commercials just won’t cut it with this group. Instead, you need to create content they can interact with on their terms.
One of the most popular ways to do this is with live streaming. Platforms like TikTok and YouTube allow you to connect with your audience in real-time and create engaging interactive content. Test your camera, microphone, and lighting, before you start streaming to make sure there are no hiccups.
Another technique to improve the engagement of your material is to incorporate interactive elements like polls, quizzes, and surveys. This will not only craft your content more interesting for Gen Zers, but it will also give you valuable insights into what they’re thinking and what they’re interested in.
#3 Be transparent and authentic in your marketing efforts
Marketing to GenZ is all about being authentic and transparent. This generation has grown up with constant access to information. They can spot deception from a mile away.
Gen Zers value brands that are open and honest and align with their own values. When creating marketing content, focus on being genuine and relatable. Don’t try to be something you’re not – instead, focus on showing your true colors. Be authentic in your voice, in your messaging, and in the stories you tell.
In addition, make sure your marketing efforts are transparent. Be upfront about what you’re selling, and don’t try to hide the ball. Offer a coherent call to action to avoid confusion about what you want your audience to do.
#4 Keep up with what’s trending and viral
Keep up with what’s trending on social media and capitalize on viral moments. To do this, you need to be active on social media and have a finger on the pulse of what’s going on.
Pay attention to what users are talking about and look for opportunities to join the conversation. When you see something trending, act quickly and create relevant and engaging content.
For example, when the ice bucket challenge was taking over the internet a few years ago, brands like Dunkin’ Donuts got in on the action by creating their own version of the challenge. As a result, they not only raised awareness for their brand but also generated a lot of goodwill among Gen Zers.
#5 Spark a sense of community
Gen Zers are yearning for a sense of community and belonging. They want to feel like they’re part of something larger than themselves, and they want to connect with others who share their interests.
Focus on creating a sense of community around your brand. Use social media to create a space where Gen Zers can connect with each other and with your brand. For example, you can utilize social media to host Q&As, competitions, and polls.
You can also create branded hashtags and encourage Gen Zers to use them when sharing content about your brand. This is a great way to build a community of passionate fans who will help promote your brand to their friends and followers.
#6 Collaborate with social media influencers
Social media influencers are a powerful marketing tool, especially when reaching Gen Zers. Their peers highly influence this generation, so partnering with an influencer can be a great way to get them interested in your brand.
When selecting an influencer to work with, check if they align with your brand values and that their audience is a good match for your target market. You should also consider the influencer’s engagement rate and make sure they have a strong connection with their followers.
Once you’ve found the right influencer, collaborate with them to create relevant and engaging content for their audience. This can be product reviews, tutorials, Q&As, or even just casual posts about your brand.
Each generation has its own set of marketing preferences and values. This is particularly true of Generation Z, who are distinct from both their older and younger counterparts in a number of ways. What works for Millennials won’t necessarily work for marketing to Gen Z and vice versa.
If you want to connect with the younger generation, it’s important to meet them where they are. Businesses need to focus on creating authentic, engaging, and community-driven content. They also need to be active on social media and collaborate with social media influencers.
If you’re able to do these things, you’ll be well on your way to resonating with the younger generation and ensuring that your message is heard loud and clear.