Gen Z is a generational group that is also known as the generation of “digital natives”: the first generation to have been born into a completely digital world. Because they have always had access to technology, they are incredibly comfortable with it and are very savvy when it comes to using it.
This means that when you’re marketing to Gen Z, you need to be doing so digitally and effectively.
They have great spending power but conduct a high-end analysis before purchasing anything which is why marketing to Gen Z can be a challenging task. Let’s look more closely into how to market to Gen Z.
Marketing A Brand To Gen Z: Why Do They Respond Differently Than Other Generations?
When we talk about running marketing campaigns for Gen Z, it is more than just selling or promoting a product using online marketing.
A well-defined brand with a highly engaging personality or good values are what Gen Z takes into consideration, more so than previous generations. They are more invested in inclusive brands and services that value good, honest causes such as sustainability, social justice, and animal welfare rather than earning good profits.
Many brands make the mistake of thinking that they can just recycle old marketing strategies and slap a new label on them. This will not work with Gen Z. You need to know how to reach them where they are spending most of their time: online.
How Does Social Media Play Into This?
Gen Z likes brands that leverage social media channels best. If you are using social media platforms correctly, you will have the highest chances of catching their attention.
Gen Z uniquely uses various social media platforms, and if you want to get in touch with them, you have to craft an excellent social media marketing strategy.
What Kind of Content Resonates with Them?
Old content marketing techniques won’t work with Gen Z; you’ll need to create the best digital content to catch their eye. Gen Z focuses on authentic, honest, and original content.
To grab their attention, make sure your content is relevant and entertaining:
- Make full use of Instagram and share inspirational videos/images that provide value.
- Post fun and engaging videos on TikTok.
- Use Twitter and post the latest updates on it.
- Jump on trends as soon as they emerge to get the full benefits of them.
- Make your content to the point: Gen Z have a lower attention span than older generations, so your content needs to be short, sweet, and to the point. Save the longer content types for when it matters.
What About Internet Marketing & Paid Ads?
Paid ads are not as effective with Gen Z as they are with other generations. Instead, use influencer marketing or affiliate marketing, which is a form of word-of-mouth marketing that uses an individual’s credibility and reach to promote your product or service.
This is because Gen Z trusts people over brands and are more likely to make a purchase if it is recommended by someone they follow and trust.
This is not to say that paid advertising on social media or search engines are not effective at all, but it takes more time and possibly retargeting campaigns to get their attention and trust so effective online marketing strategies are essential.
Gen Z Impulse Buying & Haul Culture
It should be noted that while Gen Z may be more analytical than other generations when it comes to making a purchase, they are also more impulsive. According to a study by Adroit Digital, 41% of Gen Zers say they make impulse purchases weekly, and 27% say they make impulse purchases daily. This is likely due to the “haul culture” popularised by social media, where people film themselves buying a lot of items in one go and then show off their “haul” to their followers. If you want to capitalise on this, make sure your products are easily accessible and that your online store is user-friendly (and mobile-friendly!).
What Social Media Platforms Are Most Effective for Reaching Them?
Instagram was considered the best platform to reach out to Gen Z; however, since the launch of TikTok, many Gen Z’s started using this video platform instead.TikTok is one of the most popular social media platforms among Gen Z. It has a lot of potential for marketing purposes, especially if you’re in the eCommerce industry, whatever your niche is.
There are over 37 million Gen Z users on TikTok. So, if you are thinking of branching out your brand to reach Gen Zs, TikTok is a must.
Email marketing, video marketing, search engine marketing, influencer marketing and affiliate marketing are also great ways to reach them effectively.
How Do You Measure Success When Marketing to Gen Z?
You can measure the success on your online marketing strategy by analysing various aspects, such as:
- The number of sales made
- The leads generated
- The website traffic
- The social media engagement (likes, profile visits, comments, reposts, etc.)
Ultimately, you need to focus on providing an excellent customer experience if you want to succeed in marketing to Gen Z. If they have a positive experience with your brand, they are more likely to come back and recommend you to their friends (word of mouth still works well!)
Final Tips for Implementing Digital Marketing Strategies Successfully With This Generation
To succeed in digital marketing for Gen Zs, consider these points:
- Create a strong social media presence
- Post regularly, even if the engagement is low
- Have a distinct brand personality
- Create entertaining, valuable, scroll-stopping and relevant content to promote your business online
- Be to the point: Gen Z don’t have the time or the patience to figure out what your message is if it’s unclear
- Be transparent and relatable
- Curate a supportive community
- Be Responsive and engage with potential customers
- Have fun: Don’t take yourself too seriously when marketing to Gen Z. If your brand is fun and engaging, viewers will be more likely to follow your brand.
We hope this insight can help improve your digital marketing strategy for Gen Zs. If you need help with your social media marketing, our team at PICNIC Accelerator can help you. We focus on helping startups and small businesses learn digital marketing so they can scale their businesses. Check out our website for more information.
Check out our article on marketing to seniors here.