As a marketer, you’re likely familiar with doomsday warnings of how difficult it is to target Gen Z. They’re the most socially conscious generation, have attention spans of gnats, and are incredibly skeptical of marketers. The good news is that they’re also the most tech-savvy. Here’s how to adapt your marketing strategy for them.
Focus on Time-Sensitive Engagements
Gen Zers have shorter attention spans than previous generations, making short-form videos a preferred content format. Brands should focus on entertaining and creative content that engagingly communicates a message.
Influencers are another important tool for reaching this demographic, and finding those who speak to Gen Z in an authentic voice is important. Fenty Beauty, for example, has a huge following on TikTok thanks to its fun and silly makeup tutorials that have helped it to stand out.
Social media marketing also offers a range of ad formats and targeting options that can be used to reach specific audiences and drive sales. This can be particularly effective on platforms like Instagram and TikTok, where influencers have a big following and are popular with Gen Z audiences.
Take Advantage of New Platforms
Gen Z is a mobile-first generation, so optimize for the platforms they use most. Instagram Stories and TikTok Reels perform well with Gen Z, as do user-generated content and videos with social causes that align with their values.
Live streaming platforms like Twitch are popular among Gen Z, and they’re a great place to host virtual events and Q&As. Brands can also reach out to influencers on these platforms to create collaborations that appeal to Gen Z. 82% of Gen Z consumers say they trust brands more when they use real customers in their advertising, so include UGC and product reviews in your marketing strategy.
Engage with Your Audience
Gen Z is a diverse audience that values inclusivity. They expect brands to support societal causes and stand for their beliefs. They also appreciate when brands admit to their mistakes.
Keeping up with trends on social media is crucial for marketing to Generation Z. Incorporating a variety of content like short-form videos, Instagram Stories, and TikTok is a great way to engage with your audience.
Encourage Conversation and Interaction
Gen Z prefers brands that are open to communication and interaction. Showing a willingness to answer questions and resolve issues goes a long way toward building trust. This is especially true for the socially conscious generation, who will call out brands that do not respond to complaints quickly enough or do not address concerns with empathy.
Brand messaging should be brief and visual to capture this audience’s attention. Social media platforms like TikTok and YouTube offer the perfect venue for eye-catching video content and short-form text posts. Gen Z has an average attention span of eight seconds, so marketers should be sure their content is quick and easy to digest.
Embrace Authenticity
Gen Z is a socially conscious and diverse generation that brings new expectations for brands. They demand transparency and authenticity from businesses that they buy from.
Authenticity is the foundation of every marketing strategy. It involves creating content that aligns with your company’s values and culture while embracing diversity and inclusion. In addition, demonstrating your transparency by supporting a social or environmental cause, sharing impact initiatives, and being responsive to your audience are just a few ways you can demonstrate authenticity.