How to Effectively Market to Generation Z
More than 4 billion people use the internet! But can you believe that about 40% of consumers are from one particular generation? Well, Generation Z is this particular group and there is obviously HUGE opportunity for business growth if you can tap into this generation.
Who makes up Generation Z?
Anyone born after 1995 and early 2000’s is considered Generation Z. They are a niche group and it can be a challenge to gain their attention. Millenial’s average attention span is 12 seconds, but Generation Z has an attention span of only 8 seconds.
As a result, visual and engaging content is crucial to effectively reach this audience. A large portion of Gen Z is on the popular social app Tik Tok, due to its quick and visually pleasing content. Particularly short videos are the preferred length considering that most of this generation is found using Youtube and Netflix.
Pro-Tip: Adding overlays, effects and music has consistently been effective for influencers and brands alike.
Be Creative and Interactive
Being creative and interactive is something to always keep in mind when vying for the attention of this age group. You can use bite sized content like polls and short questions to get them involved. Help them understand that their opinion matters and shape your content to fit that mold. Whether you are developing an ad or a post, make sure that it fits that criteria.
Additionally, think of what popular social platforms like Facebook, Snapchat, and Instagram have added. The development of Stories has taken over these platforms. Many users will post stories much more often than they use regular posting features.
Since Stories are only available for viewing for a limited time, make sure you consistently create content that they won’t want to miss out on. That way, when they see your stories and other posts they will most likely stop and interact with your posts.
Encourage the usage of hashtags! Similar to using polls and questions, let them get involved by encouraging the use of their own catchphrases and tagging of friends to increase brand awareness. To further support the community that is supporting you, repost consumers’ posts on your story to show them how important they are.
Pro-Tip: If you have a physical location, take advantage of your space. Generation Z will tend to take pictures anywhere if there is something interesting worth documenting. Add something eye catching to your environment. A great example of this is Disney Springs. They attract tons of people not only through their attractions, but also through the constant flood of social media mentions and hashtags.
Don’t be out of touch from the demographic you’re trying to reach! In particular, Generation Z is always tied into what is relevant. To stay in the know, follow some influencers and do research on some trending topics or jokes that you can incorporate in your marketing. Is there a viral video? Is their a Tik Tok challenge that is popular within your audience? The only way to know is to be plugged in and do your research.
However, don’t force anything that does not align with your brand’s identity. There is nothing more corny than a company trying to seem hip and failing. Stay true to your brand and see how some of these relevant things can support your message and branding. Remember, you don’t need to be funny all the time, just be entertaining.
There are so many times where I have contacted a company about a product or service and heard nothing back. As you can imagine, I found a different company that was responsive and did business with them. Your responsiveness can be the difference between making a sale and not. Make sure you are constantly interacting with your consumers. You need to build trust between you and your audience. Don’t make your business hard to reach! Provide multiple ways where people can connect and contact your business.
Make sure your messaging is not confusing. You need to be clear about the value you are providing your audience. Generation Z spends an average of 4 hours a day online! That is why it is imperative that your visuals are captivating and clear. Otherwise, you will be forgotten about and your content will be virtually invisible to Gen Z.
Don’t let others overshadow you with more engaging marketing. Run a sweepstakes, offer coupons, and do giveaways. Generation Z is very mindful of their spending so if you build that trust, it will show that your brand is worth the investment. Through consistent engaging pieces of content, interacting with your audience, staying relevant, and being clear, you will have no problem reaching over 40% of the market.
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