The marketing landscape is constantly evolving, with new generations entering the consumer market and bringing fresh perspectives and preferences. One such generation that has taken center stage is Generation Z, also known as Gen Z. Born between 1997 and 2012, Gen Z is the first generation to grow up entirely in the digital age, making them a unique demographic to target for your marketing efforts.
Understanding Generation Z
Reaching Gen Z requires a different approach than previous generations. They are digitally savvy, socially conscious, and crave personalized experiences. Gen Z is the most socially connected generation, with 95% of them using YouTube, 69% using Instagram, and 66% using Snapchat on a daily basis. To effectively reach this demographic, businesses must prioritize their social media presence.
Social Media Tactics
1. Authenticity: Gen Z values authenticity and transparency in brands. Instead of using scripted and overly polished content, businesses should adopt a genuine and relatable tone on social media.
Example: Clothing retailer Aerie gained traction among Gen Z by launching a campaign called #AerieReal, featuring unretouched images of models.
2. Storytelling Through Video Content: Gen Z has a strong preference for video content, with 85% of them consuming video content on a daily basis. Marketers should leverage this preference by incorporating video into their social media marketing strategies.
Example: Creating short and engaging videos for platforms like TikTok or utilizing Instagram Stories to deliver brand messages.
Mobile Optimization
Gen Z, being digital natives, are constantly connected to their smartphones. Therefore, it is crucial for businesses to optimize their marketing efforts for mobile devices.
1. Mobile-Friendly Websites: Having a website that is mobile-responsive and user-friendly is essential. Gen Z expects a seamless browsing experience.
2. Mobile Advertising: Mobile ads are a powerful tool for reaching Gen Z. Platforms like Snapchat and TikTok offer innovative and engaging ad formats that can captivate this audience.
Authentic Storytelling
In addition to authenticity on social media, Gen Z is attracted to brands that have a genuine story to tell. Businesses should craft brand narratives that align with Gen Z’s values and aspirations.
Example: Outdoor clothing company Patagonia has built a loyal Gen Z following by highlighting their commitment to environmental sustainability and ethical business practices.
Influencer Partnerships
Collaborating with influencers can be a powerful way to reach Gen Z. However, it is important to choose influencers whose values align with the brand.
Example: Fitness apparel brand Gymshark has successfully partnered with fitness influencers to create content that inspires and motivates their Gen Z audience.
Significance of User-Generated Content
Gen Z values peer opinions and authenticity. By incorporating user-generated content (UGC) into marketing strategies, businesses can tap into the influence of their Gen Z customers.
Example: Encouraging customers to share their experiences and opinions on social media can generate authentic and compelling content that resonates with other Gen Z consumers.
A Competitive Edge
Reaching Gen Z requires adapting marketing strategies to their unique characteristics and preferences. By leveraging social media tactics, optimizing for mobile devices, embracing authentic storytelling, utilizing influencer partnerships, and incorporating user-generated content, businesses can effectively engage and capture the attention of this influential generation.
Understanding and adapting to the needs of Gen Z can provide a competitive edge in today’s market. Partner with BARQAR, leaders in digital marketing and brand awareness, and unlock the potential of the Gen Z market.
