Revamp your digital strategy with Generation Z marketing campaigns that engage young consumers, build brand loyalty, and grow your business.
According to Bloomberg, Generation Z will pass up Millennials as the largest living generation in 2019, representing 32 percent of the entire population. Generation Z’s growing population and $44 billion buying power make it one of the most powerful consumer forces in the market today, increasing the need for Generation Z marketing strategies.
For Gen Zers, the digital world has a language all its own, and they have changed the rules of engagement. Brands must be willing to listen to Gen Z voices, understand their preferences, and speak to them using the language and platforms they prefer in order to stay relevant in future markets. Increase engagement, build brand loyalty, and get ahead of your competition by targeting these new consumers with Generation Z marketing campaigns.
Generation Z Marketing Strategies
Traditional marketing tactics often fall short and it can be difficult to capture Gen Z’s attention. Raised with smartphones in their hands and information at their fingertips, Generation Z has constant access to communication with brands. Here are several Generation Z marketing strategies to help your business stay connected with these young consumers:
1. Get to know Gen Z.
Generation Z is anyone born in 1997 or later. According to Fast Company, Gen Z will represent 40 percent of American by 2020, making up a significant portion of your marketing audience. Take the time to get to know and understand how these new consumers interact with your brand in order to develop effective Generation Z marketing campaigns.
2. Optimize for each and every platform.
Gen Z is a multi-platform and multi-screen generation, so make sure your content is available when and where they want it. In fact, Generation Z engages with as many as five screens at a time, using different social platforms for different purposes. Don’t share the same content on Facebook that you would on Instagram. Instead, tailor your content to each specific social platform you’re sharing on.
3. Opt for efficient messaging.
Gen Zers only have an 8-second attention span, so you have a very short window to engage them. When engaging with Gen Z, it’s essential to take advantage of those first few seconds to communicate your message clearly and capture your younger audience’s attention.
4. Make authenticity a priority.
Gen Zers take brand authenticity very seriously and want to feel like brands are talking to them directly through personalized content. They expect genuine, two-way conversation, in which brands can speak the Gen Z language, understand their needs, and align with their values. Focus on bringing a human element to your digital marketing strategy in order to personalize your brand message, effectively communicate your core values, and build customer relationships.
— Netflix US (@netflix) February 3, 2019
5. Build a video marketing strategy.
Gen Z watches 68 videos a day on average. Make sure your video is one of them. According to AdWeek, at least 50 percent of Gen Zers can’t live without YouTube. Creating a YouTube Channel to showcase your brand’s content will allow you to reach thousands of young consumers who are constantly browsing and searching for entertaining, relevant videos. Not only are they great for your YouTube channel, videos can also be repurposed for your website, social media, and email marketing campaigns. With a solid video marketing strategy, you can increase engagement, develop brand loyalty, and grow your business.
6. Add interactive content.
Interactive content allows Gen Zers to help produce or create your marketing messages by implementing interactive content like polls, quizzes, and games. According to an IBM survey, 42 percent of Gen Zers would participate in a marketing campaign’s online game, and 43 percent would engage with a product review. From online quizzes and games to apps and widgets, interactive marketing creates a personalized buying experience for Gen Z.
How to Engage with Gen Z on Social Media
Growing up as digital-natives, it is no surprise that Generation Z lives on social media, and it plays a significant role in these young consumers’ buying behaviors. According to a study, more than 80 percent of Gen Zers are influenced by social media when it comes to online shopping decisions. A strong social media presence is essential for your brand’s Generation Z marketing success. Here are five ways to engage with Gen Z on social media:
1. Appeal to Gen Z through social responsibility.
The best way to engage any consumer is to speak directly to their interests, and for Gen Zers, that is often through social responsibility. This generation is empowered by their beliefs and aren’t afraid to fight for them, including the way they interact with brands. According to a recent study, more than half of Gen Zers feel that knowing a brand is socially conscious influences purchase decisions. Captivate Gen Z’s attention with authentic brand missions that align with their values as socially conscious consumers.
We need to turn off the school-to-prison pipeline. Let’s make sure every student, regardless of their race, feels safe at school. Learn more here >> https://t.co/czA8ieN3XJ #SocEnt pic.twitter.com/oWf0lkVLgN
— Ben & Jerry’s (@benandjerrys) February 17, 2019
2. Give them someone to engage with.
Gen Z expects to be valued, which means brands need to find new ways to attract them. If you’re a brand that is trying to engage this demographic, you’ll need to form a real connection with them. Put a face to your brand that Gen Z consumers recognize. Gen Z’s peers are their biggest influencers when it comes to buying decisions. By engaging relatable influencers, you can create a brand that Gen Z wants to engage with.
3. Build social media profiles that Gen Z actually wants to follow.
Social media marketing campaigns are a powerful way to build a loyal audience. Instagram continues stay on trend with Gen Z, as there is a shift toward a more visually oriented online experience. Brands that want to connect with young consumers must understand how to engage them and build an Instagram following. With Gen Z’s declining attention span and tendency to switch back and forth between different apps and social channels, take advantage of telling bite-size stories. Snapchat and Instagram’s stories features are ideal social media platforms to attract and convert younger audiences who want quick, interesting content. According to Instagram, they acquired more than 250 million daily users in the year that this feature launched.
4. Develop a mobile-first strategy.
Generation Zers were practically born with smartphones in their hands. According to a recent survey, nearly 80 percent of teens got their first smartphone between the ages of 11 and 13. Since Generation Z is constantly scrolling through their phones and Google will penalize your SEO if you aren’t optimized for mobile anyway, provide content made for the mobile experience. Optimize for time, and make it easy for Gen Zers to get to your content as quick as possible.
5. If you want to engage them, entertain them.
If you want to build an engaging brand on social media, you have to give Gen Z the content they want. According to Social Media Week, this means providing the four content types they are most likely to engage with: real stories, day-in-the-life videos, behind-the-scenes videos, and “how to” content. Don’t spend too much time trying to advertise to them. Instead, use social media and visual content to feed their interests while earning their loyalty and growing your business.