Revamp your digital strategy with Generation Z marketing campaigns that engage young consumers, build brand loyalty, and grow your business.
Generation Z is anyone born in 1997 or later. According to Business Insider, this age group is passing up Millennials as the largest living generation, representing 40 percent of global consumers. Gen Z’s growing population and $143 billion spending power makes it one of the most influential 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 the future. Increase engagement, build brand loyalty, and get ahead of your competition by targeting this generation in your 2021 marketing campaigns.
Generation Z Marketing Strategies
Traditional marketing tactics often fall short and it can be difficult to capture this younger generation’s attention. Raised with smartphones in their hands and information at their fingertips, Gen 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. Be a mobile-friendly brand.
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.
2. Optimize for each and every platform.
New research from Epsilon revealed Gen Z is two times more likely to use an online-only store or brand website than any other generation. 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. Build social media profiles that Gen Z actually wants to follow.
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. Brands that want to connect with young consumers must understand how to engage them and build a strong following on Instagram, Snapchat, Tik Tok, and YouTube. According to Snapchat, the social app reaches 90 percent of 13-24 year-olds across the U.S., more than Facebook, Instagram, and Messenger combined in this age group.
Instagram continues stay on trend with Gen Z, as there is a shift toward a more visually oriented online experience. 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.
4. Build a video marketing strategy.
Gen Z watches 68 videos a day on average. Make sure your video is one of them. Creating videos 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.
Younger generations are no longer consuming traditional media like television and radio, so if your brand want to connect with them, you need to be visible on their favorite video platforms such as TikTok and YouTube. In fact, over 60 percent of TikTok users are comprised of Generation Z. While Millennials seem to prefer to consume content, Generation Z prefers to create content. For example, Facebook and Instagram both emphasize vertical feeds for Millennials to seamlessly view content, whereas Snapchat emphasizes its camera visual effects for Gen Z’s creative self-expression.
5. 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 by working with Gen Z influencers on social media. Gen Z’s peers are their biggest influencers when it comes to buying decisions.
6. 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 survey, 63 percent of Gen Z consumers say they are more likely to buy from a company that contributes to a social cause. Captivate Gen Z’s attention with authentic brand missions that align with their values as socially conscious consumers.
We don’t need to stop shopping; we just need to start shopping differently. Buy used, recycled, quality and multifunctional. You have the power to change the way clothes are made. Buy Less, Demand More. https://t.co/zrBNQRoYqG pic.twitter.com/NVjkK030AW
— Patagonia (@patagonia) January 4, 2021
7. 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.
looking back on 2020 like pic.twitter.com/JIbkI3zpj9
— Netflix (@netflix) December 12, 2020