Ahh, Gen Z's. The youngest generation to hit the consumer market and also one of the most important. With over 2 billion members worldwide, Gen Z is a force to be reckoned with in terms of consumer spending power and marketing potential.
So, are you advertising the right way? How do you reach this elusive demographic? In this article, we'll take a look at the best tips and tricks for marketing to Gen Z.
By the end of the complete guide to Gen Z marketing, you'll:
Before we dive into marketing to this generation, it's important to understand who they are and what makes them tick. Gen Z's are the generation after the Millennials and were born roughly between 1997–2012.
They're the first generation to grow up with technology and social media as a mainstay in their life, so these tools are second nature to them.
From a consumer standpoint, Gen Z is one of the most critical generations. They have significant spending power and are now entering their prime consumer years.
Therefore, understanding them and what they like is crucial in creating an effective marketing campaign that resonates with them.
Now that we know who they are, what makes Gen Z's tick? Well, it turns out there is a lot to know. Here are a few critical things to consider when marketing to this group.
In a recent study, 82% of Gen Z’s said they trust companies that use real customers in their advertising.
Gen Z appreciates brands that are honest and authentic in their approach, from the messaging, products, and services they offer to how they market themselves.
For example, say you're marketing for small businesses—Gen Zs are more likely to be drawn towards messaging that speaks to the small business owner rather than a generic message about entrepreneurship.
Attentively, if you’re promoting a skincare line, Gen Z would much rather see video testimonials from customers than targeted ads.
Gen Zs are passionate about causes and will support brands with a positive message or stand for something important.
They've grown up around strong social movements like the Black Lives Matter movement and the rise of MeToo, and they are more likely to support brands that align with their values.
Here's some data to back this up.
Gen Zs are more likely to engage with brands on social media than other generations.
They spend significant time on various platforms, so knowing which platform they are most engaged on can help you create better content that resonates with them.
In 2021, Snapchat was the most popular platform among Gen Z users, accounting for 42 million users. TikTok and Instagram were also popular, with 33 million and 37 million users in the same year.
TIP: Check out our Snapchat vs. Instagram stories blog to decide which platform you should use for your business marketing.
Now that we know who they are and what makes them tick, let's jump into the top 10 tips for marketing to Gen Z.
Gen Zs are more likely to engage with brands on their phones than other generations. To ensure your message reaches this group, creating a mobile-friendly experience tailored to their devices is crucial.
Suppose you own a phone shop and write blog posts on topics like the best business phone systems. For this kind of content, it's essential to ensure the website is optimized for mobile devices and that images are adjusted for a smaller screen.
As mentioned earlier, authenticity is vital when marketing to Gen Z. So, make sure your message resonates with them by speaking directly to their values and interests.
Your style guide should have a casual, conversational tone and avoid being too corporate or "salesy."
Some other ways you can show authenticity through your marketing include:
TIP: Check out our blog on the best cameras for live streaming today!
When marketing to Gen Z, visuals are key. They respond better to visual content like videos and photos than traditional text-based ads.
They also usually prefer shorter videos under a minute, so be sure to keep them concise and post on the platforms they use the most, such as Instagram, Snapchat, and TikTok.
Fortunately, many great tools are available to help you with this; for instance, OFFEO, a design-driven online video maker, offers a platform that allows you to create compelling visual content geared towards social media.
In another example, one can use TikTok scheduler like SocialPilot to schedule multiple posts in advance to get more engagement.
To better illustrate this point, let's imagine that you have your clothing line. To attract Gen Z customers and stay up-to-date with retail customer experience trends for today's shoppers, you could create a series of behind-the-scenes videos about your brand.
This not only plays into the authenticity they seek, but it can also help your customers to feel more connected to your brand.
When it comes to marketing, GenZs love interactive content. You can use interactive elements like quizzes and polls to engage with your audience in a fun way and keep them coming back for more.
For example, if you own an omnichannel contact center, you could create a 'what is an omnichannel contact center' quiz on your website.
Not only does this create an interactive experience for Gen Z customers, but it also educates them about the services you provide.
Polls are equally effective for getting customers' feedback more about their preferences.
If you own a makeup store, you could create a poll asking customers which product they like best or what type of look they prefer.
Gen Z’s are among the most diverse generations and have different preferences depending on their age, location, and socio-economic background.
Customer segmentation can help you tailor your message to their needs and ensure your product or service resonates with them.
Suppose you own an eCommerce business platform. You can create customer segments, such as "young professionals" and "college students," and tailor your message to each group.
That way, you can ensure that your content is relevant to the people you're targeting.
Gen Zs care about social issues and values like sustainability, diversity, and inclusion. To connect with them deeper, make sure your message reflects these values.
For example, if you own a furniture shop, you could create a live stream showcasing how you source sustainable materials for your products.
This speaks to their values and shows that your company takes sustainability seriously and cares about the environment.
Or, if you own a bikini line, you could create content featuring diverse models to show that you are an inclusive brand.
Some ways to ensure your message reflects their values include:
Gen Z is driven by fear of missing out (FOMO). This means they want to be the first to know about new trends and products, so your message must be timely and relevant.
Consider creating a loyalty program where customers can access exclusive products or discounts if they sign up for an email list.
This incentivizes them to stay engaged with your brand and keeps them updated on new products and promotions.
Making sure your calls to action have a sense of urgency can also help to drive sales.
For example, someone running a successful dropshipping store can create a series of time-sensitive CTAs, including:
So there you have it. By following these seven tips, you can ensure that your Gen Z marketing strategies are on point and that you're catering to the needs of this rising generation.
Customer segmentation, interactive elements, and their values should all be at the forefront of your strategy if you want to reach them effectively.
Good luck and happy marketing!