Consider Generation Z, consumers born between the mid-1990s and the early 2010s. Gen Z is a unique generation of digital natives who always have devices in their hands and remain socially aware.
Generation Z consumers are consistent and vital for every business. Thus, to create a marketing strategy that will help reach the Gen Z consumer and persuade them to choose your product, you need to know with whom and how you’re communicating.
But how do you “sell” as a marker to a demographic that appreciates the value and rareness of their money and lives? To solve this during marketing efforts, first, you need to consider who are Generation Z consumers.
Understanding Gen Z
To create a marketing strategy that would attract a Gen Z consumer, one should consider what shapes this demographic. This is the first generation that grew up in the digital age; being well-aware how to use technology, businesses must meet the Gen Z consumer where they spend most of their time – online.
The generation is highly diverse and open-minded, and inclusivity and authenticity are critical. They support businesses that are socially responsible, and the value they will not back down on anything. Generation Z also values individuality; therefore, this must be incorporated into the marketing challenge.
Leverage Digital Platforms.
First and foremost, Gen Z’s love for digital platforms offers marketers a unique opportunity. Social media is an integral part of their lives.
Instagram and TikTok, in particular, are some of their go-to platforms for content discovery and creator interactions. They have also traditionally been active users of messaging apps, meaning that having a Snapchat or WhatsApp Business platform can be an advantage.
However, ways to market to them would be to tell stories visually. Gen Z has a reputation for having a short attention span.
As a result, anything you post should be visually compelling, concise, and on-topic. Short videos, interactive stories, and user-generated content can all hold their attention and engagement.
Authentic storytelling.
Authenticity is one of the cornerstones of Gen Z marketing. The youth is extremely adept at spotting fake content and advertising and are highly appreciative of transparency and standing for something. That is, to effectively market to Gen Z, companies should generate authentic, relatable, and meaningful stories. It can be the brand’s journey and its values.
Gen Z appreciates when businesses have a mission or a commitment to sustainability and social responsibility.
Additionally, companies can create behind-the-scenes content or share customer cases to humanize their brand and make it more relatable.
Furthermore, utilizing user-generated content is instantly beneficial. Businesses can encourage their Gen Z consumers to create content infused with their brand or products, turning the marketing into a foremost authentic and organic level. If it is user-generated, it means it is real and backed up with actual customer experience.
Social responsibility and purpose-driven marketing.
As I have mentioned before, Gen Z is particularly aware of social and environmental crises. They expect businesses to be socially and environmentally responsible and contribute positively to society.
Moreover, many Gen Z individuals are ready to support brands that share their values, willing to pay more money for the products or services. Hence, businesses should find social and environmental causes that fit their brand’s values.
Primarily, it is not enough to talk about it; companies should take real actions and strive to make a change. Moreover, they should share their actions and results with the society and Gen Z individuals to show they are a part of something bigger and that their purchase is transforming the world for the better.
Gen Z’s Most Popular Apps.
Understanding what platforms Gen Z members uses frequently is essential in marketing to them. Certain apps and social media platforms are heavily used by this demographic.
Therefore, businesses need to keep up and be interactive on these platforms. These are some common apps that Gen Z uses and how to market to them:
TikTok.
One of the most popular social media apps among Gen Z is TikTok. This video-sharing network focuses on securing short, entertaining videos, often complemented with music and creative aspects. To address this target audience, businesses can create funny, real, and relevant recordings according to the interests of Z users. Using TikTok challenges, working with famous TikTokers, and launching user-generated content campaigns might capture the target audience’s attention.
Instagram.
Instagram is another significant Z platform. The social platform isn’t always peaceful, aside from basic photos. The stories and IGTV of Instagram cater to dynamic information. Marketers may do it by producing beautiful pictures, utilizing interactive features like surveys and examinations, and integrating important hashtags to be discovered. To pull Z consumers, businesses must also build a unified and visually pleasing identity.
Youtube.
YouTube even though Z best love briefs, YouTube continues to be an excellent source of information and amusement. While Z enjoys brief records, they still appreciate material. Firms can produce longer YouTube clips that provide Z with in-depth information, as well as cooperate with popular YouTubers and use commercial ads.
Discord
Discord is another platform where many Gen Z’s form communities and have real-time conversations. Hence you can also create and nurture your Discord communities focusing on their products or services. By doing so, you’ll be able to create a sense of togetherness seeking feedback and their opinions directly.
X (Twitter)
Twitter as you know provides real-time engagement and trending topics. Be up-to-the-minute and keep track of what’s trending and, most importantly, participate. By running Twitter polls and using those results to engage in meaningful conversations with Gen Z you can maintain a positive vibe.
From the above, you have to understand everything about how to Market to Generation Z. Moreover, you need to understand that without a digital platform, you will achieve nothing from them.
However, being genuine business with a purpose can get you to trust them. Finally, if you can make your business hit them, creating a lasting relationship won’t be hard with this generation.