03 Feb Marketing To Gen Z Audiences
Reaching Gen Z through marketing can be tricky for brands, since this demographic is unlike any other before them. In order to effectively reach and connect with a Gen Z audience, we recommend first understanding their behaviour, values and communication styles.
Gen Z, also known as the ‘iGeneration’, ‘Digital Natives’ or ‘Zoomers’, is the demographic born between 1997 and 2012. They are the first generation to have grown up with the internet and technology as a fundamental part of their daily lives. Thanks to this, they have developed a different perspective on the world and communicate in a different way than other generations.
In order to effectively connect with this demographic, an understanding of the unique characteristics of Gen Z is vital. We have dished out our top 8 tips to consider when marketing to a Gen Z audience, which can help to effectively reach and engage your ‘Zoomer’ audience and up your marketing campaign game.
1. Be quick and efficient.
Gen Z is highly connected and always on, they have grown up with the internet and technology as a fundamental part of their daily lives and are experts in navigating it quickly and efficiently. In most cases, there is a smaller window for you to capture the attention of your Gen Z viewers.
This means that you will need to be able to deliver your message just as quickly and efficiently as their audience will scroll by. The best way to do this is by creating content that is easy to consume, such as short videos, infographics, and easily digestible text.
Another way of being fast and efficient is to stay on top of trends that, in Zoomer culture, may only be relevant for a matter of days. It’s important now, more than ever, to adopt new procedures that can output content quickly and efficiently. For example, this blog was written with the assistance of new AI technology, ChatGPT, in order to produce content faster and more efficiently, and to test out new methods of quick content creation for fast moving Gen Z audiences.
You should also make sure you are providing fast and efficient customer and online services. Gen Z expects instant gratification, so by staying quick and efficient, you can ensure that you are able to capture Gen Z’s attention and keep it.
2. Focus on visual content
Gen Z is super visual as they have grown accustomed to visual platforms like Instagram and TikTok. As such, they are more likely to engage with visual content than text-based content. We suggest focusing on creating visually appealing and interactive content that will capture their attention.
This can include using high-quality images and videos, using visually pleasing colour schemes and layouts, and creating infographics and other visual aids to explain complex concepts. With a focus on visual content, you can better capture the attention of Gen Z and keep them engaged.
3. Show commitment to social and environmental values
Gen Z is known to be socially conscious and values-driven, they are more likely to support companies and brands that align with their values, such as sustainability and inclusivity. It’s very important that you are creating marketing campaigns that demonstrate your commitment to these values. This can include highlighting the environmentally-friendly practices or showing support for marginalised communities.
You can also demonstrate your commitment through corporate social responsibility campaigns or partnerships with non-profit organisations. By showing commitment to social and environmental values, you can effectively build trust and credibility with Gen Z and attract customers who share similar values.
4. Utilise influencers and content creators
Zoomers are much more likely to engage with influencers and content creators over traditional celebrity endorsements. They trust and relate more to people they see as relatable and authentic. Knowing this, it’s valuable to consider building relationships with social media influencers and content creators who align with your brand values. This can include partnering with influencers to create sponsored content or hosting events with content creators.
You can also encourage your customers to create user-generated content, which can be shared on social media. By using influencers and content creators, you can tap into the trust and influence they have with Gen Z and reach a larger organic audience.
5. Have a strong social media presence
Zoomers are highly active on social media platforms such as Instagram, TikTok, and YouTube. To reach this audience, your brand should focus on building a strong presence on these platforms and creating engaging content that will capture their attention. This can include posting regular updates, hosting giveaways and contests, and creating interactive features such as polls and quizzes.
GMI’s 2023 trend report indicates that Gen Z uses social media more than traditional search engines when looking for more brand or product information in comparison to a sample of all internet users aged 16 – 64.
Your brand should look into building a community on social media by encouraging customer engagement and responding to comments and messages. By having a strong presence on social media, you can connect with Gen Z where they spend most of their time, and increase brand awareness and loyalty.
6. Provide detailed product information
Gen Z are very likely to make purchases online. However, jaded by a slew of low quality and falsely advertised products online, they are also highly likely to research a product or service before making a purchase.
Because of this, you should work on providing detailed product information, customer reviews, and social proof in order to build trust with this demographic. This can include providing detailed product descriptions, high-quality images, and videos, as well as customer reviews and ratings.
Your focus should be on providing a seamless online shopping experience, which includes a clear and user-friendly website, fast and efficient checkout process and an easy to navigate return policy. By providing detailed product information and a good online checkout experience, you can increase the trust and confidence of Gen Z customers and see increased sales.
7. Utilise interactive features
Gen Z is highly interactive and they are used to being able to interact with brands and products. Interactive features such as augmented reality, polls, and quizzes can help increase engagement and make the brand more relatable to Gen Z. For example, you can use fun tools like augmented reality to allow customers to visualise your event in their own space, or create polls and quizzes to help customers discover experiences that are best suited for them.
More examples of intractable activities you can use are live streaming and webinars to connect with Gen Z in real-time and create a sense of community. By using interactive features, you can create a more personalised and engaging experience for Gen Z customers, increase brand loyalty and campaign results.
8. Be authentic
Zoomers are highly sceptical of traditional advertising and can see through inauthentic attempts to appeal to them. You should look into building genuine and authentic relationships with the Gen Z community. This can include being transparent about business practices, communicating honestly and openly, and being responsive to customer feedback.
GMI’s 2023 trend report states that Gen Z “start their search from a place of curiosity and expect to be led down a fun rabbit hole of new ideas, rather than directed to a list of brands or products”. Knowing this, you should focus on creating a sense of community and belonging by fostering a sense of inclusivity and belonging among customers. By being authentic and building genuine relationships, you can earn the trust of Gen Z and establish long-term customer loyalty.
In summary, marketing to a Gen Z audience requires a different approach than other generations. They are highly connected, visual, socially conscious and values-driven, and they prefer to engage with relatable and authentic influencers and content creators.
To effectively reach and engage Zoomers, you should make sure you are creating visually appealing and interactive content, showing commitment to social and environmental values, building a strong presence on social media, providing detailed product information, and fostering a sense of community and authenticity.
By catering to the unique characteristics of Gen Z, you can increase brand awareness, build trust, and drive sales among the demographic. It’s important to keep in mind that Gen Z is a dynamic and ever-changing age group, so businesses must be adaptable and willing to evolve their strategies to stay relevant and effective.
Ryan Goodwin