Gen Z is different from other generations. The definition of this term varies depending on who you ask. Although the term Gen Z and Millennials are hard to distinguish, being part of a certain generation is still about cultural influence. In this blog post, we’ll use the Pew Research Center’s definition of Gen Z to discuss how to market to this unique demographic. Anyone born after 1997 is considered to be part of this group.
Lean Into Your Values
When interacting with a new company on social media, Gen Z consumers care more about the brand than they do about its products and services.
According to a survey, 45% of Gen Z consumers are more likely to engage with a brand that appears trustworthy and transparent. This means that instead of focusing on selling, ensure that your social marketing is focused on developing content that explains your values.
Communicate Their Way
Communication is one of the most important factors you should consider when building a strong brand. The right language will allow Gen Z to understand what you’re trying to communicate.
Follow the creators of Gen Z and pay attention to their content. Also, keep in mind their various terms and their jokes.
Communication is one of the most important factors you should consider when building a strong brand. One of the easiest ways to do this is to hire a team of people who are knowledgeable about Gen Z.
Don’t be Performative
Putting values first is also important when building a strong brand. Doing nothing to help the cause while putting on a facade of activism will not make Gen Z like you.
A study conducted by Forrester revealed that a third of Gen Z consumers hide, unfollow, or block a brand every week. The reason is that they don’t trust a superficial veneer.
Instead of using BIPOC employees to paint a misleading image, use real people and resources to show up for your community. Doing so will allow you to connect with your target market and make a genuine difference.
Partner With Influencers
One of the most effective ways to reach out to Gen Z is by working with people they trust. Younger individuals are more likely to follow multiple influencers than older ones. Working with these individuals can help you connect with Gen Z, who are looking for brands they trust. They also hear about brands that they trust from people they already know.
Morning Consult stated that Gen Z prefers to follow influencers due to their ability to produce entertaining content and their personal style.
According to Gen Z, the most important factor that they consider when it comes to following an influencer is having an engaging personality and being funny. This generation has a dark sense of humor, and showing that you can take a joke makes a difference.
Use the Right Channels
The strategies above can only be successful if people are actually seeing them. Make sure that you’re using the platforms that they use. One of the most effective ways to find out which platforms are used by various demographics is through the Global Digital Report of the social media management company HootSuite.
One of the most important platforms that you should be using if you want to connect with Gen Z is TikTok. According to a study conducted by Statista, TikTok is one of the most influential platforms for female consumers.
Although this strategy is applicable to any generation, Gen Z consumers are more likely to use deals. In May 2022, a study revealed that discounts were the most cited reason why people in this age group engage with new brands on social media.