Marketing with Purpose to Gen Z
Generation Z (born about 1997-2012) are true digital natives, who prioritize authenticity and diversity. They have shorter attention spans, are highly active on visual social platforms, and are drawn to interactive and visually appealing content. This can be a challenge for marketers as they look to maintain a consistent brand voice across platforms.
Some marketing strategies recommended to capture Zoomers are to embrace visual storytelling on social media platforms, leverage short-form video content, build a strong presence on YouTube, prioritize mobile-first and user-centric design, engage in memes and trend culture, emphasize social responsibility and causes.
InfoStride, in its blog, “Marketing to Gen Z: Strategies for Doing It Right in 2024,” emphasizes similar themes in forging genuine connections with Gen Z:
- Align your brand with Gen Z’s core values. Aligning your brand with Gen Z’s core values can help you establish a deep connection and set you apart from others. When aligning your brand with Gen Z’s passion for social justice, sustainability, and inclusivity, showcase genuine commitment through actions, not just words. Support relevant NGOs and be transparent about your impact.
- Build a community around your brand. Gen Z craves connection and belonging. Forget one-way brand messaging; create a space where they can interact, share experiences, and feel like insiders. This could be through online forums, interactive social media groups, or offline events. Empower them to contribute, co-create, and be brand ambassadors. Remember, it’s about listening, responding, and fostering genuine relationships.
- Master the art of short-form. The attention span of Gen Z is notoriously short, so make short-form content mastery crucial. Make sure to adapt your content to bite-sized and focus on engaging formats like short-form videos, memes, and interactive stories. Think snackable content that delivers quick bursts of fun, information, or inspiration. Remember, clever storytelling, humor, and visually striking content are key elements.
- Embrace the mobile-first reality. Gen Z is a mobile-first generation, and thus optimizing for mobile devices is non-negotiable. You must ensure that your websites, apps, and content are seamlessly accessible on smartphones of all sizes. Mobile-friendly design, fast loading times, and mobile-app integrations are critical. Moreover, augmented reality (AR) and virtual reality (VR) features on mobile apps can further elevate user experiences.
- Focus on user-generated content (UGC). UGC remains a powerful tool for building authenticity and trust. When marketing to Gen Z, make sure to encourage your audience to create and share content related to your products or services. This can be accomplished through contests, challenges, or simply by showcasing customer testimonials and reviews. Leveraging UGC for your marketing campaigns will demonstrate that you value your community’s voice and experiences.
- Collaborate with content creators and influencers to build trust. Influencer marketing continues to be a key strategy. Moreover, Gen Z often trusts recommendations from influencers over traditional advertising. You should strategically collaborate with influencers and content creators who align with your core values and target audience. Co-create authentic content, host live sessions, or run sponsored campaigns that feel organic and engaging.
- Focus on the right social media platforms. Rather than spreading efforts across all social media platforms, you should identify the platforms most relevant to the target audience. When marketing to Gen Z, platforms like TikTok, Instagram, and emerging networks should be prioritized. Adapt your content strategy for each platform, understanding its unique tone and features. Remember, engagement is key – respond to comments, participate in trends, and show up where your audience is.
- Leverage innovative tech. To captivate Gen Z, you must incorporate innovative technologies. Augmented reality (AR), virtual reality (VR), and interactive features can enhance user experiences. Experiment with interactive AR filters, immersive product experiences, or even virtual events. Innovation grabs attention and creates memorable brand interactions.
- Embrace omnichannel marketing. Gen Z expects a seamless experience across all platforms. Make sure to integrate your online and offline marketing efforts when it comes to Gen Z marketing strategies. Connect social media campaigns to in-store experiences, utilize QR codes for mobile engagement, and personalize promotions based on their online behavior. It’s about creating a consistent brand story that flows across all touchpoints.
- Stay on top of trends. Gen Z is known for adopting and discarding trends quickly. To remain relevant, you must stay attuned to cultural, technological, and industry trends. Regularly monitor social media, industry publications, and consumer behavior to adapt Gen Z marketing strategies accordingly.
Marketing to The Next Generation of Consumers
All Things Innovation took a closer look at Gen Z in “Shaping the Next Generation of Innovation.” Generation Z is in a unique position as they are often viewed as one of the first to be shaped and influenced by technology such as the Internet, social media and smartphones. This generation, often labeled digital natives, has embraced change, adopted, and interacted with tech from an early age. This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, the war on terror and COVID-19, among other things. Yet, despite that, Gen Z is super comfortable with tech, giving them a unique impact on shaping technology trends, the future of work and play and the challenge of societal norms. In other words, Gen Z may be perfectly suited for innovation.
Looking forward to TMRE 2024? The conference, which will be held October 8 to 10, will feature the session, “Engaging the Next Generation: Challenges/Opportunities in Marketing to Gen Z,” presented by Aarti Bhaskaran, Global Head, Research & Insights at Snap Inc. This session is an overview of who is Gen Z and ways in which brands can connect with them in 2024 based on a compilation of research Snapchat has done on this audience over the last two years using a variety of new and old methodologies including immersion measurement. Register for TMRE 2024 here.
Finding the Voice of the Gen Z Customer
Winning Generation Z is about crafting a specific tailored message to this demographic. There are challenges with generational marketing but a targeted approach to this consumer might work more effectively than a traditional one-size-fits-all strategy. Remember, it’s about a digital-first approach which can be developed with authenticity and transparency. Interactive and immersive content, social media and cross-channel consistency, along with community engagement, can help connect with Generation Z. Ultimately, find the voice of your Gen Z consumer and learn how to speak their language, which just might help you win new customers.
Video courtesy of Later
Contributor
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Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.
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