5 Tips You Need to know To Market To Gen Z
We’re wrapping up our Generational Marketing series up with a look at how to market to Gen Z! So, who is Gen Z, and what makes them tick? Let’s take a look at the youngest generation of consumers and how to reach them in 2019.
Who is Gen Z?
Generation Z is made up of individuals born between 1995 and the mid-2000s. They currently make up 32% of the population and by 2020 are expected to account for 40% of all consumers. Their buying power is $44 billion and expands to $600 billion when you take into account the influence they have on their parents’ spending.
Members of Gen Z were mostly raised by Gen Xers and the cynicism of their parents has left this generation incredibly pragmatic. They grew up during a recession and these mobile natives have a high value for saving money and shopping with brands that feel authentic (even if it means they’re less polished).
Speaking of not-polished, nearly 80% of Gen Zs report that they trust a brand more if the images they use are not photoshopped.
Gen Z is often accused of having the attention span of a fruit fly (it’s only 8 seconds on average) but what’s truer is that Gen Zs are incredibly discerning. These young consumers have developed a highly sophisticated filter for information and if you can get them hooked in those 8 seconds, they are plenty capable of doing a deep dive into your information or brand.
These are true digital natives who don’t remember a time before the internet. Members of Gen Z report that they are almost “constantly” online and their social media platforms of choice are Instagram and Snapchat.
5 Tips for Marketing to Gen Z
1. Always Engage – 76% of Gen Zers have stated they want brands to respond to feedback and view this responsiveness as key to determining the authenticity of a brand. As you market to Gen Z, remember, they value authenticity over professional polish, and engaging goes a long way to boost trust from these young consumers.
2. USE VIDEO – A Google Survey revealed that YouTube is the first platform Generation Z turn to when they want to be cheered up or entertained. Video content is exponentially more likely to hook your audience in that 8 seconds of attention than still images. Additionally, utilizing the storytelling ability of video can help Gen Zs feel connected to your brand.
3. Social Media Sans Filters – Optimizing your social media marketing for Gen Z is going to look different than marketing to Millennials. This generation wants to see people who look real, having experiences that they would like to share. (To check out an Instagram feed that’s a great example of this, take a look at the clothing brand Brandy Melville.) The main platforms they’re using encourage this level of authenticity in their content. Snapchat, Instagram, and TikTok are all channels you should utilize when you market to Gen Zs.
4. Be Dynamic In-Person – While Gen Zs are looking to social media to make decisions about a brand, 75% say that they prefer to shop in stores. That being said, interactive, high-tech shopping experiences are what they’re looking for. This is a dramatic shift away from Millennials who prefer to make the majority of their purchases online.
5. Craft An Experience – When you market to Gen Z, 25% of what you sell is your product and 75% is the intangible feeling that comes with that product. A great example of a brand that does this well is Red Bull. They have hundreds of videos showcasing extreme sports and exotic travel locations. Most of these videos don’t include a can of Red Bull, but the implication is that Red Bull gives you the energy to go out and have extreme experiences of your own.
When it comes to creating video content and crafting the interactive experiences that track with Gen Z, you might need to bring in an expert. If you’d like a free consult about how to optimize your efforts towards Gen Z, get in touch with us, we’re always happy to help.