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Gen Zs account for roughly 27% of the U.S. population, and 2 billion people globally are part of this subgroup. This generation is upending the traditional linear marketing funnel because of their unique behaviors and values. A significant driver of their unique trait is that 80% live and breathe social media as their news source, learning center, social hub, and marketplace.
Marketers can benefit from an approach that helps them effectively speak the Gen Z language and tap into their massive spending power of over $360 billion.
When engaging with a new brand on social networks, Gen Zs care equally about the company just as much as they do about its offerings. 45% of GenZers say “brands that appear trustworthy and transparent” have the “IT” factor that encourages engagement. So the worst thing you can do in your Gen Z messaging strategy is sell right off the bat - this will ruin your content.
This advice might be a bit bitter for some, but it is what it is. Before you start making pitches, you must create content that showcases as much of your values and story as you possibly can. If not, you could get unfollowed or blocked by up to one-third of GenZs weekly.
For instance, if you are a clothing line that wants to speak to GenZs, you must disclose what the clothes are made of, where they are manufactured, and under what working conditions they were made.
To come to terms with GenZer's influence, you need to understand the central role that social media has in their lives. Research shows that almost 50% of U.S Gen Zs spend 3 hours on social networks. Nearly 90% spend one hour scrolling through their favorite platforms.
Here is a piece of advice that may be a little contentious. Snapchat, TikTok and similar platforms are not special or unique themselves. Therefore, don't force a link between these media and Gen Z that is not even there. Gen Z uses these apps only because they are accessible and efficient.
Each platform hits home differently with GenZs. TikTok and Instagram focus more on short videos and visual content, making them the best for engaged and creative Gen Z marketing strategies.
Try to tap into the content creator's thinking that calls for channel-specific content that prioritizes education and entertainment above conversations; conversations will always follow naturally after.
Here is one foolproof Gen Z marketing strategy - the cohort values working with people they trust more than all other generations (and since we can’t track down all of their moms, we look to social media influencers). But here is a disclaimer: you can’t pick buzzy creators randomly and expect everything to be hunky-dory.
How often have you seen massive influencer partnerships that make you wonder, “What in the world?” Aleks Stojanovic, Head of Social Media & Content Strategy at Trndsttrs, says that brands sometimes go for big names for the sake of it, even if these influencers hold almost zero influence over their intended target audience.
Therefore, ensure your Gen Z marketing message is on target - regardless of who conveys it - by stating the objectives of your influencer marketing drive before the rubber hits the road. It will help you weed out your ideal influencer's unique traits and qualities.
Speaking the Gen Z language is like cooking a gourmet meal. You must be innovative, authentic, and in tune with your audience's taste. The brands that come out on top of this new marketing reality view Gen Z both as a client base and partners in a shared journey.
Gen Zs account for roughly 27% of the U.S. population, and 2 billion people globally are part of this subgroup. This generation is upending the traditional linear marketing funnel because of their unique behaviors and values. A significant driver of their unique trait is that 80% live and breathe social media as their news source, learning center, social hub, and marketplace.
Marketers can benefit from an approach that helps them effectively speak the Gen Z language and tap into their massive spending power of over $360 billion.
When engaging with a new brand on social networks, Gen Zs care equally about the company just as much as they do about its offerings. 45% of GenZers say “brands that appear trustworthy and transparent” have the “IT” factor that encourages engagement. So the worst thing you can do in your Gen Z messaging strategy is sell right off the bat - this will ruin your content.
This advice might be a bit bitter for some, but it is what it is. Before you start making pitches, you must create content that showcases as much of your values and story as you possibly can. If not, you could get unfollowed or blocked by up to one-third of GenZs weekly.
For instance, if you are a clothing line that wants to speak to GenZs, you must disclose what the clothes are made of, where they are manufactured, and under what working conditions they were made.
To come to terms with GenZer's influence, you need to understand the central role that social media has in their lives. Research shows that almost 50% of U.S Gen Zs spend 3 hours on social networks. Nearly 90% spend one hour scrolling through their favorite platforms.
Here is a piece of advice that may be a little contentious. Snapchat, TikTok and similar platforms are not special or unique themselves. Therefore, don't force a link between these media and Gen Z that is not even there. Gen Z uses these apps only because they are accessible and efficient.
Each platform hits home differently with GenZs. TikTok and Instagram focus more on short videos and visual content, making them the best for engaged and creative Gen Z marketing strategies.
Try to tap into the content creator's thinking that calls for channel-specific content that prioritizes education and entertainment above conversations; conversations will always follow naturally after.
Here is one foolproof Gen Z marketing strategy - the cohort values working with people they trust more than all other generations (and since we can’t track down all of their moms, we look to social media influencers). But here is a disclaimer: you can’t pick buzzy creators randomly and expect everything to be hunky-dory.
How often have you seen massive influencer partnerships that make you wonder, “What in the world?” Aleks Stojanovic, Head of Social Media & Content Strategy at Trndsttrs, says that brands sometimes go for big names for the sake of it, even if these influencers hold almost zero influence over their intended target audience.
Therefore, ensure your Gen Z marketing message is on target - regardless of who conveys it - by stating the objectives of your influencer marketing drive before the rubber hits the road. It will help you weed out your ideal influencer's unique traits and qualities.
Speaking the Gen Z language is like cooking a gourmet meal. You must be innovative, authentic, and in tune with your audience's taste. The brands that come out on top of this new marketing reality view Gen Z both as a client base and partners in a shared journey.
