Marketers are starting to shift their focus from Generation Y – the ever-popular Millennials – to a new, younger, powerful set referred to as Generation Z. Millennials are growing up, and the next major consumer group, Gen Z, is comprised of teenagers who are younger than 19 today, making up 25% of the U.S. population. They’ve grown up with full access to the Internet and technology, so they’re digital natives. Therefore, it’s often difficult for brands to woo this group and win their loyalty, love, and income (well, parents’ income most likely). Here, we’ll offer 3 key ways marketers can win over Gen Z.
- When it comes to social media, it’s all about YouTube and Snapchat
With 81% of teenagers on social media, Gen Z may be the most socially savvy set that marketers will ever meet. 93% of Gen Z says that they visit YouTube at least once a week, and 54% visits the site multiple times throughout the day. They also use Twitter (26%), Google+ (26%), and Instagram (17%) on a weekly basis, but not as often. With mobile-only, disposable media networks, brands need to create shorter form content – whether it's a video or an animated image – that is tailored to each social platform. Social media is where teenagers start conversations that carry customers into purchase. So, marketers need to understand that these are the spaces where Gen Z spends most of their time online.
- Empower them to do things themselves
Since Gen Z is growing up in a time of economic uncertainty, they’re forced to be resourceful and self-motivated. 76% of Gen Z-ers want to turn their hobbies into a business and do things their own way – whether it’s starting their own business or creating a new product without waiting for permission, the right skill set, an academic degree, or even years of work experience. They want to do things on their own terms. Self-reliance and empowerment are the key elements of engagement, and marketing strategies will need to speak to this need for efficiency to be successful. Marketers need to push engagement tactics such as how-to’s and educational videos or creating online communities that want to accomplish things collaboratively in order to spark this group’s interest.
- Take a cross-platform marketing approach
Brands need to travel with Gen Z as they frequently travel across digital mediums. A cross-platform strategy helps to develop platform-specific tactics for a variety of channels, ensuring maximum engagement with their target audience. The tactic for reaching customers might change, but the overall message should remain consistent – regardless of the platform. It should still be easily recognized as an extension of the overall brand.
So, it’s evident that most Gen Z kids have an emotional dependence on their digital connections, which is hardly seen in other demographic groups. Digital playing is a crucial component in their life, probably because they have not known any other means and have used digital in their formative years. Playing to this group's emotional needs and platform-specific desires will help brands effectively reach Generation Z. As generations evolve and become more proficient with technology, marketers must devolve in order to make valuable one-on-one connections.
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