Winning Gen Z Hearts: 15 Tips to Rock Your Marketing
By 2025, 85 million U.S. customers will be in the gen Z age group, according to MarketSplash. Gen Zers, born between 1997 and 2012, is a generation that's reshaping the rules of engagement between brands and their audience. Born into a world of smartphones, social media, and instant connectivity, these digital natives approach shopping and brand interactions in unique and innovative ways.
Gen Z has never known a world without the internet. Their digital fluency and tech-savvy nature define the way they approach shopping and engage with brands. Whether it's discovering new products, seeking inspiration, or making purchasing decisions, gen Z turns to their devices as primary touchpoints.
Brands must understand that gen Z shifts between online and offline platforms, presenting both opportunities and challenges for engagement.
This is a generation that has $44 billion to spend and affects how $600 billion is spent by families, making it well worth the effort for brands to get to know and understand how to market to this lucrative generation.
Statistics on Gen Z Shopping Behaviors
MarketSplash shared these statistics:
- 65 percent of gen Z customers think coupons and reward programs are worthwhile.
- 60 percent of gen Z want to use texts to stay in touch with a brand.
- 67 percent of gen Zers prefer shopping in physical stores.
- 67 percent of gen Z would rather see real people in ads.
- 61 percent of gen Z prefers brands that store and protect personal information in a safe way.
- 68 percent of Zoomers read at least three reviews before spending money on something for the first time.
- Positive scores and reviews can influence 62 percent of gen Z to purchase from a company.
15 Gen Z Marketing Tips
- Embrace Authenticity: Be genuine and transparent in your messaging. Gen Z can quickly detect inauthenticity and is drawn to brands that share their values.
- Mobile Optimization: Ensure your website, ads, and content are optimized for mobile devices, as gen Z heavily relies on smartphones for information and engagement.
- Visual Storytelling: Utilize visually appealing and concise storytelling through platforms like Instagram, TikTok, and YouTube to capture their shorter attention spans.
- Micro-Content: Craft bite-sized content that delivers value quickly. Short videos, infographics, and memes align with gen Z's preference for quick consumption.
- Inclusive Representation: Showcase diversity and inclusivity in your campaigns. Gen Z values the representation of different races, genders, and identities.
- Engage on Social Media: Active engagement on social media platforms is crucial. Respond to comments, and messages, and participate in conversations relevant to your brand. Focus on platforms that gen Z frequents, such as Instagram, TikTok, Snapchat, and YouTube.
- User-Generated Content: Encourage gen Z to create content related to your brand. This fosters a sense of ownership and community engagement.
- Sustainability and Ethics: Highlight your commitment to sustainability, ethical practices, and social responsibility. Gen Z values brands that align with their environmental and social concerns.
- Interactive Experiences: Create interactive experiences such as polls, quizzes, and challenges that encourage participation and engagement.
- Collaborate with Influencers: Partner with influencers who resonate with gen Z to extend your brand's reach and credibility.
- Ephemeral Content: Utilize the temporary nature of Stories on platforms like Instagram and Snapchat to create urgency and FOMO (fear of missing out).
- Personalization: Tailor your messaging and offerings based on individual preferences and behaviors to enhance relevance.
- Value-Driven Messaging: Communicate the value your product or service brings to their lives rather than focusing solely on features.
- Educational Content: Provide informative content that aligns with gen Z's appetite for learning and self-improvement.
- Entertainment Factor: Infuse an element of entertainment into your marketing efforts. Humor, creativity, and fun resonate well with gen Z.
Social Media Advertising Channels for Engaging Gen Z
Without a doubt, social media channels offer the best platform for brands to engage gen Z. During a 2022 survey carried out among generation Z consumers from the United States, 44 percent stated they would prefer brands to contact them via social media, according to Statista. Further, research shows that over 60 percent of gen Z shoppers have purchases products they had seen on social media. Statista reported that the top channels they use are YouTube, TikTok and Instagram.
Share of Generation Z adults in the United States who use selected social media platforms in July 2022, by frequency.
YouTube Advertising Tips for Gen Z
YouTube's educational and entertainment value resonates with Gen Z's appetite for learning and visual content.
- Create videos that get to the point quickly and provide value or entertainment within the first few seconds.
- Use high-quality visuals and engaging thumbnails to capture their attention while scrolling through content.
- Cater to both short attention spans and longer engagement. Create shorter videos for quick consumption and longer, in-depth content for those seeking more information.
- Gen Z is curious and values learning. Create informative and educational videos that provide insights, tips, and knowledge.
- Infuse entertainment, humor, and relatable content into your videos. Gen Z appreciates content that makes them smile and engages them emotionally.
- Collaborate with other YouTubers, influencers, or experts who resonate with gen Z. This can help you tap into their existing fanbase.
- Encourage viewers to subscribe, like, comment, and share your videos. Use clear and compelling calls-to-action to prompt engagement.
TikTok Advertising Tips for Gen Z
TikTok's explosive growth has made it a gen Z hotspot for short-form video content. Its algorithm-driven nature ensures your content reaches relevant audiences.
- Collaborate with TikTok influencers to amplify your brand's reach and authenticity.
- TikTok is all about creative expression. Experiment with different video formats, effects, and music to create content that stands out.
- Keep your videos short and engaging. The optimal video length on TikTok is around 15 to 60 seconds, aligning with gen Z's short attention spans.
- Stay current with trending challenges, hashtags, and memes. Participate in these trends to boost the visibility of your content and show that you're in touch with the platform's culture.
- Utilize relevant and trending hashtags to increase the discoverability of your content.
- Grab attention within the first few seconds of your video. Gen Z tends to scroll quickly, so make the beginning of your video compelling.
- Music plays a big role on TikTok. Use popular songs or sounds that resonate with gen Z to enhance your video's appeal.
- Encourage user-generated content related to your brand or products. This not only boosts engagement but also enhances authenticity.
- If you're promoting products, find creative and entertaining ways to showcase them. Avoid overtly promotional content; instead, make it feel like part of the TikTok experience.
- Create your own branded challenges to engage users and encourage them to participate and create content related to your brand.
Instagram Advertising Tips for Gen Z
As one of the most popular social platforms among gen Z, Instagram encourages creative storytelling.
- Utilize Stories, Reels, and IGTV to showcase your brand's personality, authenticity, and relatability.
- Leverage interactive features like polls, questions, and quizzes to encourage active engagement.
- Share genuine stories about your brand, its values, and behind-the-scenes moments to build a relatable and authentic image.
- Create entertaining and engaging videos that align with trends and challenges.
- Collaborate with micro-influencers who have a genuine connection with their followers. Their recommendations carry more weight with gen Z than traditional celebrity endorsements.
- Utilize Stories and posts to announce flash sales, exclusive discounts, or limited-time promotions to create a sense of urgency.
- Take advantage of Instagram's shopping features to make it easy for gen Z to explore and purchase your products directly from your profile.
Conclusion
As the first true digital natives, gen Z's approach to shopping and brand engagement reflects their interconnected world. Brands seeking to capture the attention and loyalty of this influential demographic must adapt to their preferences and cater to their unique behaviors.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Larisa Bedgood is VP of marketing from Porch Group Media.