“Generation Z,” “Gen Z,” “iGen,” and “centennials” are various names for the same generation: people born between 1997 and 2010. And since they are all now either teenagers or full-fledged adults and comprise the largest group of consumers, it’s time to seriously start thinking about how to market to them.
According to Business Insider, by the year 2026, the estimated US consumer population will have 82 million Gen Zers, 80 million millennials (born 1981 to 1996), and 43 million Gen Alpha (born in 2011 or later) consumers.
While most marketers lump millennials and Gen Z together, the smarter ones are able to see some subtle differences between the two generations. Check out the following Gen Z marketing strategies.
Gen Z and Millennials
Generation Z consumers are digitally savvy as are the millennials, but Gen Zers don’t remember the time before the Internet, whereas millennials do.
Gen Z consumers have an attention span of only eight seconds while millennials’ attention span is 12 seconds. It’s important to know that Gen Zers can juggle five screens at once and the marketing strategy of TV advertising isn’t so popular with them. Also, Gen Z consumers want to feel like they really know the brand or the person behind the camera, so in order to effectively cater to them, all of your marketing strategies and efforts need to be relatable and as lifelike as possible.
Since the members of Generation Z have grown up with the internet, they’re not interested in hard sales. Because they’re so inundated with choices everywhere they turn, they’re immune to obvious marketing campaigns so don’t advertise your product or service to them. It will be useless. Instead, tell them how they can benefit from your product or service and what kind of experience it will bring them.
Use video content
When we say “video content,” are you thinking “YouTube”? Great! Surveys find that Gen Z members usually turn to YouTube when they want to entertain themselves and get away from the everyday stresses in their lives. Many of them also use video content to broaden their knowledge, improve their skills, or even acquire new ones. In fact, according to Think with Google, Gen Zers spend 71% of their online time watching video content.
Gen Z influencer marketing
Collaborations with influencers can be costly for a business, especially if they opt for the top influencers on Instagram. That being said, if you’re thinking about hiring an influencer (which you should at some point), consider choosing micro-influencers over top tier ones because Gen Zers relate to them more. Micro-influencers, for the most part, have a knack of being able to hone in on and provide a relatability to Gen Zers, whether it’s similar images, products, or lifestyles that they’re drawn to.
Engagement is crucial
While engaging with your audience is important in all of your online marketing plans, it’s especially crucial when it comes to Gen Z. By simply responding to their feedback – both positive and negative – is something that can not only help your brand’s authenticity but can also build trust between your brand and consumers. And don’t copy and paste! Tailor your response specifically for each comment.
Gen Z is not only not going anywhere, but they’re thriving! If you haven’t yet started your online campaigns for them, it’s time to contact the experts at Venerate Media Group and ask for advice. We’ll provide you with the solutions you need to be successful in digital marketing to Gen Z! Call today at +1 (888) 486-4130!