Generation Z refers to people born between the mid-‘90s and in the early 2000s. They’re young, digital native and soon to join the workforce and increase their purchasing power.
Next in line after the millennials, young people belonging to Generation Z are a new challenge for marketers. Gen Z is nothing like the generations before so you’ll have to customize your marketing to reach this new demographic — people who didn’t know life before smartphones. They have always had internet, social media, and smart gadgets.
Gen Z doesn’t like traditional marketing methods, instead, they are more interested in valuable content than commercial messages. Not very far from millennials from this point of view. But still different enough to generate a change in the way you do business.
Check these simple tricks to get your business ready for Generation Z!
Make More with Less
With an attention span of 8 seconds, Generation Z is hard to hook. They are used to handling at least two gadgets at the same time, which leaves you with small chances to draw attention towards your messages.
They watch TV and check their smartphones at the same time. Gen Z is always online, so technology is crucial to them. However, they tend to be distracted, so you need a strong message to get engagement.
You need to keep things short. Articles, videos, podcasts, emails, paid ads. All your content should be bold and right to the point. Say what you have to say in simple, sharp words. There’s no room for long intros, so start with the most important part and leave the context for later. If they’re interested, they’ll ask for more.
Create Relevant Content
A study in the UK revealed that Generation Z spends an average of 10 hours a day engaging with content — most of it on their smartphones. For your brand, this is an excellent opportunity to reach new audiences and to attract prospects into your sales funnel.
To get engagement, your content must be:
- Well designed,
Fail to give them that, and your young audience will look somewhere else for answers and solutions to their problems. Every piece of content you publish should add value to your public. No fake news, no ‘click-bait’ and less promotion.
Your content should educate the audience. You need to focus on storytelling rather than creating commercials. You need to capture emotions to make your content shareable and appealing to the young generation.
Focus On Your Brand’s Human Size
This young generation has increased interest in a brand’s values. They’re more interested in what you stand for, and less in your prices and special offers. Gen Z is looking for brands that communicate in an ‘opened, unfiltered way’ because they trust people, not companies.
You need to show up your human size and tailor messages for a human audience. Your marketing campaigns should focus on creating a connection based on shared values rather than growing brand loyalty.
Generation Z doesn’t need a brand to create a community. They grew up with social media and Google. They search for information and connect with people that share the same values. They tend to follow micro influencers, rather than celebrities. Also, they expect that these influencers work with brands that have definite values.
Visual Content Is More Important Than Text
Here’s the thing: Facebook is for millennials. Even if they have Facebook accounts, Generation Z prefers Snapchat, Instagram, Vine, or Whisper — most of them love, apps and social networks where visual content is more popular than links to your blog.
It doesn’t mean you won’t be writing anymore. You have to diversify your content, use more visuals and create video content to make information easier to follow and to share. Learn about drone video marketing tips to give a new dimension to your visuals.
Research shows that branded content on YouTube is popular with all ages. However, as Generation Z watches an average of 68 videos a day, they prefer short video — under 10 minutes for YouTube and other social media. Furthermore, they’re more likely to watch the entire video if it makes them laugh.
Offer A Customized Experience
Gen Zs don’t like labels and ‘one-size-fits-all’ type of content. You must segment your audience based on preferences and consumption habits, and tailor your messages. Personalization allows you to increase conversions among the new generation of buyers.
The young public connects with brands that recognize their uniqueness. They’re more likely to engage with content than millennials, so give them value, and they’ll act as advocates and promoters, sharing your content and helping you increase brand awareness and brand authority online.
To Sum Up
Generation Z is socially and economically different from millennials and other generations before them. They like their privacy, but they’re ready to give you their data if you’re ready to offer them customized experiences.
Buyers from Generation Z look for value, beyond the price. They connect and engage with brands that sustain a cause and are prepared to stand up for what they believe. It’s about making your brand more ‘human’ and opening channels to encourage dialogue with your followers.