As the oldest members of Gen Z enter their mid-20s, it’s becoming increasingly important for brands to understand and cater to this influential demographic. With their own unique set of values, behaviors, and expectations, Gen Z presents both opportunities and challenges for marketers. In this blog post, we’ll explore the latest trends and strategies for Gen Z marketing in 2023 and beyond, from social media to influencer partnerships, to help you build strong connections with this vital consumer group.
Who is Gen Z?
They’re the marketing Holy Grail – that demographic of consumers every business wants to target. They’re the generation born between 1996 and 2010, making them between 9 and 23 years old. Members of Gen Z are just now coming of age, and they’re expected to wield a lot of buying power in the years to come. But marketing to them isn’t going to be easy. Unlike previous generations, Gen Z has never known a world without digital technology.
They’re true digital natives who’ve grown up immersed in a culture of social media and constant connectivity. As a result, they’re incredibly savvy in marketing and branding. They can see right through marketing ploys and prefer authentic and transparent brands.
So, if you want to win over Gen Z, you’ll need to rethink your marketing strategy. Focus on creating genuine and relatable content, and be prepared to meet them where they are – online.
Now that we know a little about who Gen Z is, let’s talk about how to market to them. Because they’re such a diverse group, you must tailor your marketing strategy specifically for them.
Marketing to Gen Z: what business owners need to know
As the oldest members of Gen Z enter their 20s, it’s more important than ever for businesses to understand how to appeal to this unique generation. Gen Z is the most diverse and educated generation in history, and they’re quickly becoming a significant force in the marketplace. Here’s what business owners need to know about marketing to Gen Z.
Gen Z marketing strategies
Speak their language:
Use slang and emojis in your marketing materials. This will help you connect with them on a personal level.
Represent a diverse range of people in your advertising, including people of all races, ethnicities, genders, and sexual orientations. This is a fundamental issue for Gen Zers, so you must get it right.
Seventy-nine percent of Gen Zers use social media daily, so your business must have a strong presence on platforms like Instagram, Snapchat, and TikTok. Post creative and engaging content, and ensure you’re responding promptly to any comments or questions from your followers.
Don’t try to be something you’re not—Gen Zers can see right through inauthentic brands. Instead, focus on being transparent and true to your values. If you make a mistake, own up to it and apologize—Gen Zers respect honest and upfront brands about their screw-ups.
Sixty-six percent of Gen Zers say they would pay more for a product if it came from a sustainable or socially responsible brand. So, if your business supports any charitable causes or green initiatives, make sure you’re loudly and proudly talking about it on your website and social media channels.
Building trust with this generation takes time—don’t expect them to start shelling out big bucks for memberships immediately. Nurture your relationship with them by offering free trial periods, discounts, or other incentives, and eventually, you’ll see the payoff.
Social media marketing for Gen Z
Regarding marketing, Gen Z is a tough nut to crack. Traditional marketing techniques do not easily sway this highly skeptical and independent generation. They’re quick to spot inauthenticity, and they’re not afraid to call out brands that they feel are being disingenuous.
So, how can you reach this crucial demographic? The answer is social media marketing.
Gen Zers are active social media users and are more likely to trust a brand they’ve seen recommended by their peers. By creating engaging content and partnering with social media influencers, you can reach Gen Zers where they’re already spending their time and build the relationships essential for success in the years to come.
1. Know where they spend their time
The first step to marketing to Gen Z is to know where they spend their time. And when it comes to social media, there’s no doubt that this generation is active. A recent study found that Gen Zers spend an average of 10 hours daily on social media. So, to reach them, you need to be where they are.
2. Use visual content
When creating content for social media, it’s important to remember that Gen Zers are visual learners. This means that they prefer content that is easy on the eyes and easy to consume. So, when creating social media content, use plenty of visuals, including images, infographics, and videos.
3. Keep it short and sweet
Since Gen Zers have short attention spans, keeping your content short and sweet is important. When writing copy for social media posts or ads, make sure to get to the point quickly and use language that is easy to understand. Additionally, using emojis can also help to grab their attention.
4. Be authentic
When marketing to Gen Zers, it’s essential to be authentic. This generation can spot inauthenticity from a mile away, so don’t try to fake it. Instead, focus on being authentic and transparent in your messaging. This will go a long way in building trust with them.
5. Use influencers
Influencer marketing is a great way to reach Gen Zers on social media. Since this generation trusts influencers more than traditional celebrities or ads, partnering with influencers can help you reach them more authentically. When working with influencers, choose those who align with your brand and have a large following of Gen Zers.
6. Host contests and giveaways
Who doesn’t love a good contest or giveaway? Everyone loves free stuff! And Gen Zers are no exception. Hosting a contest or giveaway on social media is a great way to engage with this generation and get them interested in your brand or product.
TikTok is a short-form, video-sharing app that allows users to create and share 15-second videos on any topic. The app is extremely popular with Gen Zers, allowing them to be creative and express themselves. TikTok has several features that allow businesses to reach their target audiences, such as hashtag challenges and branded filters.
Snapchat is a photo- and video-sharing app that allows users to send snaps, or photos and videos, to their friends. The app is popular with Gen Zers as it is a more private alternative to other social media platforms. Snapchat offers sponsored lenses and filters – features businesses can use to reach their target audience.
Instagram is a photo- and video-sharing app that allows users to share photos and videos with their followers. The platform is extremely popular with Gen Zers, allowing them to stay up-to-date with their favorite brands and celebrities. Instagram also offers sponsored posts and Instagram Stories that businesses can use to reach their target audience.
YouTube is a video-sharing platform that allows users to upload, view, and share videos. The platform is extremely popular with Gen Zers, allowing them to watch their favorite content creators and learn new things. YouTube also offers several features businesses can use to reach their target audiences, such as sponsored videos and banner ads.
Gen z marketing strategies can seem daunting at first, but if you follow these simple tips, you’ll be well on attracting this influential generation of consumers. Just remember: be authentic, be inclusive, get on social media, give back, be patient, and speak their language, and you’ll have no trouble winning over gym-goers of all ages.
Read more about marketing and branding:
Brand Anatomy – What Is It, And What Are Its Key Elements?
18 Types Of Marketing Campaigns