Who is Gen Z?
Gen Z is the generation born between 1997 and 2012 and is the very first generation to have grown up with the internet at their disposal. This includes access to social media and smartphones at a very young age. Marketers need to understand that Gen Z is the largest generation in history this far, and the approach to marketing to them is far different than any other generation.
Gen Z is reportedly more thrifty and saving savvy than the previous generations. Another important differentiator to note about this generation is that they are more keen to purchase from companies whose values align with their own.
Marketing on social media is a significant factor that comes with reaching a Gen Z targeted audience. Research points to the success of an omnichannel marketing approach being the most successful route for a Gen Z audience.
Embrace Partnership With Creators
Due to the amount of time, Gen Z spends on social media, there has been a rise in the importance of influencers within the business marketing world. Authenticity in marketing is important to the Gen Z audience, so they prefer to hear from influencers or other sources about products rather than the brands themselves.
Give The Brand a Personal Online
There is a growing surge of brands who are beginning to contract influencers to be representatives for them. This kind of partnership aims for the influencer to integrate the brand so seamlessly into their own content that a viewer may not even realize they are watching sponsored content. Another method brands are taking on is creating a mascot for their business and making it the face of the business.
Focus on Engagement Over Follower Count
Gen Z is less brand loyal than the generations that came before. Because of this, the engagement on the particular post will be able to articulate the success of a campaign more than the follower count a page may have. This is great news for local businesses, as it promotes engagement within the community over the importance of having a large follower count.
Use Trends to Your Advantage
Keeping a pulse on what is trending and acting on it is a great way to reach a Gen Z audience. It is easier now than ever to ‘go viral’ on social media due to the rapid-fire spread of viral content. Pushing out trending content is also an excellent way for brands to articulate to their consumers that they see what is working and happening on social media, which will help them remain relevant.
Optimize Your Google Business Profile
Most Gen Z consumers turn to Google for more information before purchasing decisions. Brands must keep their Google Profile up to date so that all the relevant and important information is easily accessible to their Gen Z audience when they inevitably look for it.
Read more about Gen Z at searchenginejournal.com