Born between the late-1990s and the mid-2010s, Zoomers (aka the members of Gen Z) are known for being the first to grow up in a world that is deeply ingrained in technology. It may even be the case that you know several who had cell phones, iPads, and/or laptops in elementary school. Technology has allowed Zoomers to stay highly connected with their peers, with many acquiring a strong preference for digital communication. With that in mind, your business can absolutely benefit from pushing the online limit.
Simply put, marketing to Gen Z is different than it is with older generations. The worst thing that you can do is go straight for the sale. By deprioritizing sales content and, instead, uplifting organic content, you put your business in a better position to reach Zoomers. Let’s discuss what it will take for you to extend that reach (straight from the mouth of a Gen Zer in marketing).
#1: Leverage Social Media Platforms
Gen Z is highly active and engaged on social media. For many, it plays a significant role in their daily life. The reason for this is because it gives them a way to stay up-to-date. This is true of not only their relationships with their friends and relatives, but also their relationships with brands. They are able to easily check out products and services right from their TikTok For You Page or Instagram Explore Tab.
But when you promote your business on social media, you shouldn’t just make a quick post with a photo of a product and call it a day. You need to make your posts valuable. After crafting content, ask yourself… When someone stumbles across your latest post in their feed, are they going to pause and check you out further? If the answer is no, get back to the drawing board and figure out how to be more engaging.
The key is to always use eye-catching, high-quality visuals. This could be images, graphics, and/or videos. Note that short-form video content, in particular, is quite impactful with Gen Z audiences. It gives you the opportunity to get your personality across before someone’s attention span is lost. Just make sure to keep analyzing how your posts are doing to see if your experimentation with visual content pays off.
#2: Partner with Content Creators
It may be the case that you aren’t sure where to even begin with content creation. The good news is, you don’t have to go at it alone. There may be some other Gen Zers that are are highly skilled in the art of digital marketing. Many professional content creators (oftentimes known as influencers) are known for having loyal fanbases. Some of them have millions of followers on a single platform. By partnering with a content creator, your business is able to attract the attention of your Zoomers who already keep up with that person.
Two platforms where we see a lot of marketing pull coming from today include Twitch and YouTube. While Twitch’s influencer rise came about during the pandemic, YouTube has staked its claim as a top channel for talent for many years. There are several creators on both channels who make live and on-demand video content that you may see regularly trending. Some have even broken into traditional media, ended up on the news, or walked red carpets.
All of this to say, you might have an influencer or two on your radar that you feel would be able to effectively uplift your brand. These might be influencers that already use your type of product or service, or else seem like they could benefit from it. Only ever work with a creator who will be a genuine asset to your team. By tapping into their audience through a mutually beneficial partnership, you can get more Gen Z eyes on you.
Photo by Sanket Mishra on Pexels
#3: Embrace Authenticity and Inclusivity
Ethical standards are very important to Gen Z buyers. They are known to do their due diligence about whether employees are treated well and whether products are sustainable. So, in order to build loyalty from your Zoomer audience, you need to be upfront about your values that align with theirs. Transparency is essential. This generation has a strong sense of authenticity, and they expect businesses that they interact with to check off that box. And, yes, they can absolutely tell when you are being disingenuous.
At the end of the day, running a business is about so much more than the business itself. You need to be able to create a deeper connection with your audience in order to grow your sales. One way to do this is by showcasing the ways that you give back to your community. This will be very meaningful to your Gen Z audience, who wants to know that they are supporting someone with a good mission.
But they also expect your business not to cater to one type of person. Instead, you should represent a diverse range of perspectives and experiences. Let’s say you are a clothing company, for example. If you create marketing materials including only people who are a size zero, you aren’t going to get the amount of business that you hope to receive. Gen Z is dedicated to diversity, equity, and inclusion, so make sure that your marketing practices follow suit.
#4: Emphasize Personalization and Participation
How interactive is your brand? You should be going out of your way to create opportunities for your Gen Z audience to engage in your brand experience. This means taking on omnichannel marketing. Omnichannel marketing is a strategy that focuses on offering customers a seamless experience across all channels, whether it be at their physical store, on their mobile app, or through email. When you have great online and offline touchpoints, you are able to keep buyers coming back for your products and services.
But what it takes for a touchpoint to be considered “great” is personalization. Zoomers want to feel like they are engaging with brands on their own terms. Successful interactive brands offer their customers a two-way conversation at all times, putting those customers at the top of their priority list. It’s about being able to take their feedback and actually utilize it. This makes your buyers feel heard and, thus, more likely to continue to do business with you.
By offering the space for Gen Zers to share their opinions, it establishes a stronger, long-lasting connection. This is also the case when you take the time to promote them on an individual level. If someone is making user-generated content about your business, repost it. If someone gives you an incredible idea for a campaign, give them public credit. And if you have the chance to host a fun event, contest, or giveaway, run with it. Your job is to encourage active participation because that is what is going to earn you positive word-of-mouth power.
What are Gen Z’s Favorite Brands?
Infographic resources from Canva.com and Megan Marshall
Ages 18 to 25 in the United States
- YouTube
- TikTok
- Discord
- Snapchat
- Spotify
- Cash App
Check out the full list of Gen Z’s favored brands on Morning Consult’s list of definitive rankings.
In today’s crowded marketplace, you need to stand out. To achieve this, avoid wasting resources and maximize your budget by tailoring your marketing efforts. This ensures that your Gen Z audience consistently resonates with your message. Taking the time to understand their pain points, preferences, and needs will help you create effective campaigns that are well worth the amount you spend on them.