Generation Z is known as the digital natives of the 21st century, having been born between 1997 and 2012. This generation has emerged as the most digitally adept and empowered demographic to date, having grown up with smartphones, social media, and the internet.
Consequently, Gen Z consumers have elevated expectations regarding products and services. They are more discerning of brands and pursue authentic connections in a world that is oversaturated with content and advertising.
Understanding Gen Z Marketing Trends
Tablets, smartphones, and social media are second nature to this technologically adept generation. They have the autonomy to choose the content they wish to ingest and the flexibility to determine the time and location at which they engage with it, thanks to technology.
Take into account the following marketing trends and spending habits of Gen Z:
- A Pew Research Center survey indicates that 95% of teenagers aged 13 to 17 own a smartphone, and 97% of them use at least one of the seven main online platforms.
- Gen Z devotes a substantial quantity of time to social media platforms. A 2022 survey revealed that 54% of Gen Zers reported dedicating a minimum of four hours daily to social media, with an additional 38% spending more time than that.
- YouTube, Instagram, TikTok, and Snapchat comprise their most used social media platforms.
- Gen Z is distinguished by their unique purchasing habits and their digital proficiency. According to a 2021 Bloomberg report, the aggregate disposable income of this generation is approximately $360 billion. They are inclined to support companies that are in alignment with their values, save more, and economize.
Gen Z advertising offers substantial growth prospects due to its substantial consumer market. By implementing Gen Z marketing strategies that are effective, you can gain a competitive advantage and generate higher returns.
When marketing to the Gen Z market, brands encounter several distinctive obstacles:
What Are the Challenges of Advertising to Gen Z?
When marketing to the Gen Z market, brands encounter several distinctive obstacles:
1. Attention Must Be Earned Instantly
Gen Z consumers are characterized by their tendency to have shorter attention spans, as they have grown up with an infinite stream of content at their fingertips. They typically devote approximately eight seconds to content, which is four seconds less than that of millennials (HubSpot).
Furthermore, a global study has demonstrated that Gen Z’s attention to advertisements diminishes in a mere 1.3 seconds, which is a shorter period than that of any other age group.
Especially when it comes to lengthier content, Gen Z marketing and retention may prove to be a challenge. Gen Z consumers are able to quickly identify what interests them and will quickly dismiss or navigate past content that does not captivate them. This is in contrast to the elder generation, which is used to watching television commercials.
2. They Evaluate and Filter Ads With Precision
Another marketing challenge faced by Generation Z is the preference for ads and content that are concise, visually appealing, and less intrusive. This necessitates a strategic shift toward the development of impactful, concise content for social media marketing consultants and strategists.
Approximately 58% of Gen Zers are opposed to advertisements disrupting their content, as indicated by a consumer sentiment survey. Furthermore, 52% of respondents favor creative and entertaining advertising, a preference that is less prevalent among baby boomers (42%), millennials (44%), and Generation X (40%) (NCSolutions).
Ad blockers are also employed by the younger generation to prevent intrusive promotions, which is a result of their technological proficiency.
3 They Seek Transparency and Authenticity in Marketing
Gen Z is a generation that is socially aware. They are enthusiastic about making a positive impact on the world and are inclined to be critical of the businesses they support.
For example, Gen Zers are 27% more inclined to remain loyal to brands that employ sustainable packaging than baby boomers, who are only 18% as likely. Additionally, 30% of Gen Z individuals prioritize brands that prioritize environmental sustainability, as opposed to only 15% of baby boomers (individuals born between 1946 and 1964).
Gen Z consumers are adept at navigating an extensive quantity of content and identifying brands that are purpose-driven. In the midst of flashy advertisements and appealing taglines, they pursue genuine connections and meaningful stories. Authenticity in marketing is regarded as more significant by a substantial 23% of Gen Z consumers than nearly any other product or company attribute.
4. They Adopt a Mobile-First Mindset
The majority of Gen Z, approximately 75%, prefers smartphones to computers and other devices (Institute of Business Management). Consequently, Gen Z advertising campaigns that are not mobile-friendly may be unable to effectively engage their target audiences.
In addition to emphasizing authenticity in marketing, it is imperative to optimize for a mobile-first market. This entails the provision of content and experiences that are tailored to the needs of on-the-go consumption, touch interfaces, and smaller displays.
How To Market to Gen Z
Brands should take into account these six strategies to effectively resonate with this segment of their audience, given the challenges that come with Gen Z customers’ behavior.
1. Leverage User-Generated Content (UGC)
Brands must refrain from employing advertisements that are excessively polished and choreographed when marketing to Generation Z. Rather, emphasize the dissemination of distinctive content that fosters trust and establishes a more relatable brand image. One approach to accomplishing this is to incorporate user-generated content (UGC) into your Gen Z marketing strategies.
UGC offers authentic perspectives and experiences regarding your brand from actual individuals. This veracity renders user-generated content (UGC) appear less like marketing and more like genuine recommendations. According to HubSpot, 60% of consumers consider user-generated content (UGC) to be the most authentic form of marketing content.
The GoPro Awards serve as an exceptional illustration of UGC marketing for Gen Z. These are ongoing challenges in which participants have the opportunity to earn cash and equipment by submitting photos and videos captured with their GoPro cameras. GoPro strategically disseminates the entries on its social media platforms to motivate others to participate, thereby generating a consistent flow of user-generated content (UGC).
Collaborating with a Gen Z marketing agency can assist your brand in the development and implementation of hashtag challenges that motivate user-generated content (UGC). In order to optimize the effectiveness of your campaigns, social media consultants can assist you in monitoring audience behaviors and prevalent topics.
Harness the Power of Short-Form Video
The preference of this generation for short, entertaining, and bite-sized content is seamlessly aligned with video content. TikTok and Instagram Reels, which are popular Generation Z marketing platforms, are ideal for sharing short-form videos that are between 30 and 60 seconds in length and contain product demonstrations, behind-the-scenes content, or customer testimonials.
In order to foster user engagement and improve brand recognition, social media consultants recommend that brands integrate trending topics and enjoyable challenges into their videos. Additionally, video content is readily accessible and shareable on smartphones, rendering it an exceptional marketing instrument for Generation Z.
3. Prioritize Personalization in Marketing
According to McKinsey & Company, over 50% of Gen Z consumers are amenable to transferring brands if they come across a more cost-effective or superior quality alternative. Personalization in marketing can be the determining factor in the success of a generation that is hesitant to commit to a single brand.
Approximately 87% of Gen Z consumers prefer personalized recommendations, and 74% are more likely to make a purchase from businesses that provide them. Marketing personalization encompasses a variety of components, including product recommendations, email campaigns, and social advertisements.
The following is a method for utilizing the strength of personalization in advertising:
- Provide Exclusive Discounts: Our social media marketing consultants suggest that special offers be made in accordance with customers’ online activity, preferences, or past purchases. Brands can increase their conversion rates and repeat sales by ensuring that consumers feel valued and acknowledged.
- Employ Segmented Marketing: By segmenting your audience, you can customize your marketing messages to meet the distinct requirements, shopping habits, and interests of each group. This data-driven approach results in a higher return on investment (ROI) and higher response rates.
- Offer Chat-Based Customer Support: Utilize chatbots that are customized to provide expedient customer service. The chatbot can provide user-specific advice, resolve issues, and address inquiries much more quickly than scrolling through text-based FAQs if the user can provide their name or ID.
4. Collaborate With Influencers in Your Niche
Influencers are followed by more than 70% of Gen Z and Millennials on social media (HubSpot).
Influencers are online personalities who possess a substantial and devoted following. They possess the ability to market to Gen Z in a manner that is both organic and approachable, which increases the likelihood that younger consumers will trust their recommendations. Their endorsement has the potential to increase the visibility of your brand, broaden your audience, and strengthen your credibility.
In order to establish anticipation for product launches or promote products, influencers may conduct giveaways and contests or post unboxing videos and reviews. Affiliate marketing, which involves influencers promoting your products or services, is another option. They receive commissions for each sale that is generated through referral links or unique codes.
5. Invest in Immersive Experiences
Interactive experiences are appealing to Gen Z consumers. Users interact with augmented reality (AR) over 6 billion times per day, and 93% are interested in utilizing AR for purchasing, according to research conducted by the popular platform Snapchat.
Simulation-based technologies, such as virtual and augmented reality, are implemented in immersive purchasing. Marketing to Generation Z, beauty and fashion firms are commencing to provide virtual try-on experiences. Products such as lipstick or spectacles are superimposed onto the shopper’s live image using smartphone cameras. AR technology is also being implemented by homeware stores, which allows customers to envision the appearance of furniture or accessories in specific locations.
Gen Z shoppers are captivated and their discerning eye for quality and personalization is aligned when immersive purchasing experiences are provided.
Embrace Social Responsibility
Being transparent about your products and practices is essential for effective Gen Z branding. This encompasses the disclosure of the materials utilized in your products and the elucidation of your sourcing, manufacturing, and hiring procedures.
It is necessary to reevaluate the purpose and values of your brand in order to market to Gen Z. What are your principles, and are your business practices consistent with them? Trust and loyalty are more likely to be established when one is dedicated to social and environmental issues. Share initiatives, partnerships, or contributions to social causes that are consistent with your brand mission and beliefs.
Your brand identity can be developed in a cohesive and meaningful manner by collaborating with social media consultants. They specialize in optimizing communication across a variety of platforms to guarantee that your message is effectively conveyed to the appropriate audience.
