Hailed as the next big marketing disrupter, Generation Z is the first generation of internet and smartphone natives with the vast majority not remembering a time when social media didn’t exist.
YVP attended a recent event called the Digital Marketing Boot Camp which talks about the different tips and tools to use for Digital Marketing. Leigh De Armas, the speaker, began the seminar with an introduction of Generation Z and why they’re a big part of why everyone’s switching to digital marketing.
WHO ARE THE GENERATION Z AND WHY DO THEY MATTER TO YOUR BUSINESS?
Generation Z is people born between the years 1995 to 2010. They’re the first generation who’s had easy access to technology most of their lives. Making up 40% of all consumers by 2020, Gen Z is a force to be reckoned with. With that big of a change, it’s smart to get a head start on marketing to Generation Z. But don’t abandon your previous customers from previous generations just to sell Generation Z. If most of your customers are Baby Boomers or Generation X, it won’t help your business to fully embrace selling to the next and future generations.
HOW TO CONNECT WITH GEN Z?
There are already tons of research that points to fundamental differences between Gen Z and their predecessors. Influenced by their awareness of terrorism and the Great Recession, Gen Z is more interested in participating in social activism and working for their success. They’re also all about authenticity. According to Forbes, honesty and openness are increasingly the ‘currency of brands.’ 79% of Gen Z say that they trust and prefer brands that use models that our customers and aren’t photoshopped. An example would be some brands are using the #ImNoAngel, a slight jab at Victoria’s Secret “Perfect Body” campaign with models sized 0 and Photoshopped. So, if you want to drive business growth, remember that this generation wants to connect with people who understand them, and they can relate to it.
CHOOSING THE RIGHT PLATFORM TO MARKET TO GEN Z
Being called the ‘iGeneration’, the most valuable avenues for marketing to this generation are digital. With Millennials, Facebook was the most popular social media platform. But that doesn’t mean it’s the same for Gen Z. With the Gen Z, you’ll find them flocking to platforms like YouTube, Instagram, Twitter, and Snapchat.
INFLUENCERS > HOLLYWOOD STARS
This generation might be the first generation who prefer ‘Influencers’ over Hollywood celebrities. Gen Z regard Hollywood business as inauthentic and unrelatable which is why they trust influencers (especially YouTubers!) more than your typical Hollywood star. Google found that 70% of teenage YouTube subscribers relate to YouTube creators more than traditional celebrities. Ever wonder why some brands are now using these influencers to market their products? Even celebrities like Ryan Reynolds, Kylie Jenner, and even Will Smith are now taking on the YouTube platform. Influencers determine their brand by posting authentic User-Generated Content and build personal connections with their young followers. An example of this would be when YouTubers post ‘Product Review’ videos. Their audience relates more to people who are just like them, instead of celebrities.
YOU NEED TO HAVE A PURPOSE
Generation Z is more acutely aware of environmental, political, and socio-economic problems that societies face today. A study by The National Retail Federation and IBM says that this generation is more proactive and serious than any other generation. 55% of Gen Z choose brands that are eco-friendly and socially responsible. Metal and bamboo straws, spoons, forks, and even cups rose in sales in the past 3 years alone. Generation Z wants you to have a positive purpose that improves the world in some way.
An example would be Airbnb’s ‘We Accept’ campaign. Days after America temporarily closed its borders to refugees, Airbnb aired an ad during the Super Bowl in direct response to the decision. The ad, called “We Accept” showed a montage of people from different nationalities along with the words, “We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.”
Authenticity is the key to Gen Z. So, you must ask yourself, “What is my purpose and why does it matter to Gen Z?”
START OPTIMIZING YOUR BUSINESS FOR MOBILE DEVICES
Smartphones and tablets are essential for Gen Z. This generation, as with the Millennials, is constantly attached to their phones. That’s why brands who fail to offer a seamless mobile experience are completely abandoned by this generation. In a survey conducted by IBM, 75% of respondents selected a mobile phone or smartphone as their device choice. 60% of surveyed Gen Z will not use an app or a website that is too slow to load. So, it’s easy to say that mobile optimization is a must for your business.
CREATE SNACKABLE CONTENT
Snackable content is a key element to your marketing strategy. As attention spans decrease, consuming media in bite-sized pieces becomes more favorable. Gen Z uses more digital platforms simultaneously. Millennials typically bounce between three screens at the same time, while Generation Z uses five screens at the same time. They loathe non-skippable ads and pop-ups. On average, Generation Z clicks Skip on skippable video ads after only 9.5 seconds while Generation X wait 12.6 seconds. If you’re targeting Gen Z, pay special attention to video marketing. 71% of 13 to 17-year-olds spend more than three hours a day watching online videos on their smartphones.
SUMMARY
Generation Z is the next big opportunity for businesses. They’ll be making up most of the world’s consumers and will continue to grow as more of them enter the workforce.
These are the things you need to remember when marketing to the Generation Z:
- Gen Z participates more in social activism and cares more about improving the world and actively choose brands that work to make the world a better place.
- Authenticity is the key to connecting to Generation Z so focus on connecting and communicating with them in a personal and relatable way.
- Generation Z spends most of their online time watching videos on their mobile devices, so grow your brand reach with channels like YouTube and Instagram Stories.
- Partner with influencers, as they hold more sway than celebrities over Gen Z.
- Gen Z has an increasingly short attention span. So, get to the point quickly, avoid long ads, and create snackable content.
If you need any more help reaching out to a specific audience, you can start with a team with Your Virtual People. We offer you services such as Marketing which can help you reach out to more people. Our team of offshore workers can drive business growth and reduce costs. 7 MISTAKES ALL SMALL BUSINESS OWNERS MAKEJUNE 7, 2019
