How to Successfully Advertise to Gen Z
Generation Z is here. While most marketing dollars get spent on the coveted Gen X and Millennial generations, Gen Z will start commanding a bigger piece of the marketing budget pie. Fear not, however, because every generation has its own share of values that can be learned from and Gen Z is no different. Even though the youngest generation isn’t the biggest spenders compared to older generations with more disposable income, it would be a mistake to ignore Gen Z’s eventual rise into the 18-34 marketing demographic.
Most sociologists agree that the cutoff date for belonging to Gen Z is being born after 1996. Members of Gen Z have never known a world without technology, and it is a central facet of their lives. The vast majority of Gen Z comes from urban and suburban areas, with only 13% living in rural areas. They’re also on track to become the most educated generation, with higher high school graduation rates, lower dropout rates, and higher college attendance rates.
Now that you know a little bit about Gen Z, here are some effective strategies to think about when preparing your Gen Z marketing plan.
Have a Purpose
Your company should have a purpose beyond simply bringing in money. Members of Gen Z want to see their values reflected in your company before giving their support. In fact, 55 percent of Gen Z choose which brands to purchase based on how eco-friendly and socially responsible they are. Consider what your company’s core values are and how they can translate to initiatives that would resonate with the environmentally-conscious Gen Z, otherwise you risk being tuned out by a large portion of this generation.
Engage in Meaningful Interactions
Compared to previous generations, Gen Z is less concerned with brand loyalty. While older generations typically find a brand they like and stick with it, Gen Z is far less likely to do so. However, this doesn’t mean Gen Z is brand averse. They are generally very eager to interact with brands that engage them on their own terms in meaningful ways. For example, you would be more likely to interact with Gen Z through events sponsored by a brand or running a contest that asks for product design submissions.
Enhance Your Mobile Experience
IBM conducted a study in which they found that 75 percent of Gen Z selected a mobile phone as the device they use the most. Teenagers are getting their first smartphone at younger ages than before, which is partly why Gen Z is so comfortable with this device. As a result, your mobile and web presence will become increasingly important moving forward. If you haven’t already, your business should be investing resources into its web and mobile presence.
Focus on the Platforms They Use
One of the most important things to consider when thinking about marketing to different generations is what social media platforms they congregate on. You wouldn’t want to spend your precious marketing dollars on a campaign targeted to Gen Z on a platform they don’t care for. For example, Snapchat and Instagram are the social platforms of choice for Gen Z. While Facebook and Twitter remain powerful marketing platforms for older generations, consider which platforms to target when it’s time to focus on Gen Z.
Keep It Short and Sweet
It’s hard to hold Gen Z’s attention for long. They typically bounce between several screens and apps at a time, meaning that long-form advertisements aren’t the way to go. Using short-form video content (under 6 seconds or less) is the best way to grab the attention of a member of Gen Z and leave an impact without overstaying your welcome. Going back to Snapchat and Instagram, the “story” features of those platforms are the perfect tool to use for bite-sized advertisements that will resonate with Gen Z.
Any marketing professional will tell you how hard it can be to advertise to different generations. Values and attitudes are constantly changing, but it doesn’t have to be difficult. If you’re thinking of upping your marketing game to any and all generations, look no further than TriSpark Media. Reach out to our team of talented advertisers and marketers who can work with you to help your business advertising strategy stand out among the rest.