Capture the Attention of Gen Z: Part One
They’re taking the world by storm, and they’re here to stay! Gen Z is pushing the status quo in all fields with their results-driven and socially conscious attitude. Born between 1997 and 2012, this group of young adults and teenagers have an advanced understanding of modern technology, placing them in a prime position to challenge the success of traditional marketing techniques. To attract the Gen Z demographic, marketing professionals and business owners must learn to explore and embrace new approaches. If you are wondering how to adapt, here are a few ways to effectively engage with this dynamic generation:
Embrace Social Media
From a very early age, Gen Z has been exposed to technology and social media, making these resources an integral part of their learning, personalities, and everyday tasks. As a result, the majority of their free time is spent in the digital world, where they enjoy platforms such as TikTok, Instagram, Snapchat, and YouTube. Leveraging these channels will allow you to connect with them much easier than on Facebook, LinkedIn, or X (Twitter.) In addition, Gen Z is less likely to show interest in traditional media outlets such as newspapers, billboards, and radio.
Use Influencers
With the growth of social media, opportunities have arisen for people to profit off their likeness through personal blogs and posts. Better known as influencers, these individuals and their opinions are at the forefront of Gen Z’s purchasing decisions. If a popular influencer expresses their distaste for a product or service online, the associated business and their success may be deeply impacted. In comparison, having an influencer on your side can have an overwhelmingly positive effect if they give a shining review in your favor. Many small businesses have BOOMED overnight due to a great testimonial from a well-known figure! To take advantage of this phenomenon, try collaborating with influencers who resonate with your brand and have a strong following among Gen Z.
Be Authentic and Transparent
This part almost goes without saying, but you HAVE to be authentic and transparent with your marketing strategy! Like most of us, Gen Z values honesty and good quality when consuming content and considering a purchase. Transparency about your business, products, and services is imperative. To strengthen trust in your brand, invite your Gen Z following to see and be a part of the process on the other side of the screen. Examples include promoting behind-the-scenes content, walking them through the production process, and sharing insight on any weaknesses you might improve upon. Establishing a personal relationship with your audience will guarantee longevity in your engagement and success.
Get to the Point
Gen Z moves through content quickly due to their mass consumption of it. To attract their attention, keep your videos and captions simple and sweet!. If you have a bunch of information to share, optimize your copy by condensing it into three or four sentences at max, breaking it up into bullet points, and shifting it into video format. While I love to learn and read, most Gen Zers want to discern your brand and messaging quickly, so avoid writing long paragraphs for your descriptors. When it comes to video, you also have to embrace Gen Z’s short attention span. For good engagement, use a combination of two to three second-long clips, resulting in a final product no longer than a minute and a half. The faster you can get your point across, the better!
Curate Engaging Content
Once you’ve got their attention, how do you keep it? When you use features like polls, quizzes, and challenges on social media, you open up the doors for Gen Z to be active on your pages. This activity is an amazing boost for your analytics, community building, and brand awareness. The more you can invite this group to interact with your content, the stronger your social media presence will be. One of my favorite ways to engage with Gen Z online is to create opportunities for user-generated content, such as encouraging customers to share their experiences with your products. Examples include leaving a comment on your post or creating a post of their own. If you opt-out of using the tools provided by different platforms, you can include a “call to action” of your own. A call to action invites viewers to engage with your brand further through a website link, a phone number, or a social media platform handle to follow.
The way to market to Gen Z is constantly evolving, but you can start off on the right foot by embracing social media, using influencers, creating engaging content, and being authentic. Stay tuned for another rundown on how to capture the attention of Gen Z by following along on the Campfire Collective blog, where we share industry trends and best practices on all things Marketing and PR.