Forget marketing to Millennials, it’s marketing to Gen Z that has youth marketers thinking. If you thought Millenials were tricky to understand, wait until you find out about Gen Z!
Who is Gen Z?
Gen Z is the next generation after Millenials- people born between 1995 and 2005. They started to be born just as every household had dial up internet installed, they probably don’t know how to use an encyclopaedia, Encarta is like a foreign language to them- they are, simply put, very different. They have grown up with smartphones, tablets and broadband internet- so they are digital fluent. They have seen more adverts in their earliest years than most retired folk will have seen in their lifetime- so they know when they are being marketed to and that makes it tricky business.
How to Market to Gen Z
You only have 1.2 seconds to grab their attention, so be sure that your marketing is strong enough to give you the best chance. Here are 5 tips to keep in mind when marketing to Gen Z:
- Don’t Advertise
Gen Z live in a world of adverts, they have become numb to it and very efficient at filtering them out. When there are too many barriers to seeing content that engages them, they become disengaged and swiftly move on. This is why many digital marketing strategists are moving towards content marketing which allows a much more subtle approach to driving Gen Z to complete a desired action.
- Take Care of Your Appearance
From your brand image, digital presence (like websites and social profiles), through to the language you use- all of it must reflect the brand image you are trying to create. They don’t have time for poorly designed websites that aren’t optimised for all kinds of mobile devices or visual branding that looks like something created in Word in the 90s.
- Content is Still King
90% of the data in the world has been produced in the last two years alone! There is tonnes of data out there- tonnes of posts and content. If your content isn’t high quality, relevant, timely and visually appealing, it will fail to engage this audience. It is worth spending the time on getting this right from the start as once you start to share bad content, it is harder to get this generation back on side. Video is still relevant. The thing you will have to get better at when it comes to video is experimentation- try and test different video formats to see which gets the best response. Look at different lengths, shapes, voices, imagery and styles.
- What’s Your Point?
This is an audience who are constantly being bombarded with information and so brevity is essential. Getting your point across as quickly as possible will ensure you don’t bore them to disengagement of leave them frustrated with how long it has taken you to make your case. Keep in mind when producing any digital material, the question “What’s my point?” and try and arrive to it as succinctly as possible.
- Light. Camera. Action
Video is still relevant. The thing you will have to get better at when it comes to video is experimentation- try and test different video formats to see which gets the best response. Look at different lengths, shapes, voices, imagery and styles. You don’t have to spend a fortune on producing video content if you don’t have the budget, real videos that aren’t polished, airbrushed and professionally produced are more engaging. Try to keep it real.
If marketing to Gen Z still has you puzzled, we can help! Get in touch.