Generation Z makes up 40% of the global consumer population, and they play a huge part in the influencer market, especially on TikTok. Unless you’re a part of this demographic, you may find it hard to market to them. Fortunately, connecting with Gen Z isn’t as hard as you think.
How to Market to Generation Z Online
Understanding how to market to Generation Z is the key to your business's prolonged success.
Here are 10 ways to connect with Generation Z online, otherwise known as the "digital natives."
1. Make Channel-Specific Content
This advice isn’t unique to Gen Z, but it’s still important. You can’t replicate one campaign across multiple channels, as no one social media platform is made the same. Generation Z prefers to work with brands that know how to use each platform and make unique content.
2. Keep Content Short
Look, we all have short attention spans, and it isn’t because we’re lazy. We’re just busy, and we want to absorb information as quickly as possible. If you have to make content long, check out Quicktools by Picsart for emojis to copy and paste into your content, which helps break up text.
3. When in Doubt, Use Videos
Video content is preferred by Gen Z, and the success of TikTok is clear proof of that. Most Gen Zers are mobile-first and more likely to access content on their phones than on desktops. When in doubt, create engaging and information-heavy videos for sites like YouTube and TikTok.
4. Be Transparent and Relevant
Gen Zers want to feel like you understand them and their unique interests. Try focusing your messaging on their needs, values, and motivations. Incorporate relevant topics such as sustainability, diversity, and inclusivity. Speak to them in a way that’s authentic and honest.
5. Market Though the Influencer
You can try to be authentic as possible, but nothing influences Gen Z's purchasing decisions more than influencers. This strategy doesn’t have to be expensive, either. In fact, smaller influencers are more likely to have closer relationships with their followers and subscribers.
6. Provide Opportunities for Creativity
Gen Zers love to be creative and expressive. Tap into that opportunity with campaigns that encourage them to submit their own photos or videos and post their user-generated content on your feed. Offer incentives like discounts or contests to spark their creativity and engagement.
7. Make it Easy
Gen Zers appreciate fast, simple, and effortless experiences. The easier you can make the transaction process, the more likely they are to buy from you. Streamline their shopping experience through one-click purchasing and checkout options and quick delivery times.
8. Gamify Everything
Generation Z loves interactive experiences, like immersive environments, games, and activities. Incorporate gamification of your marketing tactics, such as contests, augmented reality experiences, and loyalty programs. If you’re selling an app, gamify it by giving out awards.
9. Be Entertaining
Gen Z appreciates humor and entertainment, so lay off the corporate talk as much as possible. Look for ways to add entertainment value to your messaging, such as introducing quirky characters, jokes, or pop culture references. Gen Z is also really fond of cute mascots.
10. Get With the Trends
Gen Zers spend a lot of time keeping up with trends, whether it be fashion, influencers, or social topics of the moment. Incorporate trending topics and “buzz” words into your messaging, and keep an eye on digital developments. This will also help with SEO and overall brand image.
If you’re looking to tap into Generation Z’s market, following the tips above is a great way to get you started. Start creating conversations and personal relationships with them to build a loyal customer base. Connect with Generation Z meaningfully, and you’ll be sure to succeed.