The Ultimate Guide To Market To Gen Z
Social media is Gen Z’s playground. Research from Later’s research team, 73% of Gen Z spend more than three hours daily on social platforms. Whilst trends and preferences shift over time, social media remains the core place where they engage, discover products and connect with brands and people alike. As the first true digital natives, their identity has been shaped by constant connectivity and social awareness, setting them apart from previous generations.
Gen Z: A Recap
Generation Z, born from 1997 to 2012, represents a unique challenge for marketers. Their digital first nature has cultivated a heightened awareness of advertising tactics, making them more discerning consumers. As a result, traditional marketing methods often fall flat, necessitating innovative strategies to capture their attention and loyalty.
To put it simply, marketing to Gen Z differs significantly when compares to approaches used for older demographics. So, we’ve put together an ultimate guide when planning your organic social media marketing strategy to target Gen Z’s. Grab a cuppa as it’s a detailed one.
We’re just Different 🤷♀️
Gen Z’s use TikTok as a search engine, in the same way previous generations used Google. According to Euro News, 40% of Gen Z prefer TikTok searches. This, coupled with short form video content (TikTok’s and Instagram reels are more entertaining and direct for Gen Z’s.
It’s no secret that TikTok’s search is more interactive, forthcoming and most importantly quicker. Gone are the days of scrolling through about 6 blogs online to try and find the anwser to what you’re looking for (but in this blog you will… we promise 😉). Gen Z’s are also more likely to trust information from TikTok as it’s personalised and has that human, authentic element to it. Here’s the best practices to use on social media when marketing to Gen-Z’s.
1.Consistent messaging
Rule number one: keep that messaging consistent. With TikTok having 1.5 billion current users and instagram having over 2 billion users, there’s an abundance of information and users fighting for our attention. As a personal or business brand, it’s imperative to keep your messaging consistent and focused, and avoid content that is long with unnecessary amounts of information. Doing this ensures you can capture their attention more effectively, whilst also ensuring your posts are pushed to the right audience.
Cereal brand @surreal with their genius, straight to the point marketing - cuts through the noise by letting consumers know it’s a tasty cereal in a light-hearted way!
2. Leverage Short Form Video Content
Gen Z’s are the first totally digitally native generation with smart phones and social media, and their preferences reflect this. Content that is easily digestable, and quick content that we can consume are key, and according to Bazaar, 70% of Gen Z’s say product videos and photos are particularly helpful when it comes to making a purchase. Our rule of thumb: aim to hook your viewers within the first 3-5 seconds to cut through the heavily saturated social media space!
@byrotation - leveraged a trending pop culture moment - taylor swift eras tour whilst reinforcing their key messaging to rent clothing from them. The video captures your attention straight away with this simple but effective sign!
3. Authenticity, Authenticity, Authenticity!
We’ve said it before and we’ll say it again- Gen Z’s can see right through traditional advertising methods, and actually prefer more raw and relatable content. Creating content that feels genuine and human builds relatability and trust within your target audience, which are all key to creating a loyal and sustainable follower base.
Your community really is everything - and your consumers or target audience seeing themselves reflected back is a key part of building a loyal fanbase and building purchasing power!
Manchester based beauty brand @refy recently collaborated with members of their community by giving them a ‘brand trip’ to Mallorca. This is great as it’s genuine and relatable content - whilst also rewarding their community.
4. Channel Specific Content
Each social media platform has its unique features that you have to keep in mind before curating your trend. Make sure that you optimise your content for the platform to help you maximise reach and engagement. Your Instagram trends won’t be the same as your TikTok trends! By leveraging the best features of each platform, your trend-driven content can be more impactful.
Our client @freshlengths utilises different content pillars on Instagram & TikTok, so that the content is optimised for each platform to optimise performance!
On TikTok, to keep it platform specific, the strategy is geared towards more GRWM style talking videos, daily vlogs and funny / relatable moments.
5. Collaborations That Just Make Sense
Influencer content, when done right, comes across as a more personal recommendation from a trusted source, rather than an ad. Gen Z’ value relatability and seeks advice from trusted figures - which is why collaborating with influencers that are aligned with your brand is so important. Amplify your messaging by co-creating content that is relevant to both yours and their target audience for maximum results.
@blankstreet partnered up with @melissaswardrobe in launching an off menu drink item. Melissa has proved time and time again her influence and trust with Gen Z consumers, with a popular saying ‘mel made me do it’ or #MMMDI where users post buying things that Mel has promoted on her socials.
6. Communicate In Our Language
Gen Z heavily rely on abbreviations, acronyms, slang and emoji’s- and communicating in our ‘language’ is a cheat sheet to building relatability. We’re generally also have an interest in “woke” topics such as LGBTQ+ rights, animal welfare, sustainability and diversity. Accounts that address these issues have a higher chance of grabbing the attention of Gen Z and earning their loyalty.
The great news about our ‘language’? It’s always changing - and this is why we think its so important to hire Gen-Z’s to take care of your socials. Book a 1-1 call to find out how you can work with us!
Make up mogul @madebymitchell just gets their Gen Z audience by speaking in our language - OG is a popular abbreviation used to describe someone or something that is the original or originator
7. Incorporate UGC
User Generated Content (UGC) is a great way to value your community and build trust within Gen-Z consumers in a cost effective way. UGC has been shown to significantly boost engagement rates among Gen Z. Content created by peers is 20% more likely to influence purchasing decisions compared to brand content.
Using UGC helps foster a sense of community around a brand. When consumers see their content featured by a brand, it creates a feeling of belonging and loyalty. This community aspect is particularly important for Gen Z, who value collaborative relationships with brands rather than passive consumption. Social media platforms are also increasingly prioritising creator-led content in their algorithms. This means that UGC is more likely to be promoted over traditional high-quality brand content.
@kaicollective, a luxury clothing brand, regularly feature carousels of their customers wearing their clothing.
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