Marketing In The Era Of Generation Z – Strategies To Keep The Young Ones Engaged
The generation after the Millennials, specifically those born from the mid-1990s to the early 2000s are now known as Generation Z—or Gen-Z as we shall call them—and are expected to make up at least 40 percent of all US consumers by 2020.
With these staggering stats in mind, understanding the key to cater to this completely new set of consumers will become the secret weapon to marketing success.
These consumers have been bought up in a world with fast speed internet, with excess to everything in the world at just the tap of a screen. The average Gen-Z has an attention span of only 8 seconds, which means anything that takes more time than that it more likely to lose their interest. Traditional methods of marketing don’t work on them, which is why understanding what does is pivotal to keeping them engaged.
Luckily for you, here are a few tips to keeping this new generation of extremely tech-savvy consumers engaged and interested long enough to sell your product to them:
Understand what matters
This particular generation is very concerned about societal and environmental issues such as feminism, racism and global warming.
Research has shown that about 76% of this audience cares about the human carbon footprint on the planet, which is a substantial number. They are also more likely to volunteer for social causes than previous generations.
Once you understand what makes them click, you can make your brand more environment-friendly or more diverse and inclusive—tactics that will give you the upper hand over your competitors and endear you to your audience.
Social Media is your trump card
As compared to the Millennials, Gen-Z actually uses Facebook less frequently. However, this is not to say that they do not use social media anymore—they have just switched to other platforms.
They use various platforms for various purposes: Instagram is for sharing aspirational goals, Snapchat to share day to day moments, Twitter for news and Facebook for information, according to a study. This means that to market your product properly, you need to know which category it falls in and focus on the audience on that platform.
The Faster the Better
Even the way this generation shares information is different from previous generations. With an attention span of as little as 8 seconds, Gen-Z is reliant on instant information. They want everything and they want it fast! This is why a lot of YouTube ads are now shorter than 8 seconds, to grab attention and get the message across, simultaneously.
They also no longer rely on emails, and prefer texts over voicemails and calls, so if you are planning on sending promotional emails, make them short and snappy!
Use Real People
Less and less people of Gen-Z believe in the messages perfect airbrushed models on screens have to give them. They want real people – who they can relate to – to deliver authenticity to them. They want awareness, they want diversity and they want you to be down-to-earth and relatable.
More than celebrities, Gen-Z has been found to look up more to social media influencers and YouTube stars – so getting these on your marketing campaign is sure to do wonders for your product!
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