It is no secret that the Gen Z generation (everyone born in the mid-1990s to the early 2010s) is quite different from other generations. Gen Z is the first generation that is fully surrounded and emerged with the Internet, social media, and technology since they were young. Therefore, understanding what online marketing practices you should use to correctly market yourself for Gen Z is crucial to properly target and engage with the audience. Learn about some of the key characteristics below.
Content Consumption Preferences
Gen Z is more drawn to visual and video content than written content. Social media posts and short engaging videos are preferred rather than, for example, blog posts and newsletters.
Preferred Communication Channels
Gen Z is used to getting their information quickly and easily, therefore even in their preferred communication, they tend to choose those platforms that fulfill this standard. In most cases, the generation prefers to engage via Snapchat and spend time on TikTok, Instagram, and YouTube.
Privacy Concerns and Data Security
According to Sara Karlovitch from Marketing Dive, the Gen Z generation is three times more likely than older generations to consent to tracking. About 37% authorize tracking to receive targeted ads and gain access to relevant content.
According to the same article from Marketing Dive, in the past year over 75% of the generation admitted to purchasing a product based on the influencer´s recommendation. However, you have to be careful about what influencer you choose.
Do not bet all your money on a big-name influencer who seems like an easy choice. Do your research and make sure that you know what kind of message and story you want to tell and how, then try to find someone who shares the values of your message and complements it.
Authenticity and Transparency
The Gen Z generation is keener on researching the product or brand before purchasing than other generations. The research involves both search engines and social media. Brand values and beliefs are somewhat important for 74% of Gen Z in their purchasing journey. Significantly higher than for other generations.
Gen Z also values more authentic and transparent content rather than staged content, which seems too perfect. Hence the popularity of influencers that show their imperfections, the challenges they face, and their bad habits. Content that is relatable is major for the generation.
Try to incorporate USG (User-generated content) into your marketing efforts. To ensure credibility and gain the trust of the generation, use customer reviews and feedback on social content. As previously mentioned, they want something they can relate to.
Lastly: Do not to try to fool Gen Z, they will want to see the receipts and will call you out and, in the worst case… cancel you.