So you want to capture the attention of Gen Z?
Understanding and capturing the attention of Gen Z is an essential part of every modern marketing strategy. Gen Z represents a significant portion of the population that is rapidly becoming a dominant force in the consumer market. Their increasing purchasing power means that it is important that marketers know how to reach and appeal to them. This digital-savvy audience, born between the late 1990s and the early 2010s, has grown up with technology at their fingertips, and because of this, they are unique in their preferences and behaviours.
Unlike previous generations, Gen Z values authenticity, social consciousness and engaging bite-sized content. They are quick to embrace brands that resonate with their values and just as quick to dismiss those that don’t. To effectively reach this particular bunch, marketers need to understand what makes them tick so they can tailor their strategies accordingly. Here’s a compact guide on how to do just that…
Tip number one, be authentic. Gen Z can spot a phoney a mile away and is usually diverted by over-polished or ingenuine content. Instead of trying to impress them with perfection, show them the real and relatable side of your brand. Behind-the-scenes moments, user-generated content and showing the human side of your brand will go a long way with this audience.
Number two, get on social media! If your business is not already on social media, you’re missing out on a huge audience- Gen Z may as well live there! Platforms like Instagram and TikTok are hugely popular among the Gen Z audience and you are much more likely to reach them there than on the radio… To guarantee you capture their attention, incorporate short, engaging videos into your strategy, keep up with the latest trends and create content that will stand out in their feeds.
Bonus tip- try not to bore them with too much text, visual is the way to go!
Next up, video content. It’s no secret that attention spans are diminishing and generally, a Gen Z audience will prefer content that is in a bite-sized format to cater to their short attention spans. Remember, a large part of their day is spent online, so they will see numerous posts per day- something quick that requires minimal concentration like a video is likely to make them stop scrolling and listen. It doesn’t matter if it’s shorter videos for Reels or TikTok or longer videos for YouTube, invest in high-quality production, experiment with different formats and lengths to find what works best and share a compelling message.
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Tip four, be socially conscious. Gen Z is a group that cares about social issues and expects brands to do the same, especially the ones they support. They want to see companies that care about issues such as climate change, social justice and equality, and that doesn’t mean just talking the talk. They expect you to walk the walk too; ensuring your operations are environmentally conscious, being transparent about your efforts and actively supporting causes that align with your values.
Five, offer value. Make sure you’re offering something that’s worth their time. Gen Z want to feel like they’re getting something valuable from their interactions with your brand. You could offer exclusive discounts or early access to products as well as educational or entertaining content. They will also find value in your interactions with them such as timely responses to comments and interactive content.
Foster a sense of community. Every consumer will appreciate a brand that creates spaces for them to connect with like-minded people, especially Gen Z. Building a strong sense of community around your brand can lead to increased loyalty and advocacy, something that is valuable in both retaining existing customers as well as obtaining new ones.
Tip number seven, be mobile-friendly. This is very important when dealing with a Gen Z audience. More often than not, Gen Z will access your content, services and website through their phones so they expect a seamless mobile experience when they are browsing a website, online shopping or interacting with your content on social media. If your mobile experience is lacking, they’ll quickly move to a brand that is getting it right. To make sure you’re one of the brands that are getting it right, optimise your website for mobile phone devices, ensure easy navigation and fast loading times and create mobile-first content.
And our final tip is to keep it fun. Gen Z will appreciate fun and creativity so don’t forget to experiment with your marketing. They are much more likely to engage with content that is entertaining and doesn’t take itself too seriously- take Ryanair for example… Use humour and memes where appropriate, think outside the box and show your brand’s personality!
Capturing the Gen Z audience isn’t rocket science but it does require a genuine and thoughtful approach. By making sure you tailor your marketing strategy to appeal to this influential generation, you’ll ensure that you tap into this huge audience and see the results you’re aiming for.