Gen Z, born between 1997 and 2012, is a massive force with an estimated spending power of $360 billion [Gen Z Planet]. The most ethnically diverse generation, Gen Z has surpassed Millennials as the largest generation, reaching 20% of the US population as of 2023. Understanding their unique habits and preferences is critical for any brand hoping to stay relevant in today’s ever-crowded and competitive marketing space.
Forget Cable, They Grew Up Streaming
Unlike Millennials who ditched cable, Gen Z never knew it. They’re digital natives who consume content primarily through YouTube and TikTok [Social Media Today]. Social media isn’t just a platform; it’s an integrated part of their lives. They crave authenticity and can sniff out inauthentic marketing a mile away.
The good news? They actively engage with branded content – over 90% follow brands on social media [We Are Social]. But forget long sales pitches. Gen Z spends a significant amount of time online, with nearly half clocking in 10+ hours daily [Media Kix]. They crave short, engaging content that entertains and informs.
Winning Platforms and Content Strategies for Gen Z:
If Gen Z is your target market, meet them where they spend their time. Use these social channels to engage and connect:
- YouTube: The Learning Hub (85% of teens use YouTube [DataReportal])
- Informative content reigns supreme. Gen Z trusts YouTube for education, with nearly 60% preferring it over textbooks [Pearson].
- Keep it short and sweet. 2-4 minute videos with positive, uplifting messages resonate best. 68% of Gen Z users said they use YouTube for entertainment and scrolling (Later).
- Leverage vlogging and micro-influencers. Influencer endorsements are king, with authenticity valued more than celebrity.
- TikTok: The Short-Form Video King (60% of Gen Z users are on TikTok [DataReportal]) In fact, Gen Z prefers to watch short-form videos on TikTok over Instagram (eMarketer).
- Embrace quick, fun, and engaging content. TikTok thrives on trending videos and memes condensed into 15-second clips.
- Shoot vertically! Gen Z consumes content on mobile, so optimize your videos for their viewing habits.
- Snapchat’s Snap Originals: Bite-Sized Entertainment
- Attention spans are short. Take note of Snapchat’s rise in viewership for its vertical, 5-minute Snap Originals series.
- To connect with younger audiences, create short, captivating content designed for mobile consumption.
Tips for Reaching Gen Z
We know that Gen Z is a digital generation with unique preferences. But how can you leverage this knowledge to craft winning marketing strategies? Here are some additional considerations:
Embrace Emerging Technologies:
- Augmented Reality (AR) and Virtual Reality (VR): Gen Z loves interactive experiences. Explore incorporating AR/VR elements into your marketing campaigns. Imagine virtual try-on experiences or interactive product demos.
- Livestreaming: Livestreaming platforms like Twitch and YouTube Live are booming. Host live Q&A sessions, product launches, or behind-the-scenes glimpses to connect with Gen Z in real time.
- Shoppable Social Media: Platforms like Instagram and TikTok are making shopping seamless. Utilize shoppable features to allow Gen Z to discover and purchase products directly within the app.
Be Purpose-Driven:
- Social Responsibility Matters: Gen Z is passionate about social justice and environmental issues. Align your brand with causes they care about and demonstrate your commitment through authentic storytelling.
- Community Building: Foster a sense of community around your brand. Encourage user-generated content (UGC) through contests or challenges. Partner with Gen Z creators who share your values to create relatable content.
Embrace User-Generated Content (UGC):
Gen Z trusts their peers. Encourage UGC by running contests or challenges that incentivize them to create content about your brand. User-generated content feels authentic and relatable, fostering trust and brand loyalty.
Prioritize Mobile-First Experiences:
Gen Z lives on their phones. Ensure your website and marketing materials are optimized for mobile viewing. If your brand strategy aligns with this, consider creating a mobile app.
The Key Takeaway About Marketing to Gen Z: Authenticity is King
Short, authentic, and engaging video content across all social platforms is the key to grabbing Gen Z’s attention and creating relationships. They value transparency, social responsibility, and brands that align with their values.
Remember, Gen Z is a powerful generation with a growing voice. By understanding their preferences and tailoring your strategy accordingly, you can build lasting relationships and achieve marketing success.
This post was updated from the original blog in 2020.
