Typically born between 1998 and 2014, Gen Z has always been fully immersed in technology. Therefore, they are amongst the most tech-savvy and hyperconnected generation. Gen Z lives online just as much as they do offline, and active participation on social media is widespread. According to Pew Research Center, 45 percent of teens are “online almost constantly” and use digital and social media to interact and stay connected. As a boutique public relations firm, we understand the importance of tailored generational marketing. With Gen Zers living in the digital world just as much as they do in their own, there are significant opportunities to get their attention online. While trends of how they spend their time remain consistent, it’s essential to tailor your brand’s marketing towards a specific audience in Gen Z.
Here are some tips our boutique public relations firm has when it comes to marketing to Generation Z.
Don’t be obvious in your marketing.
Old school online marketing tactics won’t work. Being that they’ve grown up online, they know an obvious marketing campaign when they see one. So instead of explaining why Gen Z needs what your brand is selling, tell them how it will better their lives. Market yourselves through authentic, engaging content that provides value to your consumers. You need to establish your brand as valuable and credible before convincing Gen Z you’re worth spending money on.
As a brand, it is essential that you are welcoming of all identities, and do what you can to help your audience and their communities. As such, make sure that your marketing campaigns and content is representative of a variety of ethnicities, styles, and identities. It’s important to incorporate not just your target audience in your marketing, but all ages, genders and races. Generation Z is known for valuing and being accepting of a variety of identities, so don’t neglect any of those groups in your campaigns, and in your company as well.
Use video content.
According to Pew Research Center, 85 percent of Gen Z uses YouTube, with 80 percent of those teenagers watching video content to learn a new skill or new information. It’s no surprise – video content is a great way to inform and engage users. If video content seems intimidating for you, Instagram Reels and TikTok are great platforms to create short-form video content. This is the type of content that will catch their attention and keep them coming back for more.
For more information about how to reach Gen-Z, click here.