There’s a lot of talk in the marketing world about engaging Millennials. However, there’s a new generation in town that needs some marketing TLC: Generation Z.
Generation Z is the next wave of consumers born after 1990. While some might lump Gen Z-ers together with Millennials, they are uniquely different from their older brothers and sisters. Gen Z-ers are the true digital natives having never known life without the internet or smart technology. While Millennials forged the way for Facebook, Netflix, and mobile-friendly content, Gen Z-ers see these tech milestones as norms.So, what does all of this mean for your inbound marketing efforts? Here are four tactics to consider for Gen Z-ers.
1. Create Snackable, Relatable Content
Gen Z-ers expect to consume information quickly, so multiscreen-optimization and snackable experiences are a must. Content should be image-heavy, not wordy. Try videos, listicles, and GIF blogs.
Attention spans are dwindling, and research now shows that 8 seconds is all the time that marketers get. The easiest way to grab someone’s attention is to create content that is easily-digestible and relatable. Gen Z-ers prefer brands like Aerie to Victoria’s Secret because they embody their beliefs and promote self-love instead of promoting unrealistic expectations of perfection.
2. Leverage Influencers
Gen Z-ers tend to distrust brands and professional marketing. They prefer to read review boards and listen to influencers. In fact, research shows that 63% of Gen Z-ers prefer to see real people in ads over celebrities. Influencers connect with Generation Z because Gen Z-ers idolize bloggers and vloggers. Leveraging a YouTube star in your marketing efforts will humanize your brand and help you connect with Gen Z.
Target has done an excellent job of using influencers in their marketing efforts. YouTube personality Caitlin Bea helped promote Target’s merchandise for wedding season in an engaging Facebook campaign.
3. Commit to a Cause
Research also shows that 60% of Gen Z-ers want their jobs to impact the world and 76% are concerned about humanity’s impact on the planet. Generation Z wants to make a difference in the world, so it’s no surprise that they care about your brand’s integrity.
This offers a great opportunity for businesses to commit to a cause that aligns with their core values. Marketers trying to connect with Generation Z should show their philanthropic side.
4. Use Video Marketing
In a recent study, nine out of ten respondents watch YouTube daily, and 70% prefer streaming over broadcast or cable TV. Incorporating video into your marketing efforts is now more important than ever before. There is no better medium than video for telling a story, and video demands more consumer attention than any other medium.
Get to Know Generation Z
By 2020, Generation Z will account for 40% of all consumers. Understanding this cohort will be essential for businesses that want to see continued growth and success. If you’re interested in implementing a new marketing strategy that attracts future consumers, schedule a consultation with one of Blue Frog Marketing's inbound marketing strategists.
Blue Frog is an inbound marketing firm with offices located in Denver, CO, Des Moines, IA, and Huron, OH. If you don't live in any of these locations, don't worry. We work with businesses all across the nation. Contact us today!