What content attracts Gen Z?

sheerid.com - Gen Z Marketing Tactics - SheerID

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Today, many companies are seeing success when marketing to Gen Z by engaging with their desire to support brands that they see as authentic and socially engaging.

Here are 9 effective Gen Z marketing strategies:

Establish a Clear Voice

Gen Z loves it when brands project a strong personality. Content that is fun and lighthearted is popular among younger consumers. Using social media trends is a great way to leverage humor and make your brand appear relatable. Just be sure to stay current—using Gen Z marketing trends that are so last year might elicit a cringe from hip youngsters. Regardless, your brand should have a strong, unique voice.

Build Community

Encourage consumers to interact with your brand by creating fun brand hashtags and asking people to tag your brand in posts about their products. Featuring user-generated content on your site is a strategy rising in popularity. So, if someone buys, say, a jacket from your brand, they might post a picture of themselves in said jacket and tag your brand. Then, you can share their image on your brand’s social media or website. That way you get extra publicity and they get to enjoy a moment in the spotlight. Other ways to create a brand community include making a Facebook group for your brand, going live on Instagram or TikTok, asking for feedback or ideas from consumers (i.e. what should the theme of our next launch be?), posting polls on social media (i.e. what upcoming product are you most excited about?), and hosting giveaways.

Leverage Influencer Marketing

Generation Z likes to be engaged by “real people”—celebrity endorsements are not as convincing. Gen Zers are more likely to be swayed by influencers on social media, particularly YouTube, with 1 in 5 teens reporting that they use YouTube “constantly.” Partnering with influencers can increase brand awareness dramatically; 65% of Gen Zers have bought something because an influencer recommended it.

Emphasize Visual Content

The top three social media platforms among Gen Z are YouTube, TikTok, and Instagram. What do these all have in common? They emphasize visuals. Gen Z consumers want short, snappy videos and eye-catching graphics. If you try to attract them with large blocks of text, they’re likely to just scroll past. When engaging this audience, it’s worth it to invest in quality visuals and content that boils down the essentials.

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Authenticity and social impact in brands is important to Gen Z. Research shows that 77% of Gen Z have done something to stand up for a cause they believe in, and they expect brands to do the same. Brands are working to convey to Generation Z that they are not just talking about social responsibility and change but are actually doing it.

Some causes that Gen Z tend to care about include:

Diversity, equity, and inclusion

The environment

LGBTQ+ rights

Mental health

Gender equality

You can use cause marketing to your advantage by clearly establishing your brand’s values. Discuss your brand’s mission openly and back up your statements with concrete action, such as donating a percentage of sales to a non-profit or hosting events that support important causes.

Prioritize Diversity

Gen Z is the most racially and ethnically diverse generation yet, and they also support diversity in terms of gender and sexuality, with 59% of Gen Z saying that forms should provide gender-neutral options. To effectively engage this audience, choose imagery that reflects the diversity of this community, show that you care about issues regarding equality, promote inclusive language, and ensure you have a range of voices on your team. Remember, the key is being authentic and honest in these efforts.

Acknowledge Mistakes

Gen Z cares a lot about their values, and they are unafraid to call out—or even “cancel”— brands that don’t live up to their expectations. And with the sharing power of social media at their fingertips, one blunder from a brand can quickly become viral, leading to a massive loss in customers. The best way to combat this is being honest and open. If your brand does make a mistake—whether that’s using outdated language that is no longer considered inclusive or putting out misleading information about a coming sale—address the issue head on. Issue a statement as soon as possible taking responsibility for the mistake and saying how you will remedy it, both now and in the future. Taking ownership is the best way to impress Gen Z and win their loyalty.

Provide Text or Chat-Based Customer Service

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Talking on the phone can seem intimidating or boring for a generation that grew up with texting as their primary form of communication. In fact, 85% of Gen Z would prefer communicating with brands via text or an automated system. So, make it easy for your younger customers to get in touch by offering customer service through social media messages, texts, or chatbots.

Personalize Content

Personalized content is a proven strategy across marketing personas, but it’s an absolute must when marketing for Gen Z. In fact, 81% of Gen Zers prefer personalized ads, compared to 57% of Millennials and 42% of Baby Boomers. To achieve the level of personalization young consumers want, brands need to use segmented marketing to really drill down into their specific audience. Data enrichment can help you fill out consumer profiles so you can offer more individualized campaigns, while retargeting campaigns help retain customers with personalized content.

Offer Exclusive Discounts

Seeding the market with gated, exclusive offers specifically designed for student members of Generation Z is a powerful strategy for creating brand loyalty in the growing Gen Z market. Most Gen Z won’t be earning a lot yet, and with inflation up, they will be on the hunt for brand discounts. In 2022, discounts were the #1 reason why Gen Z engaged with a new brand on social media. And when a discount is gated for a specific consumer community, the offer feels more valuable. There a few reasons student seed programs are effective Gen Z marketing strategies:

sheerid.com - Gen Z Marketing Tactics - SheerID

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