The members of Generation Z are our true technological natives. While many millennials had smartphones and social media accounts in their tweens and teens, most Americans in the 7-to-22 age group started screen time as toddlers and grew up with ever-evolving tech. Marketers must account for unique aspects of the Gen Z experience to attract and convert these users, who expect an unprecedented level of personalization and social interaction from their go-to brands.
A strong omnichannel strategy for this age group starts with detailed knowledge about what makes Gen Z tick. This intel potentially comes with a significant price tag, as Hootsuite reported in 2019 that U.S. Gen Z members alone spend about $143 billion each and every year. Meanwhile, Fast Company projects that this age group now makes up 40% of all American consumers. Consider these attributes to plan profitable campaigns to effectively target this sought-after population.
Emphasize value
Gen Z shoppers grew up during the Great Recession. They watched their older siblings struggle with student loans in a weak job market and, as a result, have a refreshed outlook on the value of a dollar. While they prize convenience as much as millennials do, Gen Zers also love a bargain. They can also be swayed by social media ads that champion savings. In a survey by Campaign Monitor, nearly 30% of Gen Z members said they made two to five purchases of products they'd seen on social media over the past month.
Rethink your social strategy
If you think Gen Z is outside your intended audience, think again. As these tech natives grow up, they are more likely to experiment with new brands than older adults who tend to stick to their tried-and-true favorites. In a July 2021 research study by eMarketer, more than half of Gen Z adults said that they use social media to purchase products, and even more said they research brands on their go-to apps when considering a purchase. You need to show up where these shoppers spend time online; the survey respondents cited YouTube, Instagram, Facebook, and TikTok (in that order) as their favorite sources for product research.
Make it interactive
Gen Z shoppers are more likely to engage with brands on social sites than other age groups, most commonly clothing companies, beauty and skincare products, and tech. While some say these young adults have a short attention span, they actually have an incredible ability to find the information they need in a never-ending barrage of information.
You can proactively attract younger prospects by combining targeted ads that speak to their interests and needs with interactive elements that make them part of the story. For example, a brick-and-mortar clothing brand can pivot to create Gen Z appeal with shoppable Instagram stories and a tie-in hashtag campaign with cool store displays for selfies.
Speed it up
Unlike those of us who had to wait weeks for products from mail-order catalogs, Gen Z tweens, teens, and young adults are used to getting their packages fast. For this reason, they gravitate toward brands that sell through Amazon to take advantage of Prime shipping. If you prefer a direct-to-consumer approach, make sure you have a speedy, seamless shipping solution that doesn't break the bank.
Protect their privacy
Gen Z has a keen awareness of just how valuable their personal data is and how marketers track and use their every move to sell them products and services. Flip the script and gain the trust of this demographic with a solid security strategy. Be transparent about your intentions and explicit about how you protect your customers' personal information. In an IBM study, 61% of surveyed Gen Z members said they are more likely to shop with a brand they can trust with their data.
Reach out to Code3 to strategize about how to connect with lucrative audiences like Gen Z. Our diverse, remarkable team guides clients to their desired outcome with our proven processes. We have the knowledge to help your brand evolve in real-time to adapt to the constant changes in the social media marketing landscape, combining human expertise with proprietary tech and reporting solutions.
