For a long time, millennials have been an integral part of brands’ marketing strategies, but now is the time for a new purchasing powerhouse; Generation Z. This group is ambitious, engaged, and feel like they can change the world.
Despite their age, this generation influences nearly $44 billion of discretionary spending a year. They are powerful consumers who will have a strong influence on the market direction over the next decade.
Social media is one of the most influential ways this audience can be targeted, as over 85% of Generation Z will learn about new products through social platforms and 69% will go to a store based on a social media post.
Here are a few tips to make sure the up-and-coming generation of consumers are on your side:
1. Use a mobile-first strategy
Say goodbye to desktop browsers and say hello to Instagram, Facebook, Snapchat and native apps. Gen Zers were born into a high-tech and highly-networked world, they are the first to be raised in the era of smartphones.
With this in mind, it has never been so important to ensure that new campaigns are designed to specifically target mobile devices.
2. Keep content entertaining
While Millennials used social media predominantly to upload photos and speak to friends, Generation Z are looking to be entertained. Almost half of Gen Zers say that entertainment is one of the most important reasons they go online. Hence, video becomes the most important form of content.
Above all else, creating simple and short videos that are quick to digest is much more captivating to Gen Z's, whose attention span is roughly eight seconds as compared to the 12 second attention span of millennials. Long-form content is less popular and will often be overlooked.
3. Influencer Marketing
Influencers are individuals with engaged audiences that follow them across multiple social channels. They can become a powerful marketing tool for brands to promote to their relevant community.
Generation Z are a marketing-aware generation, so influencer marketing has the potential to make the most impact among this audience. Gen Zers are more likely to relate to a “real” peer online than a celebrity spokesperson, which is why are they more drawn to influencers, who serve as arbiters of what’s new and exciting. Influencers carry their own loyal community and content they share has shown to outperform the content most brands create.