Now that most of us have adjusted
our integrated marketing efforts to cater to the millennial crowd and started
to see results, it’s time (again! already!) for us to rethink it all for the
next generation of consumers. Generation Z makes up almost 26% of the U.S.
population, spends 75% of their free time online, and has over $44B in
purchasing power. Do you have a social media strategy in place to reach this
has put together a comprehensive overview of who Gen Z is, and three tips for
effective social media outreach to this desirable demographic.
Who is Gen Z?
Born between the mid-1990s and
early 2000s, these consumers are true digital natives. They grew up with mobile
technology as a given in their lives, using it for shopping, entertainment, and
communication. Integrated marketing techniques and tactics for Gen Z are
entirely different than for previous generations; these users don’t respond to
typical outbound marketing tactics, but expect brands to come to them.
Tip #1: Go Mobile First
Since mobile phones are Gen Z’s
preferred communication tool, your social media must be optimized on mobile:
in-app purchases, mobile-friendly content and images, etc. Social features that
make online purchases easier and build brand awareness are ideal ways to
encourage users to act on your social posts. By simplifying the mobile version
of your website and online purchase process to suit the mobile interface, you
will encourage Gen Z consumers to make a purchase, share the experience, and
keep coming back for more.
For best results you will also want
to look into increasing your site’s speed and performance, ensure that any
forms are easy to use and mobile-friendly, images are compressed for quick
download, and your content is broken up with headlines and subheads for easier
navigation. If your social media offerings include a contact form or opt-in,
make sure that it is streamlined for use on a mobile device. In short: rethink
your entire marketing plan through a mobile lens!
Tip #2: Use Influencers
Gen Z is more likely to make a
purchase recommended by a friend, family member or other trusted source. They
are not as brand-dependent as previous generations, and are instead committed
to research and authenticity. Influencers build their brands by taking the time
to connect with consumers and fans on their own channels through honesty and a
commitment to sincerity (or the perception of it). Businesses and marketers
that take the time to explore and invest in influencers will see a valuable
return on their investment.
The goal is to connect with those
most likely to share and value your product or service, and who are willing to
endorse it. These may be bloggers, journalists, pundits, podcasters, or others
in your community or industry. Once influencers are in place, track engagement
and how Gen Z responds to their promotion of your business or products.
Tip #3: Be Responsible
Gen Z consciously chooses companies
that exhibit ethical behavior, that are inclusive, and that are environmentally
and socially responsible. If they feel that your business is committed to
serving your communities and society, they will choose your brand over another
when making a purchasing decision. This generation is less likely to be swayed
by slick marketing than straightforward messaging that highlights how your
organization is giving back or contributing to the greater good.
Social media is the ideal platform
for promoting your business’ positive beliefs and practices. Gen Z is
incredibly engaged, so use a hashtag, post images, share about your campaigns
to help others, and make your organization visible to them. That is how you
will earn the loyalty of this audience. When 90% of Gen Z consumers indicate
that they will spend some of that $44B of spending power with your company
because you share their values, you can’t afford to miss out.
Now is the time to re-evaluate your integrated
marketing strategies for social media and mobile. Gen Z is a much more
altruistic generation than previous, more interested in integrity than brands,
and with companies standing up for good instead of selling to them. Your
business cannot afford not
to put social media at the top
of your list for displaying your commitment to what matters most to the media
savvy, responsible, authentic consumers of today.