In today’s fast-paced digital landscape, Generation Z (born between 1997 and 2012) is the first generation to grow up with the internet, social media, and smartphones as integral parts of their lives. This makes them a unique demographic that businesses are eager to target, but to do so effectively requires a deep understanding of their values, interests, and behaviors on social media. Here’s what marketers need to know to connect with Gen Z.
Who is Gen Z?
Gen Z accounts for over 20% of the U.S. population. Unlike older generations, they’ve grown up with the internet and smart devices, making them highly digital-savvy. They are not easily swayed by traditional advertising methods like TV commercials. Instead, social media plays a more significant role in their purchasing decisions. Understanding their habits is key to effective marketing.
Gen Z and Social Media
Social media is at the core of Gen Z’s daily life. A Morning Consult report from 2024 shows that 54% of Gen Zers prefer YouTube over other platforms, with 80% spending time there. Instagram follows closely, with 75% of Gen Zers frequenting the app, and TikTok (69%) and Snapchat (63%) also ranking high. Furthermore, 35% of Gen Zers spend over four hours a day on social media. These platforms are where marketers need to focus their attention if they want to reach this audience.
Blending Online and In-Person Experiences
While Gen Z enjoys the convenience of online shopping, they also value in-person experiences. They often use a mix of both, favoring the ease of online shopping alongside same-day pickup options. A 2023 Deloitte study showed a 50/50 split between Gen Z and Millennials on whether online interactions could replace real-life experiences. This indicates that an omnichannel marketing approach is best when targeting Gen Z.
Key Social Media Marketing Strategies for Gen Z
1. Collaborate with Creators and Influencers
For Gen Z, authenticity and originality matter more than traditional influencer marketing. Partner with creators who offer a genuine connection with their audience. User-generated content (UGC) that integrates your product in an organic way is more likely to resonate with this group.
2. Give Your Brand a Personality
Brands can become influencers by building a persona or associating themselves with popular creators. For example, Duolingo’s mascot has become a viral sensation on TikTok. Developing an engaging online personality for your brand can help you connect with Gen Z on a personal level.
3. Focus on Engagement Over Follower Count
Gen Z is less loyal to specific brands and more likely to engage with content that resonates with them on social platforms like TikTok and Instagram. Focus on engagement metrics, such as likes, shares, and comments, rather than the number of followers.
4. Leverage Video Content
Video content is a huge driver of purchases for Gen Z. Over half of them have purchased products after seeing them in review videos. Creating authentic, unscripted videos is crucial for connecting with Gen Z, whether it’s through TikTok, Instagram Reels, or YouTube Shorts.
5. Optimize Your Google Business Profile
When Gen Z searches for your brand, they often turn to Google first. Ensuring your Google Business Profile is accurate, up-to-date, and optimized for mobile is essential. This includes providing current store hours, location information, and in-stock product availability.
6. Create Short-Form Content
Short-form content like 10-, 30-, and 60-second videos is ideal for capturing Gen Z’s attention. They prefer quick, digestible snippets of information, so be sure to make your content concise, engaging, and relevant.
Conclusion
To reach and engage Gen Z effectively, brands must adapt their social media strategies to reflect this generation’s values, preferences, and online behaviors. By embracing authentic content, working with relatable influencers, and focusing on platforms like YouTube, Instagram, TikTok, and Snapchat, marketers can successfully connect with this elusive but impactful audience.
