Generation Z includes those born from the mid-1990s to 2012, meaning their age ranges from around 7 years old up to 24.
Gen Z is the first to grow up with easy access to technology for most of their lives. They’ve seen technology expand rapidly over their lifetime, and probably don’t remember a time without it.
According to statistics, Gen Z will make up 40% of the population by 2020. As they begin entering the workforce and increasing their purchasing power, our blog looks at what you need to be including in your marketing strategy to start appealing to them as well.
Popular influencers tend to be similar in age to Gen Z, and are less likely to be ‘celebs’ as this generation gravitates towards those they feel they can relate to.
Often, influencers work with brands to help advertise their product or service. For example, wearing clothing in a picture shared on Instagram and listing the item in the description. Working with influencers doesn’t have to be as costly as you might expect – micro-influencers still have a big following and tend to have a higher engagement rate than mega-influencers.
Snapchat & Instagram stories
It could be said that Gen Z have a short attention span, resulting in a lot of switching between apps – a process made easier than ever before on new smartphone models.
With this in mind, we suggest short and snappy stories – say what you need in that first post on your story, or in few words on people’s feeds before they have the chance to scroll right past you.
It is essential that every aspect of your marketing is mobile friendly, considering that Gen Z spend most of their time on mobile phones compared to desktop or watching TV.
According to statistics, Gen Z spend an average of 5.9 hours a day consuming content on their phone, compared to 5.2 hours for Millennials. You could be missing a good opportunity by not optimising your content to be mobile-user friendly.
Adapting to the use of new platforms across your team can be difficult, so start researching emerging technologies before they have had a chance to swoop the market.
Platforms like TikTok are likely to be the next big thing, as one of the most downloaded apps in 2018. TikTok, formerly known as Mucical.ly, allows users to record short videos of themselves with filters and other features, and boasted 200 million users in 2017.
Houseparty is another emerging platform allowing users to connect through live group videos, which could be another useful marketing tool to find out what your target audience is interested in or to be used in conjunction with influencers.
What to avoid
With Gen Z spending less time in front of the TV than previous generations, TV ads are not likely to be as effective. With a 41% increase in the use of ad blockers, traditional adverts are no longer the best tool to get in front of Generation Z and therefore creativity is key when trying to get your message in front of them.
However, other paid advertising could be worth considering including on Spotify who currently have 90 million ad-supported listeners.
Members of this age group have short attention spans (around 8 seconds to be precise), so think snappy and to the point with your message. Despite this, Gen Z are 29% more likely to buy something online than millennials, a statistic you can really take advantage of.
If your company isn’t thinking about how your marketing strategy needs to focus on accommodating Generation Z, you’re likely to be cutting out a large section of potential buyers.
Heidi Hawkins – KC Communications
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