Digital natives are taking over the market. Born between 1997 and 2012, Gen Z has grown up in a world dominated by technology. They are now a significant force in the marketplace, wielding an estimated $143 billion in spending power (a pre-pandemic number, mind you!). Understanding this cohort is critical for marketers aiming to stay relevant in today’s fast-paced digital landscape.
In this blog post, we’ll explore the unique behaviors and preferences of Generation Z, the role of digital marketing in engaging them, and practical tips for adapting marketing strategies to meet their expectations.
Overview of Gen Z Behaviors and Preferences
Digital Natives
While Millennials attained digital access at the end of their generation, Generation Z is the first generation to truly grow up with smartphones, social media, and instant access to information. This has shaped their behavior in unprecedented ways.
While Facebook has created a space for all demographics to coexist, Gen Z’ers have also gravitated elsewhere. They favor platforms like TikTok, Instagram, and Snapchat, where visual content reigns supreme. Video content, in particular, captures their attention more effectively than text.
Values and Authenticity
Unlike previous generations, Generation Z places a high value on authenticity and transparency. They are drawn to brands that align with their values, such as sustainability, inclusivity, and social responsibility.
They can spot inauthenticity a mile away and are quick to call out brands that fail to live up to their promises. It’s not just about what you sell, but about what you stand for. It’s also the reason why accountability culture has become so prevalent in recent memory, as inappropriate actions will be met with repercussions.
It is in this that we see Generation Z does not operate with blind fealty towards employers. If there are any slip-ups up the ladder, Gen Z’ers are likely not afraid to call it out and/or leave their position.
Short Attention Spans
Consider the doomscrolling phenomenon that has coincided with the rise of social media. As bite-sized content continues to reign supreme, attention spans continue to trend downward. With an average attention span of around 45 seconds, Generation Z is notorious for quickly scrolling past anything that doesn’t immediately capture their interest. Marketers must deliver concise, engaging content that hooks them instantly.
The Role of Digital Marketing in Understanding Gen Z
Data Analytics and Insights
Digital marketing offers unparalleled access to data and insights that can help decode Generation Z behavior. Through advanced technology, targeting, and tracking, marketers can track engagement metrics, preferences, and buying patterns.
Consider Meta’s Advanced Detail Targeting+, which allows marketers to target unique demographics, interests, and behaviors. By remaining privy to trends relating to Gen Z, marketers can tailor their ad creative while utilizing Facebook’s tools to assist in their generational approach.
Moreover, utilizing tools like Google Analytics, social media insights, and customer feedback can provide a comprehensive understanding of what resonates with younger viewers.
Personalized Marketing
Everybody is aware of “the algorithm” by now. Through a series of tracking signals, digital marketers can learn about Generation Z’s social media habits, what they like, what they browse for on other sites, etc., and tailor their targeting towards them.
Generation Z expects personalized experiences. Generic, one-size-fits-all marketing messages won’t cut it. Digital marketing allows for highly targeted campaigns that cater to the individual preferences and behaviors of Gen Z consumers. Leveraging AI and machine learning can help create personalized recommendations, emails, and ads that speak directly to Gen Z’s unique needs and interests — but as a tech-savvy generation, Gen Z’ers can easily pick up on when AI is being used, so tread lightly.
Social Media Engagement
Social media is where Generation Z spends a significant amount of their time. Effective digital marketing strategies must include a strong social media presence. Engaging with Gen Z on platforms like Instagram, TikTok, and YouTube is essential for building brand loyalty.
Furthermore, creating shareable content, collaborating with influencers, and participating in trends can help brands connect with this audience on a deeper level.
Practical Tips for Marketers to Engage Gen Z
Create Authentic Content
Authenticity is key. Show behind-the-scenes content, user-generated content, and real stories that reflect your brand’s values and mission. Engage in genuine conversations with your audience.
Avoid overly polished, corporate-sounding content. Instead, focus on being relatable and transparent. This will help build trust and loyalty among Generation Z consumers.
Leverage Influencer Marketing
Influencers might play a significant role in Generation Z’s purchasing decisions, depending on which age range you’re targeting. Overall, partnering with influencers who resonate with Gen Z can amplify your brand’s reach and credibility, but be wary — older Gen Z’ers can sniff inauthenticity from a mile away and can tell when an influencer is just doing promo for money. It’s very easy to tune out influencer promo when inauthenticity is detected.
Choose influencers whose values align with your brand and whose followers match your target demographic. Authentic collaborations are more likely to result in higher engagement and conversions.
Optimize for Mobile
Generation Z relies heavily on mobile devices for almost everything. Ensure that your website, ads, and content are mobile-friendly.
When creating video ads, keep these social media marketing strategies in mind:
- Keep video ads vertical, as few want to turn their phones around
- Keep videos down to 15 seconds or less
- Include text captions for those who don’t want to turn sound on
Use responsive design, fast-loading pages, and easy navigation to provide a seamless mobile experience. Mobile optimization is crucial for capturing and retaining Gen Z’s attention.
The Future of Gen Z and Digital Marketing
Staying Ahead of Trends
The digital landscape is constantly evolving. Trends that rise as quickly as they fall (see: “Very demure”). Marketers must stay ahead of trends to remain relevant to Generation Z. This requires continuous monitoring of social media platforms, emerging technologies, and cultural shifts.
Experimenting with new formats, such as augmented reality (AR) and virtual reality (VR), can provide innovative ways to engage Generation Z. Being an early adopter of these technologies can set your brand apart.
Adapting to Changing Preferences
Generation Z’s preferences are dynamic, no-nonsense, and can change rapidly. Marketers must be agile and ready to adapt their strategies based on real-time feedback and data. One misstep (see: the Bumble Fumble in which the dating app promoted anti-celibacy, which many saw as an attack on a legitimate lifestyle) and Gen Z’ers will instantly write you off.
Remaining Ahead of the Curve with ONE18
Understanding and engaging Generation Z through digital marketing is both an art and a science. By tapping into their unique behaviors, values, and preferences, marketers can create strategies that resonate and drive results. Remember, authenticity, personalization, and staying ahead of trends are key to capturing the attention and loyalty of this influential generation.
At ONE18, we remain at the forefront of the zeitgeist — both in regards to Gen Z and digital marketing as a whole. It’s the reason why we’ve been able to provide leads and profits to various businesses across many different verticals for nearly a decade. Our 18Point Discovery Analysis will identify holes in your digital marketing strategy and how ONE18 can repair them. If you’re looking for a robust digital marketing plan that will create a pipeline of leads, please visit our website and contact us today.