Also known as ‘dot com kids’ ‘Zoomers’ or ‘centennials’ Generation Z refers to the generation that was born between 1996-2010. Following the millennials, Gen Z makes approximately 30% of the world population. Being raised on the internet and social media, the majority of Gen Z representatives have already finished college and are about to enter the workforce. On the other hand, they comprise a target age-category on which traditional advertising simply does not work. Then how can one reach out to the people, who stopped watching television, do not listen to the radio, seem not to care about the huge advertising banners and use ad blockers all the time? If your brand aims to win the hearts of these youngsters, keep on reading and let’s discuss 5 essential marketing strategies to attract more Gen Z consumers.
Influencer marketing is the key
First things first, in order to reach out to the Gen Z consumers, never underestimate the importance of influencer marketing. Undoubtedly, only a few brands can afford partnerships with celebrities. Therefore, collaborating with so-called ‘micro influencers’, influencers whose following is between 10k to 100k, can be among your best options. As an example, on average, every youngster spends 52 minutes on TikTok per day and if their favorite influencer advises some product, they are most likely to take a note and further search for it. Thus, in order to achieve the desirable results, make particular emphasis on TikTok and Instagram and ensure to select your brand’s soulmate influencer.
Polish your brand’s social media aesthetics
A recent survey illustrates that a potential Gen Z consumer spends only 8 seconds on your brand’s social media account before he/she decides whether your page is worth following or not. You might think that the quality of your product or service should speak for itself, but for Gen Z it is not that simple. Starting from your profile picture to your bio to the matching color themes and aesthetics of your feed – everything matters equally. So, if you wish to win the hearts of the youngsters, make sure to grab their attention by eye-catching images and authenticity first. On the other hand, the number of followers is also important. The higher the number is, the more credible and trustworthy your brand seems to its potential customers. Therefore, do not hesitate to increase your online presence via tiktokstorm or any other similar platform.
Gen Z: the science of FOMO and YOLO
In order to develop an effective marketing strategy, you need to understand your target audience first. What is the source of their motivation? What are they afraid of? Are they some shallow consumers or do they wish to be part of something bigger? FOMO, which stands for the fear of missing out and YOLO, meaning that you only live once are the most widespread slangs among Gen Z. These youngsters are highly-educated, very technology-friendly, they have respect for cultural diversity, they wish to create a meaning and contribute to the world. Therefore, the vision and mission of your brand should be in coherence with the values of Gen Z. Pay particular attention to your corporate social responsibility culture. Be an honest and loyal employer, stand for the matters of global importance, participate in charity events etc. This will definitely create a sense of belonging and result in an increasing number of loyal Gen Z customers.
You better sell experiences rather than products
You will hardly find a person who enjoys the creepy feeling of being sold to. And even if you find one, this person will not be a Gen Z representative. When you market to Gen Z, bear in mind that they are not interested in hard sales. Furthermore, they do not care how amazing your product is, as far as it can bring them different, valuable and exciting experiences. E.g if your company produces women’s sportswear, advertise how fashion and lifestyle influencers are wearing them during work out. Showcase a successful lawyer spending a weekend with her adorable kids in your sportswear. The key here is to market the experience of being empowered, independent, a role-model rather than simply talking about the qualities of your product.
Be engaged with your customers
As simple as it sounds, being engaged with your customers is one of the most important aspects of a successful marketing strategy for Gen Z. They need to feel important, valued and listened to. Integrate user-generated content, be highly responsive to any inquiries or feedback, promptly react to any complaints and deal with them in a professional manner. Besides, do not delete any unpleasant reviews and avoid blocking the unsatisfied customers. In fact, you need to ensure to build a number of positive feedbacks, as 41% of this generation looks for the reviews of previous customers before using your service or purchasing your product.