How Generation Z influences conventional digital marketing and what is important for Zoomers.
In 2019, Generation Z outran the millenials and made up 32% of the world’s population.
The total count of Gen Z representatives now equals to 72 million and is expected to make up 40% of all customers in 2020.
Who is Generation Z?
Also referred to as the iGeneration or Zoomers, the term Generation Z typically describes people born between 1995–2010.
As a Gen Z girl, I wasn’t raised with an iPad or a smartphone in my hands, but I’m still the one who can’t remember life without the Internet.
Many of us started exploring this world with social media and web pages. And it seems like nothing can surprise us — no marketing campaigns, native genius ads or smart advertising tricks. Though there is something we value when brands try to draw our attention. And here’s what.
Things Generation Z appreciates in your marketing
If you try to sell us something using your website or app, please make sure they have no bugs or lags. We want to get the information right away and will not wait for your page to load more than 3–5 seconds.
According to the Institute’s of Business Management report, 60% of Gen Zers won’t utilise an app or website if that loads too slowly.
And don’t forget to adapt your website to mobile devices.
Luckily, many brands are already trying to follow this path and develop a personalised experience for each customer. Take Netflix as an example. People like when the platform offers them shows similar to those they’ve recently watched. Maybe that’s one of the reasons why more than 71% of Zoomers are subscribed to Netflix?
As for the channels, email is probably one of the best tools to test and implement the personalised approach. If you want to reach us per email, make sure you send not more than a couple of letters a week. Besides, when using email marketing, you don’t need to combat stubborn algorithms, so it’s your chance to draw our attention with your content.
Talk to us where we are ready to respond. Only 45% of Gen Z customers watch caple, so find other ways to reach us out. Instagram, YouTube, Snapchat, TikTok, and email are probably the best options.
Probably, it’s not surprising that 75% of Zoomers use mobile phones to consume content and spend on average 100 minutes a day on social media.
According to a study conducted by Response Media, “On Instagram, they showcase their aspirational selves; on Snapchat, they share real-life moments; on Twitter, they get the news; and on Facebook, they glean information.” Which is true.
Memes, AR, VR, and gamification are popular among Zoomers, so make sure you include these digital novelties into your content and marketing campaigns.
Gen Zers (as any other generations before) trust word of mouth and things they hear from friends, family, and their favourite influencers. UGC is your key to earn Zoomers’ trust and show how your product work in action.
Leverage influencer marketing in your overall marketing strategy, respond to the feedback we give you and develop your UGC strategy because 41% of Zoomers tend to read at least five reviews before making a purchase.
If you can’t afford Zendaya or Selena Gomez to advertise your brand, it’s not a bad thing. Now micro- and nano-influencers are on the rise. These influencers don’t have many followers, but their audience is typically very engaged and loyal. Besides, their sponsored content rates are lower. And sometimes you can even promote your product for free by gifting them it for review.
Share of Gen Zers’ values
Eco-activism, feminism, and other milestones of social activism are the agenda of Generation Z. Many teenagers take part in any kind of protests and movements and are not indifferent to fundamental social issues.
So if you want to sound trustworthy and convincing, share the values we care of. For instance, many clothing brands have already started tailoring their production and marketing for the sake of eco-activism. More and more fast-fashion brands use words “recycled”, “eco-friendly”, “sustainable” and others in their marketing campaigns and collections.
44% of Zoomers would like to contribute an idea, give feedback or give a review online. Knowing this, why not just ask? We appreciate brands that are transparent and are ready to talk to us.
Yet, I wouldn’t recommend you post the same content on each social media channel you use. At least, you should change the tone of your message and adapt it to different social media. For instance, the tone of voice you use on LinkedIn will surely not be the same on Instagram.
Not sure if the reason is movies about deep web, but many Zoomers tend to cover their laptop camera with stickers or something else. Less than 30% of Gen Zers are ready to share personal data, such as health, wellness, location, or payment information, online.
Bad (or good?) news for every marketer reading this: whatever your target audience is, you will have to audit your marketing strategy to satisfy Zoomers because we grow older, and generations that come after us will appreciate this, for sure.
Key marketing data you should know before working with Generation Z (infographic)
I can’t say that Generation Z is drastically different from any other generation that came before us. Yet, there are several things you should consider when trying to draw our attention to your marketing campaigns.
Obviously, when developing a marketing strategy to reach Zoomers, you should think of social media first, but still, don’t put aside email marketing, UGC, influencers, personalisation, work on your website usability and be creative.