Marketers are honing in on the next wave of consumers: Generation Z.
Here’s what you need to know to connect with the newest players on the field.
The Basics – Who are Gen Z?
Gen Z consists of those born in the mid-1990’s and later. They make up 1 in 5 of Australia’s current population and account for 1 in 10 of our workforce! In 10 years’ time, over a quarter of Australians will be Gen Z. Currently, Gen Z has an estimated spending power of $44 billion.
Often Gen Z is considered an exaggerated example of millennials, more tech-savvy and screen-obsessed – but this is wrong.
Gen Z’s unique communication needs:
This generation consumes content differently, and it impacts their communication preferences. Gen Z unlike the Millennials and Gen Y prefer cool products over cool experiences, shun conformity and tradition as well as actively avoid ads. They prefer storytelling and visual displays and use Snapchat and Instagram over Facebook, Twitter and LinkedIn. When creating content for Gen Z keep in mind they prefer edgy, progressive content, are unimpressed by trashy content and have an attention span of around 8 seconds.
Establishing a connection:
Keep it visual – Gen Z responds to visual marketing tactics. Videos, gifs, memes and infographics work particularly well.
Know your platform – If you’re creating an Instagram post, keep it artistic or funny and non-promotional. If you’re creating a Snapchat video, keep it fast-paced and edgy. But also bear in mind that all platforms may not be appropriate for your brand.
What direction to take:
What’s important to Gen Z is finding themselves creatively, with 25% of the generation posting an original video on a weekly basis and 65% creating and sharing content on social media. Try to engage with Gen Z in an ongoing, meaningful conversation, and take note of their use of technology and the culture they are creating.
While the marketing world continues to try and understand how us centennials like to spend our time on social media, I – an eighteen-year-old avid online shopper and social media enthusiast, gives an insight on Gen Z-ers and our buying behaviour.
Recently we had Pedro, a 16-year-old intern join us for some work experience. While he learned about the various aspects of placing ads and creating social content for brands, we picked his brains for insights about his generation and how they think. It’s one thing to read the research on Gen Z, but this was a great opportunity to get the lowdown straight from the horse’s mouth.
Content creators are forging more relevant connections with consumers than many other sources.The ever-changing world of digital marketing is no longer about mass reach. Relatable connections are a must, and the next big shift is afoot. Is creator marketing the next big thing for brands? You bet!
While the marketing world continues to try and understand how us centennials like to spend our time on social media, I – an eighteen-year-old avid online shopper and social media enthusiast, gives an insight on Gen Z-ers and our buying behaviour.
Recently we had Pedro, a 16-year-old intern join us for some work experience. While he learned about the various aspects of placing ads and creating social content for brands, we picked his brains for insights about his generation and how they think. It’s one thing to read the research on Gen Z, but this was a great opportunity to get the lowdown straight from the horse’s mouth.
Content creators are forging more relevant connections with consumers than many other sources.The ever-changing world of digital marketing is no longer about mass reach. Relatable connections are a must, and the next big shift is afoot. Is creator marketing the next big thing for brands? You bet!