Introduction

As millennials age, a younger generation is emerging in the workforce. Z Generation, or Gen Z, is anyone born between the mid-90s and early 2000s.

Understanding Gen Z is critical to assessing what kind of buyers or collaborators they are. They grew up with technology and as such it is a powerful tool that they use in all areas of their lives, especially shopping. On average, 74% spend their free time online, and social media influences 80% of their purchases. This continues to affect the way they interact and buy the different brands.

Z Generation is not responding to the outbound marketing practices that used to be so effective. Instead, they want brands to reach out to them. In this way you build an organic relationship between brand and consumer.

What actions bring us closer to the Z generation?

To connect with Generation Z, brands must prioritize authenticity, engagement, and values. By leveraging visual content, interactive experiences, and influencer partnerships, businesses can forge meaningful relationships with this dynamic generation that craves genuine connections and socially responsible brands.

Marta Soler

CMO & Business Developer

1. Eye catching visual content to connect with the Z Generation

When it comes to social media, 81% of Gen Z says that Instagram and YouTube are their favorite social networks. And when asked which networks they want to see brand presence on, 56% said Instagram, while 38% pointed to YouTube.

Given their appetite for short-form video content, it's important to incorporate visual platforms into strategies and develop bit-sized content like Instagram stories to connect with Gen Z.

Short-form videos that use overlays, visuals, and music have proven to be the gold of marketing for influencers and brands. This proves evident with the TikTok phenomenon. With over 680 million users worldwide, TikTok is a vital component of any brand's strategy to connect with the Z Generation.

Video and easy to the eye visual content should be a top priority to capture the attention of younger customers. In the wake of so many new apps, social features, and creative filters, anything considered static or "boring" won't stand a chance with "Zoomers" (another way of saying Gen Z).

2. Experiment with interactive content

When it comes to capturing Gen Z's attention on social media, plenty of research suggests using a combination of creativity and interactivity.

In other words, younger customers want to do something (tap, swipe, click) when they land on your posts.

Anything that can encourage interaction or conversation on social media is an advantage. For instance: Consider using interactive features like polls, which imply double benefits, not only learning about customers but also capturing their attention.

A Twitter poll is a quick and easy way to encourage engagement among your followers and also inspire new ideas for future content.

Instagram features like polls, stickers, and sliders can provide additional interactive dynamism to your stories and feed posts.

Interactive content is also helpful in encouraging customers to make purchasing decisions.

3. Take advantage of tags to generate engagement

Tagging also plays an important role in marketing for members of the Z Generation.

For example:

- Encourage followers to share user-generated content UGC (customer photos) along with a branded hashtag.

- Allow customers to tag themselves at a brand's physical location.

- Ask customers to tag their friends and family to invite potential new followers to a brand's social feed.

Uniqlo, for example, has an Instagram Stories highlight that shows customers using the hashtag #Uniqlo or #LifeWear.

Even something as simple as asking for a tag is enough to encourage a significant response from younger consumers.

In another example, as part of its promotional strategy, the North Coast Festival in Chicago shared a post in which they encouraged people to tag a friend which gave the fans a chance to win a three-day general pass.

4. Show your brand's sense of humor to connect with the Z Generation

The majority of Gen Z wants to support brands they find "fun" and "cool."

That could explain why meme-centered humor and social content are so popular with younger people.

The challenge for brands is to keep up with the speed of the Internet. Brands trying to post a months-old meme risk being left out of touch. Similarly, not all industries have the advantage of being able to play the role of a comedian.

It is of paramount importance that brands have a different voice, showing the human side of their social presence through authentic interactions that do not sound like something totally corporate in a suit and tie. When interacting with customers, brands should strive to be organic and unpredictable, rather than template-driven.

5. Expand your brand beliefs and values

The majority of Gen Z wants to support brands they find "fun" and "cool."

That could explain why meme-centered humor and social content are so popular with younger people.

The challenge for brands is to keep up with the speed of the Internet. Brands trying to post a months-old meme risk being left out of touch. Similarly, not all industries have the advantage of being able to play the role of a comedian.

It is of paramount importance that brands have a different voice, showing the human side of their social presence through authentic interactions that do not sound like something totally corporate in a suit and tie. When interacting with customers, brands should strive to be organic and unpredictable, rather than template-driven.

6. Incorporate marketing ingluencers

(This depends on the type of brand you have, but on many occasions it is very interesting to carry it out)

Gen Z is more cautious about what they buy and who they buy it from. Unlike previous generations, they are less eager to immediately trust brands and prefer to do their research before they buy. They trust celebrity endorsements, but only if they seem authentic. Because social influencers create personal connections with their audience, it's easier to sell your product or service with Gen Z using this strategy.

It is in the best interest of brands to invest in influencer marketing when dealing with Gen Z. Influencers are well known in their social communities and build massive amounts of followers based on likeability and trust factors. Nielsen research found that 92% of consumers trust recommendations from people they know. Considering that Gen Z craves authentic and familiar interactions, they are more likely to buy based on an influencer's recommendations rather than regular advertising.

To add influencer marketing to your strategy, research which influencers work best with your audience. It should be someone they are already familiar with who has their trust and can convince them to review your products. Their views and attitudes need to align with your brand so that your marketing message is coming from the right person.

Pay attention to the influencers your Gen Z audience follows and interacts with to get an idea of ​​who you want to endorse your content and products. Once you have a strategy in place, track the results of your post to measure engagement.