5 Ways to Market to Gen Zers on Social Media
A couple of weeks ago, I attended a Facebook webinar where one of the topics was marketing to Generation Z. Now between the ages of 18-24, this is the first generation of digital natives, and the one group who, according to Facebook, is emerging as the most transformed by the pandemic in many ways.
Forward looking brands will know this is the time to learn about Gen Zers in order to plan and implement marketing strategies that will appeal to a demographic that is redefining the meaning of community, is technologically adept, and is used to instant gratification.
In this post, we’ll cover the most important traits that define Gen Zers, and what brands and businesses can do to meet the demands of a generation that already makes up about 40 percent of all consumers worldwide.
Identity
Activism
Community
Commerce
Resilience
Identity
Gen Zers think of themselves as fast learners, laid back, creative, introverted, and driven.
79% of Gen Zers surveyed say they value developing new skills throughout life.
77% value staying well-informed about a variety of things, including social and political issues.
Do this: Brands and businesses can support Gen Zers online, especially on social media, by producing content that informs and inspires. Show them not just the polished, edited side of your brand but give them a behind the scenes look in a way that is authentic, interesting, and to the point.
Activism
In line with most other aspects of their life, Gen Zers have taken activism to the digital realm. They expect inclusion and would like to see more diversity in advertising. They are also eager to see the brands they love show their stance on social causes and current events.
62% say they have the potential to impact the world.
61% say they’ve become more interested in activism and social causes since the pandemic began.
Their top causes are: climate, gun control, human rights, gender equality, animal welfare, racial equality, bullying, and LGBTQ+ rights.
79% say it’s become more important for brands to behave sustainably and are willing to pay more for eco-friendly products.
45% plan to prioritize buying sustainable products.
Do this: Brands can support this generation by taking a stand and putting words into action. For example, if you speak out against racial inequity, make sure you’re committed to hiring and promoting a diverse group of people, not just within your organization but also on your campaigns and advertisements.
Community
Social media is at the core of Gen Zers’ community. They keep up with brands, friends and family by viewing and sharing posts and Stories. They form group chats and communicate constantly via social media messaging.
87% of European Gen Zers surveyed said they use Instagram on a daily basis.
75% use Instagram multiple times per day.
76% use Instagram to view other people’s Stories.
30% believe a commitment to community can help a brand communicate more effectively on Instagram.
Do this: Brands who want this generation’s business must adapt to the way they communicate. This is a generation that thinks nothing of sending their favorite brands a DM asking for pricing, location, etc. This is the future of social media and sales, by the way. Create community by encouraging engagement, answering DMs promptly, and listening to your followers with empathy.
Commerce
Because this is the first generation of consumers to grow up with digital everything, they expect products they love to find them rather than the other way around. They want the right product and they want a frictionless experience.
50% say the Internet is a key source of new ideas and inspiration.
27% discover new products through recommendations seen on social media.
43% follow brands they like on social media.
42% say their perception of a brand would improve if it engaged more via Instagram.
1.6X more likely than other generations to have recently messaged a business.
Do this: Meet Gen Zers’ expectations by creating an efficient buying experience both on your website and social media. Set up your Facebook and Instagram Shops, create a communication system that is simple and effective, reply to DMs promptly, and aim to be a first adopter of new Instagram tools and features.
Resilience
Here’s a generation that has experienced all sorts of things, from school shootings to natural disasters exacerbated by climate change, to a pandemic. Yet, Gen Zers have found ways to adapt. They have shown us, for example, that being physically distant doesn’t have to mean feeling socially distant.
55% have become more interested in health and well-being since the COVID-19 outbreak.
1.5X are using online learning platforms.
1.4X are watching more videos.
1.3X using messaging apps and services more.
95% expect to keep up one or more of these habits once the outbreak is over.
The takeaway here is that if you want to win over this unique demographic, brands must inspire Gen Zers on social media; take a stand on the issues they care about and show your support; use social media like the community it is, and connect with your followers; establish a system for boosting discovery (through targeted ads, working with influencers, and through word of mouth), and aim to create a flawless digital experience. Finally, draw inspiration from Gen Zers and adapt. Look ahead to new trends and tools that will help you create the user experience this generation demands.
Research Credit: Facebook