Chief Growth Officer (CGO) at HypeFactorya global influencer marketing agency.
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With approximately 68 million members, Gen Z is the first generation to be classified as “digital natives.” They make up 20% of the world’s population. For good reason, many brands sell their products directly to this demographic. So if you want to target them, learn the essentials of Gen Z that can help you grow your business.
As a 15-year professional in the marketing and advertising industry, I am aware of the significant impact each generation can have on the success of a brand or product. Gen Z is known to be very active on social media and highly influenced by online content. This group has repeatedly proven to be a formidable marketing force, with the ability to make news and brands go viral.
Know Your Customer: Gen Z’s Social Media Behavior
Social networks have influenced consumer habits. Gen Z was born with smartphones, so they have a new view of social media and technology. They use social media to get ideas, research products and chat with their favorite businesses. Gen Z cares more than previous generations about what a business has done in the past regarding social justice, the environment and advertising. They value differences in culture, color, ethnicity, gender, sexual orientation, beliefs and body type.
Smartphone apps have become increasingly popular over the past few years, and Gen Z has embraced this trend. Many accept mobile payment methods and wallets such as Apple Pay and Android Pay. And mobile apps generate 157% more conversions than mobile web sessions.
Gen Z consumers are also particularly interested in augmented reality (AR) shopping experiences as well as metaverse-related activities. In fact, in one survey, over 40% of Gen Z participants said they would like to go to a virtual concert with their favorite singers.
How to connect your business with General Z
With the rise of Gen Z, brands must explore appropriate methods to connect with this market.
Be intentional with your social media strategy and tap into influencer marketing.
Social media can have a decisive influence on purchases. A survey found that 80% of Gen Z consumers have bought a product they saw on social media. Also, about half of Gen Z shoppers think social networks are better than online searches for finding new products.
To effectively reach and engage Gen Z through social media, brands and marketers should consider the following strategies:
• Enable shoppable posts on social media platforms like Instagram and Facebook to make it easy for Gen Z users to purchase products directly from the platform.
• Use hashtags to increase the visibility of the brand’s products on social media and make it easier for Gen Z users to discover and search for them.
• Partner with influencers who have a strong following among Gen Z to increase brand awareness and drive sales. This is especially effective as Gen Z is known for high influence from online content, including influencer marketing.
Gen Z consumers are more wary of trusting businesses than older generations and tend to place more trust in influencers they find authentic and relatable. So consider using not only traditional digital marketing, but also influencer marketing, as influencers play an important role in purchasing decisions.
When working with an influencer for the first time, it’s important to look for someone who has a genuine interest and alignment with your brand, a highly engaged following, and a strong track record of professional partnerships. Clearly communicate your goals and expectations for the partnership, and be open to feedback and willing to adjust your strategy.
Speak to the needs of Gen Z throughout the user experience.
When targeting Gen Z, avoid generalization at all costs. This generation will accept nothing less than a more personal, one-on-one marketing experience.
Gen Z also go through information quickly, so you need to make sure your website and content are up-to-date and use interactive and dynamic elements to grab their attention. E-commerce brands need to have a website that looks good and have a solid online presence. It should include various social and cultural elements. For example, Gen Z are more likely to express interest in purchasing fashion items and clothing with gender content that does not match their gender identity compared to other generations.
Additionally, Gen Z sees shopping and consumption trends differently than previous generations. Many prioritize sustainable purchasing practices. For a better, more sustainable future and to meet the needs of Gen Z, you need to be clear and transparent about how your brand works.
Consider using AR masks.
Augmented reality (AR) shopping experiences are essential for Gen Z consumers. In early 2022, a survey showed that more than 90% of Gen Z people were excited to use augmented reality to view how the furniture will look in their new home.
AR helps Gen Z make better decisions. Brands are using technology to bring the store to Gen Zers and give them new ways to connect. Most of their choices about what to wear and eat have been influenced by how social media has connected them to more people. Makeup, sunglasses and shoes can now be tried on virtually. This fine line between digital and real life provides a sense of authenticity that Gen Z can relate to based on their technology experiences. This demographic will make up a large portion of future consumers, and their desire to see something different in advertising will drive the advertising industry to make greater use of augmented reality.
As members of Gen Z begin to enter the workforce, businesses need to take a closer look and understand what makes this generation unique. Understanding their spending habits, media consumption, social trends and more can help your business cater to this growing demographic and drive sales in the process. Are you ready for Gen Z?
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