Where to Reach Generation Z with Marketing and Advertising
The digital natives of Generation Z are transforming marketing and advertising. In fact, Gen Z (users born after 1997) account for 40% of digital consumers. They are tech-savvy, socially connected, and becoming major influencers in how businesses position themselves in the digital space. Brands today need to adjust their marketing and promotional tactics to meet the expectations of this young and influential generation, which is quite different from the previous generation’s.
So when it comes to understanding this generation, what exactly are Gen Zers’ expecting from businesses today?
Generation Z Marketing Expectations
Conscious consumerism—brands they can be proud of:
Since Generation Z is a generation of eco-warriors, they expect their favorite brands to be mindful of their practices and guarantee sustainability. People of Generation Z are willing to put sustainability over and above price. Furthermore, they would like to see brands’ sustainability efforts reflected in their promotional tactics. Generation Z loves when brands take a stand for a good cause. In fact, 63% of Gen Z consumers are more likely to buy from brands that contribute to some social cause.
Fun and authenticity in marketing tactics:
Generation Z reacts best to bite-sized content. The average attention span for most people is around 8 seconds. Hence, they prefer content that is quick, fun, and at the same time shows the genuine side of a brand.
As a brand, you cannot create the same content for all of your social media channels when targeting them. They are able to call out brands and businesses that are not transparent with their business practices since they have so much information at their fingertips. For a business to avoid issues while targeting Generation Z, being transparent about its practices is a necessary component. Taking part in social media conversations with these young consumers is also effective.
Mobile friendly brands:
In light of Generation Z’s high-speed internet usage, 64% of Gen Z smartphone owners are constantly connected online and want brands that are mobile-friendly. It is important therefore for brands to optimize their content so that Gen Z mobile users have the same experience as they do on desktops. Not only will having a mobile-optimized website improve their user experience, but it will also increase the accessibility and conversion opportunities of your site since your users can learn, research, and buy your products/services from any device.
The next question that comes to mind is, where are brands reaching Generation Z?
Generation Z Marketing Platforms
We all know the popular social networking sites like Instagram, Snapchat, and Facebook are popular e-destinations for this young generation. But there are a few new and unique platforms that digital marketers can explore to reach this audience.
“A place that makes it easy to talk every day and hang out more often,“ as described by Discord. It began as a platform where gamers could connect, but today it’s much more than that; new generations use it for everything from forming fandoms to getting together for study groups. It’s free to join Discord, but an invite is required to join specific communities. The catch here for the brands is that they cannot advertise here; rather, they must create their own dedicated servers for connecting with their target audience. Brands who want to connect with their target audience and/or users on a more personal level will find this platform most beneficial.
With 15 million daily active users, Twitch is one of the most popular platforms for streaming video games. This platform is particularly popular for influencer marketing. It is reported that 72% of Generation Z follows some type of influencer. Twitch influencers are like any other social media influencers, but the only way an influencer can promote a brand is through live videos. Marketers can reach out to Twitch influencers for brand promotions that involve giveaways, shout-outs, product unboxing to name a few. 73% of users on Twitch are between the ages of 18-34, which makes it a perfect destination for marketers to market their brands to the Generation Z demographic.
As mentioned earlier, the consumption of bite-sized videos has become popular over the years. TikTok is a popular short-form video streaming and sharing app. Users can make entertaining videos using various music and video editing options available in the app. As of September 27th, 2021, TikTok has amassed 1 billion monthly users. With such widespread popularity, brands and businesses can utilize this platform creatively for their digital marketing promotions. From creating brand filters to collaborating with influencers, TikTok has a lot of options that digital marketers can choose from.
Clubhouse is a social network audio app that allows users to communicate via audio chat rooms. Initially, social media users felt the application was alluring due to its invitation-only approach. Due to the audio nature of this platform, how can marketers use it to market their products? Here the solution is from audio-only marketing tactics. Brands could set up rooms to speak on a topic they are an expert in, invite celebrities or influencers, and so on. In addition to humanizing a brand, it helps audiences connect with it.
This is quite a popular gaming platform. It owes its popularity to stunning graphics and no blood and gore. Fortnite has 350 million monthly active players, making it one of the most popular games in the world. Over 60% of Fortnite players fall in the age group of 18-24. And what makes it unique for advertisers and marketers for targeting Generation Z, is the in-game advertising that it offers. Brand integration on Fortnite is so seamless that it does not intrude on the gaming experience of users. Imagine a stadium set-up with advertisements, that is exactly what Fortnite advertising mimics and provides a unique way of advertising for marketers.
Partner with Pyxl
Generation Z is changing the way we market and advertise, which is why businesses should consider new and creative ways to target the Gen Z crowd. With the platforms listed above, marketers can create a social media mix that allows them to reach Generation Z in ways that meet their expectations.
Do you need help developing a Generation Z marketing strategy? Contact Pyxl today for help discovering what new and creative digital strategies are most effective for your business.
Updated: Oct 12, 2021