Generation Z, born between 1997 and 2012, was the first generation to grow up with the internet, social media, and smartphones as part of their daily lives.
And as the largest generation in history, Gen Z is rapidly becoming a powerful force in the global economy.
But when it comes to marketing to this generation, especially at the local level, the old rules of digital-first marketing that have worked for Millennials no longer apply.
Gen Z’s chronically online upbringing and the realities of coming of age remotely in the midst of a global pandemic often result in a very different attitude toward consumption.
To advance Gen Z, it’s time to retire old strategies.
As marketers, we need to understand what drives them and rethink our approach to reaching them where they spend the most time online: social media.
Who is Generation Z?
Gen Z is unique among current generations. Not only the social structure in which they were raised, but also their consumption habits are different from other generations.
Their combined disposable income is about $360 billion, according to a 2021 Bloomberg report.
They save more, are more frugal, and decide not to buy from companies that don’t reflect their values.
Additionally, according to Credit Karma, nearly one-third of American Gen Zers between the ages of 18 and 25 live at home with their parents or other relatives, with money tied up in rent, groceries, and utilities. This means that there are fewer.
Social media is woven into the fabric of their lives.
According to a 2022 study by Morning Consult, 54% of Gen Z spend at least four hours on social media each day, and 38% say they spend more. Their most used social platforms are YouTube, Instagram, TikTok, and Snapchat.
Additionally, nearly 80% of Gen Z and Millennials have purchased something they saw on social media, according to 2022 Statista data.
Opinions are rather divided when it comes to online shopping and in-person shopping. Gen Z is used to the convenience of online shopping, but they value real-life experiences as well as the ease of same-day pickup.
A 2023 Deloitte study also found a 50/50 split between Gen Z and Millennials who view online interactions as a meaningful substitute for in-person experiences, and those who prefer authenticity.
All of this suggests that an omnichannel approach to customer experience is best for Gen Z, but it still poses an interesting conundrum for marketers.
We know where Gen Z spends their time and how to reach them, but what does it take to truly connect with them? And what makes them log off and shop in person? Or?
Here are five social media practices to consider.
Embrace partnerships with creators
The 2010s were dominated by the concept of the traditional “influencer,” who sells an aspirational lifestyle to their followers that they can achieve through sponsorship deals, branded trips, and product purchases.
But for Gen Z, those heydays are behind us. As they become more savvy about when and how they are sold, the creator economy becomes king.
This new paradigm celebrates authenticity and originality over aspiration.
TikTok creator Alix Earle comes to mind as a prime example. Earle quickly rose to fame in just a few months, and today his follower count exceeds 5 million.
She has all the hallmarks of a traditional influencer, including travel, high-end products, and an aspirational lifestyle, but her unsophisticated yet relatable tone is probably why she’s amassed such a large audience. And as her lifestyle seems to become unattainable, the audience around her realizes what’s going on.
When she recommends products to her viewers, it feels natural, like a recommendation from a friend.
As a brand, encouraging, engaging, and platforming this type of user-generated content (UGC) can help your product become a detail in a larger story, rather than the star of a scripted video. Very effective for generations. .
Give your brand a persona online
In addition to outsourcing content to creators with their own audiences, we’re also seeing brands become influencers themselves.
Some companies achieve this by using well-known creators to represent their brand’s social presence. For example, TikTok creator Kyle Proulx, who has more than 1.1 million followers, became widely known for his personal finance brand Fizz.
Stylistically, Fiz’s content is virtually indistinguishable from his personal content, except that it is about personal finance.
Some companies hire characters and staff to become the face of their brand online. Duolingo, the popular language learning app, has amassed more than 6.5 million TikTok followers where he creates videos featuring its mascot, the Duolingo owl (and most of these videos are about language learning) nothing to do with it).
Another example with a different twist is bag brand Baboon to the Moon. The brand leverages several members of its Gen Z team to create content that prominently features its products, but often comes across as sarcastic and outlandish. This tone tends to resonate with many people. Gen Z viewers.
Focus on engagement over number of followers
Gen Z is far less loyal to brands than previous generations.
These are content that frequently comes from main social media pages, such as TikTok’s For You page, Instagram’s Discover tab, and YouTube’s Recommend page.
Focusing on the engagement and visibility of individual posts can be a better indicator of success than the number of followers per profile.
From a local experience (LX) perspective, this also means there may be value in creating local store profiles to build a more personal connection with local stores. To do.
Displaying locations, offers, events, etc. that are unique to your store and the people who work there can increase engagement even more.
For example, the TikTok profile of a Barnes and Noble store in Canton, Conn., has 16,000 followers and its posts have about 682,000 likes.
Democratizing content creation in this way is a great way to increase overall engagement and foster a sense of ownership among your staff, especially at the community level.
Use trends to your advantage
Viral content is more available than ever, but also more ephemeral.
While big-name brands spending thousands of dollars on highly produced social media content may end up with mixed reach and engagement, local library branches, museums, and businesses can stay on top of the latest trends. Get millions of views and engagement by jumping on CapCut templates (see: Pedro Pascal and Nicolas Cage.)
By staying up to date with the latest trends on platforms like TikTok, Reels, and YouTube Shorts, and acting quickly, you can increase visibility, gain positive connections, and reap big rewards.
And unlike platforms like Instagram, where feed posts are expected to be high quality and aesthetically appealing, keeping it simple is actually a plus.
Optimize your Google Business Profile
Let’s say you’ve successfully built the genuine connections and positive connections you need to attract Gen Z buyers.
At a local level, a user’s experience begins when they open a new tab on their computer, switch apps on a photo, and search for a brand. And there’s a good chance they’re relying on Google to do it for them.
A 2022 study (disclosure: I work at Rio SEO) on local consumer search behavior found the following:
- 47% of Gen Z said they use Google Search and Google Maps very often to find information about businesses in their area.
- 65% of the most frequently searched information on local business listings is business address/directions, followed by reviews (56%), business hours (54%), and website (54%).
- 68% of Gen Z searches online several times a day.
- 65% of Gen Zers are willing to travel 10 miles or less to access a company’s products or services.
To convert Gen Z leads from social media marketing, it’s important to manage and optimize LX using Google Business Profile (GBP).
GBP is mobile-optimized and uses GPS directions to show you accurate store hours and addresses, with up-to-date in-store inventory, payment options, and other store highlights at your fingertips. Must be.
The conclusion is
The key points are: Social media marketing for Gen Z requires a balance between adaptability of the medium and consistency of voice to attract an engaged audience.
By optimizing online, social media, and local experiences, brands can turn viewers into customers.
Brands that prioritize both will be best positioned to break through with this notoriously elusive generation.
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Featured image: Carlos Barquero/Shutterstock