Generation Z, the demographic cohort born between 1997 and 2012, is quickly becoming a major force in the world of advertising. As this group comes of age and gains more purchasing power, it's essential for marketers to understand their unique preferences and behaviors. Here are three key Gen Z trends to consider when launching your next campaign:
Authenticity is a crucial factor for Gen Z when it comes to advertising. They want to see real people using and endorsing products, not just paid celebrity endorsements. This means that influencer marketing is more important than ever, but it has to be done right. Influencers need to be carefully vetted to ensure that they have a genuine following and that their values (and the values of their audience) align with those of your brand.
Influencer marketing is a powerful tool in reaching Gen Z. In one survey conducted by Morning Consult showed that 72% of Gen Zers prefer real people in ads over celebrities, and 63% say they trust influencers more than traditional celebrities. This is a significant shift from previous generations and highlights the importance of influencer marketing in reaching Gen Z.
When choosing an influencer, it's essential to consider the authenticity of their content. Ensure that they use your product or service and genuinely align with your brand's values. This way, you can leverage their influence to reach a wider audience.
Gen Z is the most pro-diversity and pro-inclusivity generation to date, and they expect the same from the brands they support. Ensuring your advertising and messaging is inclusive and welcoming to all is paramount and not a checkbox exercise.
Positive social change is good for business. According to a study by Accenture, companies that prioritize diversity and inclusion outperform their peers by 36%.
Gen Z spends a lot of time on social media, and this is where you need to be if you want to reach them. However, it's not enough to just have a presence on social platforms. You need to be actively engaging with your audience and creating content that resonates with them. This means understanding the function the platform provides and tailoring your content to it, whether it's TikTok, Instagram, or Snapchat.
Social media platforms are constantly evolving, and it's essential to keep up with the changes to stay relevant. For example, TikTok's algorithm differs from other social media platforms, and it's crucial to understand how it works to create content that resonates with Gen Z.
Gen Zers are savvy consumers and can quickly sniff out inauthentic or forced content. To succeed on social media, brands need to be authentic, creative, and engaging. Companies that can create content that resonates with Gen Zers can build a loyal following and even turn them into brand ambassadors.
Gen Z is a powerful demographic that requires a new approach to marketing. By prioritizing authenticity, diversity, and social media, you can create campaigns that resonate with this influential group and tap into the immense purchasing power of Gen Z.