By: Christina Nguyen
If a significant portion of your current or aspirational audience includes younger individuals in their teens and early twenties, it’s important to consider some distinctions in the way they’ll be interacting with your brand compared to other age groups.
Gen Z, the oldest of whom are only 25, grew up with way more access to social media and the internet than the rest of us. Now that they represent around 20% of the population with over $140 billion in spending power, they’re worth spending some extra effort to reach out to.
Here are some ways to adapt your marketing to engage with Gen Z:
Want to work with high-profile reps? Reach out to influencers, not celebrities.
While filming Shakira or Brad Pitt using your products might look impressive to you, your younger audience may not be as impressed. No matter how much they might adore Beyonce’s latest single, they prefer more relatable individuals when it comes to marketing. Social media influencers with 300,000 or just 30,000 followers come off as more relatable than A-list celebrities. A more relatable ambassador can help build trust.
While your brand may not reach as many eyes that way, you’re more likely to get second looks among those who look at you, making this an example of quality of quantity. Influencers tend to be more affordable as the follower count decreases as well.
Use TikTok.
The short-form video sharing app is disproportionately popular with Gen Z. Having only been introduced to the US in 2018, Gen Z currently makes up 60% of its users. One reason behind TikTok’s popularity is its ability to deliver a lot of information in short amounts of time ‒‒ Gen Z’s access to technology and fast internet has given them an abundance of options as opposed to waiting around for AOL to connect like we had to in 2003.
TikTok marketing typically consists of quick product demonstrations or original dance routines set to catchy, popular music. To make them easy to find, they’re often accompanied by a distinct hashtag. Think of creative ways to use this platform to highlight your product, service or team!
Make sure your brand is realistic rather than aspirational.
One major reason for the decline of Victoria’s Secret and the rise of Savage X Fenty was the aspirational marketing of the former versus the relatable marketing of the latter. The former used to feature models considered to be at the peak of conventional attractiveness while the latter worked with a diverse range of models.
Nowadays, people like seeing themselves represented as they are rather than who they’re told to be. This is related to our first point about working with relatable people ‒ this needs to apply to every person in your marketing campaign, even if they aren’t an influencer with a platform.
Make a positive social impact.
Unsurprisingly, Gen Z is passionate about making a positive social impact and changing the world. Even before they rose to power, many brands were already using their platforms to make a positive impact, whether it was donating a portion of their profits to important causes or just posting relevant infographics on their social media. Two notable examples of this are TOMS and Ben and Jerry’s.
70% of Gen Z prefers to buy from a brand they consider ethical. There are many ways your business can achieve this, such as paying fair wages, using sustainable materials, and featuring a diverse range of models and influencers. Be sure to think about diversity and inclusivity in all forms and spaces, not just sex or race!
So what are your views on how to better create authentic connections with the younger generation and make a genuine positive impact?
Let us know in the comments below!
Want to receive more informative content like this?
Sign up for our monthly newsletter today!
About Stingray Advisory Group LLC: Stingray Advisory Group LLC is based in Grand Rapids, Michigan, and is a proud member of Local First and the West Michigan Hispanic Chamber of Commerce. We help small businesses grow by providing guidance in financial planning, website development, marketing, and more.
Email us at info@stingrayadvisorygroup.com to schedule a consultation. Follow us today on Facebook, Twitter, and Instagram for more helpful tips!
