They are the first generation to grow up with the internet, smartphones and streaming television. Members of Generation Z were born between 1995 and 2012 and represent nearly 75 million Americans. Though younger than millennials, Gen Zers are already shaping business outcomes of brands worldwide.
Specifically, some brands are embracing innovative new strategies, in an effort to win over this age cohort: Facebook, for instance, developed Instagram Stories, to lure the youngest social media users away from Snapchat. And automobile companies, seeing that Gen Zers are less interested in driving than previous age groups, are investing in driverless vehicles.
So, what can you do to make your own brand friendly to members of Generation Z? In fact, there are eight things you can do right now:
1. Embrace new media.
One recent study found that members of Generation Z visit social media platforms an average of 11 times per day. Unlike millennials, Gen Zers prefer using Snapchat and Instagram to connect with friends, while millennials have historically preferred Facebook. Gen Zers are also big consumers of content on YouTube. So much so that YouTube has invested millions of dollars in creating content that appeals to this demographic.
For brands to be successful, marketers must devise strategies that incorporate the platforms Gen Zers use most. That means developing a strategy for Snapchat, Instagram and YouTube. The exact strategy your brand develops will depend on your goals, and budget. To get started, create a content calendar for each platform, and measure engagement, reach and growth in followers to determine what your audience is most likely to appreciate moving forward.
2. Feature relatable content; avoid idealizing life.
Members of Generation Z prefer marketing campaigns that feature relatable depictions of life. They eschew idealized depictions since they feel disingenuous. One recent analysis of Gen Z preferences posited that the reason why brands like Abercrombie & Fitch are performing poorly is because the content produced by the brand is not aligned to these young shoppers’ preferences.
Instead, embracing user-generation content (UGC) is a great way for brands to depict real life, since this content is produced by real customers. This form of content also functions as social proof that can help brands to quickly build credibility among prospects. User-generated content is frequently shared by brands like BMW, GoPro and Sephora (all brands that appeal to Gen-Zers) on social platforms like Instagram.
3. Think mobile first.
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