It was not long ago that the Gen Z market was still in high school, now the Gen Z market are turning 25 and quickly moving up in their careers and life. How do you then pivot your marketing strategy to target Gen Z without looking inauthentic? Here’s a quick rundown of what you need to know about them to effectively connect and resonate to this spirited, savvy and diverse group.
Gen Z online behavior in a nutshell:
Social Media Savvy: Gen Z spends a significant amount of time on social media platforms like Instagram, TikTok, and Snapchat. According to Hootsuite report, 40% Gen Z market uses Tiktok for searches (Hootsuite,2023).
Content Creators: Many Gen Z individuals are content creators themselves, from vlogs on YouTube to creative posts on Instagram.
Mobile-First: They prefer mobile devices for internet access and are more likely to engage with brands through mobile apps. A whopping 95% of Gen Z's own a smart phone (Hootsuite, 2023).
Individualism: Gen Z values personal expression and individuality. They want products and experiences that reflect their unique identity.
Authenticity: They seek genuine connections and experiences. Brands that are transparent and authentic in their messaging will gain their trust
Social Impact: Gen Z is socially conscious and believes in making a positive impact on the world. They support brands that align with their social and environmental values.
Innovation: They are early adopters of new technology and trends, making them receptive to innovative products and services.
What is the potential brand impact?
Expanding Your Market: Gen Z population is increasing, in the US alone they make up 20.67% of the total population (Hootsuite, 2023). This makes them a viable audience to market to in order to future-proof your business.
Shopping on Social Media : Yes, a vast majority of Gen Z (83%) shops via social media platforms so brands should make sure to maintain strong social media presence and leverage on Influencer Marketing as a possible marketing strategy (Hootsuite, 2023).
Loyal to the Core: 71% of Gen Z's stay loyal to the brands -- that's even after they make a mistake (Hootsuite, 2023). This means that when you have effectively connected to them, they have a potential to become your strongest brand advocates.
In the fast-paced arena of digital marketing, cracking the code to connect with Gen Z consumers is a game-changer. When you’ve got a handle on their online antics, likes, and what makes them tick, that is where the magic unfolds. When brands are able to speak their language and adopt a tone that resonates with them authentically, businesses are then able to secure a strong position in the digital marketing landscape. So, what are you waiting for? Start embracing authenticity, inclusivity, innovation and watch your brand thrive in the Gen Z era.
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