Also called Zoomers, Gen Z belongs to the generation of people who were born between 1997 and 2012. These people are characterized by their digital-native and diverse characteristics. They give importance to legitimacy and tend to be fast in discerning insincere content. Commonly, they are socially conscious people who advocate for the causes they firmly believe in, like social justice and sustainability of the environment.
The outlook of social media from the eyes of Gen Z
Gen Z is busy changing the field of social media as it drives the huge popularity of short-form video platforms, including TikTok. This way, it values brands that work for a noble cause. Gen Z also influences the purchasing decisions of customers using influencers, and they are hugely concerned about the privacy of data, compelling marketers and platforms to adapt to their demands for their connection and transparency.
The content type Gen Z prefers
Gen Z settles for short-form content, which seems to be digested easily and looks visually enticing. Some formats, such as GIFs, memes, and short videos, tend to be the most digested type of content that reflects their preference for both entertainment and fast content. Though Gen Z loves humour and genuineness, it also gives importance to content that syncs well with its beliefs and interests.
As people belonging to Gen Z are born into the field of instant messaging, fast internet, and streaming services, they aren’t aware of the pain that people went through when they were required to wait for an entire week for the following episode of their preferred series that was aired on network television. These people hope to get fast gratification across all regular touchpoints of their lives.
How do brands reach out to Gen Z?
When brands try to reach out to Gen Z, they need a nuanced tactic that aligns well with their preferences and values. According to research, it has been discovered that Gen Z devotes more than three hours on social media daily so that it can connect to its platforms like Instagram. Some considerations that brands should be mindful of when they look forward to Gen Z
Social consciousness – Gen Z hopes brands will share their opinions and values; hence, companies ought to be transparent and straightforward about their social stances. They should support causes that resonate with the concerns of Gen Z, like diversity, sustainability, and mental well-being.
Influencer marketing – Another important factor is influencer marketing that is used for elevating user-generated content marketing policies. Brands can leverage the captive audience of an influencer to drive brand consciousness in a genuine way.
UGC – If you consider the preference of Gen Z for genuineness, then using user-generated content in a marketing strategy can be hugely effective. When user participation is encouraged, it resonates with the desires of Gen Z when they opt for genuine interactions.
In Summary
Brands need to understand how Gen Z uses social media platforms like Facebook, Instagram, or LinkedIn when they look forward to connecting with this influential and expanding demographic. By engaging with the online community, using genuineness, and championing social causes, a brand forges meaningful connections with its audience.