What you need to know about marketing to Gen Z

An important part of any marketing strategy is understanding your target audience. While millennials have been the young adult consumer group of focus for many companies, time has flown by during the pandemic and they are now well into their careers, getting married and having families. Taking their place is Gen Z, and if you think marketing to this age group will be the same as the last, think again. There are key differences to keep in mind to effectively reach this demographic and get them to engage with your company, product or service.  

A generation of digital natives
Gen Z is defined as those born between 1997 and 2012. This generation is entering the workforce after having high-school and college experiences that were far from “normal” in the midst of COVID-19.

However, Gen Z was actually well suited to handle online learning and working. Unlike millennials who remember a childhood of landlines and encyclopedias, Gen Z has never known a world without the Internet. Their high level of comfort with technology puts them on track to be the most digitally sophisticated generation ever.

This means a lot to your marketing efforts. Gen Z is a tech-savvy group that expects to immediately find the information they need in the palms of their hands. Having your company website up to date and easy to navigate, staying active on social media and maintaining positive reviews are of the utmost importance. Failing to provide this instant gratification and assurance can completely turn off this group from your brand.

While millennials were already known for their short attention spans, Gen Z’s is 4 seconds less (8 seconds vs 12) as they toggle between an average of five screens per day, two more than their predecessors. Experts in multitasking, they are highly selective of what catches their attention and what they’re willing to retain.

So, when you’re marketing to this group, it’s essential to be clear and concise; get to your point quickly! Use bullets with fewer words (unlike this article) and more graphics for easily digestible information. Video is an ideal and preferred method of communication for this group, so embrace video content and front-load your message to quickly hook their attention and stop the scroll.

Social media preferences
If you’re only posting on your Facebook page, you may as well not be present on social media at all, in the eyes of Gen Z. Instead, consider Snapchat, TikTok and Instagram.

Snapchat
While Snapchat was started as a platform for selfies, it’s quickly become one of the best for connecting with your audience in a fun and engaging way. The platform appeals to most people under the age of 35 and users spend an average of 30 minutes on it every day. So sign up and try sharing a customer testimonial, a look behind the scenes at your company or build excitement around a reveal or announcement!

TikTok
In 2021, TikTok was the most downloaded app in the world. With nearly half of its users being Gen Z, and 30% of them specifically researching products, it provides a perfect place for marketers. In fact, 43% of users try something new after seeing it on TikTok, so why not try something new in your marketing and share some product demos or quick tutorials? Humorous and trending topics work best on this quickly dominating platform.  

Instagram
Owned by Facebook, Instagram began as the go-to photo-sharing social media platform, but has turned into a top outlet for video, especially with the advent of Instagram Reels. Consider some 60-second clips of product tips, customer testimonials or employee spotlights for content that tends to do well.

LinkedIn
In B2B, you can keep increasing your LinkedIn efforts as well because Gen Z is the platform’s fastest growing audience with more than 70 million users. Especially if you’re recruiting top talent, it pays to be on LinkedIn.

Generational values
It’s also important to remember what Gen Z values as you craft your messaging. For example, after seeing the student loan crisis of millennials, and perhaps experiencing one of their own, Gen Z is a financially-minded group.

Gen Z also values individualism, diversity and inclusion more than any other generation. Authenticity is important, so Gen Z is most receptive to respectful, human-to-human communication. Like millennials, Gen Z also values sustainability and corporate responsibility. This group wants to make a difference in the world and isn’t afraid to take a stand for what it believes in.  

Keeping the values and preferences of Gen Z front of mind in your marketing efforts will only make them more successful. Again, video provides a great opportunity for messaging across outlets and this is the way Gen Z prefers to learn. As video becomes an increasingly substantial part of your marketing efforts, it’s important to create a strategy for video on its own.

Learn more about marketing to Gen Z in our podcast.


Not sure where to start? If you need help developing your video strategy, creating effective social media video content or marketing to Gen Z, feel free to reach out to us! Email, direct message or Schedule a call with us today.