When it comes to Digital Marketing, there’s nothing that is more effective than simply knowing your audience. Millenials, often seen as the meming, digitally nomadic pioneers of modern digital marketing, are now wrestling with the challenge of crafting resonant, multi-channel marketing campaigns to those cultural scions – Gen Z, a demographic that’s emerging as a colossal force in global consumerism.
To navigate the question of how to properly engage Gen Z, we’ve got to delve into Gen Z’s consumer behavior and find out just what makes the Tik Tok Generation, well, tick.
Deciphering Gen Z Consumer BEhaviors
What is Generation Z? Often dubbed the iGeneration or Zoomers, Gen Zers have already reshaped the whole of consumer sectors. Born between 1995 and the early 2000s, the Gen Zers are not just consumers but they’re also stylish and savvy trendsetters, dedicated socio-political activists, and influencers with large platforms that can change Google’s algorithmic goalposts in addition to filling out stadiums.
Diving deeper into statistics: Gen Z represents 32% of the global population yet an astonishing 40% of global consumers.
Gen Z grew up in a time when the Internet was a staple, not a luxury. For many, TikTok is the primary search engine for text, images, and videos, surpassing even Google. Most digital trends are usually set by the behaviors Gen Z if not a direct reaction to them. So, it’s no wonder why they’re regarded as our new Digital Natives.
Let’s take a look at how Gen Zers view committing to one brand…
Brand Loyalty: A Fluid Concept for Gen Z
The negative correlation of too many options equals less brand loyalty, which is even more pronounced within Gen Z buying habits. The current consumer market underscores Gen Z’s behavior pattern for genuine product quality over empty influencer endorsements. A McKinsey survey revealed that 62% of UK & US Gen-Zers would explore other brands even when they have a favorite.
This “brand-fluidity” can be partly attributed to their heightened awareness of product messaging and overall center of the consumer market. The trending hashtag #deinfluence underscores Gen Z’s behavior pattern for genuine product quality over influencer endorsements.
However, it’s worth noting that brand loyalty isn’t completely extinct. Brands that can consistently meet their needs and values while also maintaining a strong, organic social media presence have seen growth by retaining and growing their Gen Z customers.
Now we’ll list out some cultural insights…
Cultural Nuances In Advertising To Gen Z
At the heart of Gen Z lies a complex web of values, preferences, and aspirations. They’re the most educated generation so far, often displaying a progressive stance on global issues. Their world is not limited by borders, and their digital footprint is vast and influential. They’re champions of diversity, equality, and sustainability, often rallying behind causes that resonate with these values. And, most notably, Gen Zers are more likely to consume information through video searches than text-based searches – an unprecedented milestone in data processing that will shape the landscape going forward.
A classic example is KFC’s misstep in China. By inadvertently translating “finger-licking good” to “eat your fingers off,” they underscored the importance of cultural literacy in international marketing.
Rethinking Platform Strategies
Contrary to popular belief, TikTok and Snapchat are the end-all-be-all of Gen Z behavior patterns. According to Morning Consult and Appinio, YouTube is the platform where Gen Z spends most of their time, followed by Instagram. A recent survey from Her Campus Media, a #GenZ media and college marketing company, reveals that TikTok is the #1 search engine for over half of Gen Z. Astoundingly, 74% of Gen Z uses TikTok search, and 51% of the respondents preferred TikTok over Google as their go-to search engine.
As a Millennial marketer, diversifying your content strategy to cater to these platforms is essential.
Marketing Strategies Tailored for Gen Z
If you’re on the hunt for some ways to breach Gen Z’s consumer psychology and meet them where they’re at, we’ve listed a few tested Gen Z marketing strategies that will only boost your efforts:
Visual Content: Gen Z’s attention span is short, often just eight seconds, so content needs to be visually captivating and mobile-optimized.
Interactive Engagement: Gen Z prefers interactive platforms like TikTok and Snapchat, seeking content that promotes active participation and fosters community.
Use of Tags: Platforms such as Instagram and Twitter benefit from strategic tagging to enhance visibility, as demonstrated by successful campaigns like Coca-Cola’s #ShareACoke.
Video Marketing: Gen Z has a significant appetite for video, ranging from short TikTok challenges to long YouTube documentaries. Brands should produce quality and authentic video content in alignment with Gen Z’s values.
Value-centric Campaigns: Gen Z prioritizes a brand’s values, aligning with those that support causes they believe in.
Community Engagement: Gen Z values relationships and community. Brands that engage with their audience, both online and offline, are more likely to earn loyalty.
Transparency: In today’s information era, accountability is paramount. Brands should be authentic, admitting mistakes, showing remorse, and taking corrective actions to resonate with Gen Z.
Platform Strategy: Where to Engage with Gen Z?
While Gen Z is omnipresent across digital platforms, their behavior varies with each. Instagram might be their go-to for visual inspiration, while Twitter serves as a real-time news source. Platforms like TikTok offer entertainment, and LinkedIn aids their professional aspirations. For brands, this means crafting platform-specific strategies, ensuring that the content aligns with the primary function and audience behavior of each platform.
In Conclusion
Engaging with Gen Z? Yep, it’s a bit of a challenge, but oh, the opportunities! You’ve got to be nimble, genuine, and really get where they’re coming from. Hey, Millennial marketers, you’re already digital wizards. Dive into the Gen Z mindset, and you can create campaigns that click, connect, and make a splash. Here’s to the next big thing in digital marketing!