Why You Need to Include Gen-Z in Your Branding Strategy and How You Can Reach Them Today
Generation-Z includes teenagers and people in their early 20s born from 1996 and 2014. They are the first generation that had easy access to technology from a very early age and they now represent 40% of the consumer market. The marketing strategies utilized differ from ones used to market to millennials and older generations. Below are five strategies to ensure your Gen-Z marketing and branding strategies hit.
TikTok is a social media app centered around video content, 60% of users being around the ages of 16-24, making it one of the best social media platforms to reach this new generation. TikTok strategies used to cater to this audience include influencer marketing, creating original content for your brand, and using TikTok ads. Whichever strategy you use, be sure to have a strategic plan before moving forward.
Having Clear Values and Mission Statement for your Business
Gen Zers care about the world. They are very aware of environmental, political, and the socio-economic problems of the world today. If you want to best reach this generation, start by having the core values of your business clearly defined. Have a purpose for your business that Generation Z can resonate with; both authentic and aligned with the core values of your business. A great example of this is TOMS shoes. By using cause marketing, TOMS created their ‘one for one’ model where the company donates a pair of shoes to a child in need for every sale made. This has not only improved the company's reputation and sales but also created a positive image of TOMS to consumers.
Is your Marketing Entertaining?
Generation Z has an uncanny way of filtering content, being bombarded with thousands of marketing messages a day on various platforms, it is going to take a little bit more effort to get their attention. A great way to do this is to create content that is entertaining. Instagram stories, Snapchat stories, and Facebook stories, not to mention TikTok, are great places where entertaining content can be created easily. Whether it is a video or image that lasts for a few seconds, this can greatly help in communicating your message in a short and entertaining way that they will appreciate. Generation Z wants to connect with like-minded people, they want engagement so make sure your content does this for them!
Surveys indicate that Generation Z is one of the loneliest generations in the U.S., which means that they want to engage. Building a community within your online platforms can go a long way to fill this need and will go a longer way for your brand than any other form of marketing, advertising, or communication. Influencer marketing can work wonders in this situation as well, by seeking ‘real’ people who embody your brand’s values instead of mega celebrities, you can help authenticate this connection. This will help strengthen the sense of community and can build trust with your brand, it is of major importance to communicate to Generation Z in a way that they can relate to.
Gen Z is not scared to share their opinion, they are vocal and they probably will be sharing their thoughts on social media. This could be a challenge when you begin marketing to Generation Z so it is important to take accountability for any missteps and to remember to be more receptive and willing to accept any criticism or feedback from this group. Generation Z consumers were raised in a world of personalization, so there is a higher expectation for brands, be sure that your team is accountable!
For more business coaching or help building your strategic marketing plan call (409) 502-8221. Our team will deliver tailored solutions to identify strengths and weaknesses in your business to help find the solutions to meet your needs!