Generation Z, also known as ‘Zoomers’ is typically assigned to babies born from the late 1990s to the 2010s. This generation grew up in the age of technology.
Most of them are too young even to remember a time without social media or the internet so they are more willing to understand the concept of Brand Marketing. The oldest members of this generation are reaching adulthood and have incredible buying power and future relevance as they enter the workforce.
So, what should your company do to make sure that you nail Generation Z as a target with your Brand Marketing? Here are three essentials:
Tell a Story for Brand Marketing:
Keep in mind that Generation Z grew up in the era of streaming services, social media platforms, and YouTube videos. The run-of-the-mill, emotionally detached TV advertisement will likely not appeal to them the same way a heart-felt story will.
Generation Z likes relatability, honesty, and connection. They like to find purpose in their products. They want to put their money into things they form a personal affiliation with. Try and channel your sources into creating brand marketing strategies that focus on selling experiences rather than products by:
1) Explaining how your product helps people.
2) Relaying true stories or experiences of other people in your campaigns
3) Associating your product with a separate, emotionally charged message in your campaign.
Focus on your values
Generation Z wants to invest in things they care about and that care about them. The internet and rapid globalization have exposed Generation Z to everything wrong in the world.
They have become the most extensive and youngest group of activists the world has ever seen. Therefore, because they can easily speak up for what they believe in on the internet, they expect your company to do the same.
In your product launches, video marketing, and marketing content, emphasize your mission and your morality. Some examples that are popular are:
1) Making your products eco-friendly
2) Donate to the specific charity
3) Have your mission statement incorporate the personal problems faced by the common people, such as low self-esteem, or discrimination.
Honestly and consistently work on incorporating values into your Brand marketing and see how readily Generation Z invests in your products!
Master the Socials
As we said before, Generation Z grew up with technology and social media. Instagram, YouTube, and emails are the fundamental vocabulary of their lives and take up most of their time.
Like Millennials, these are the places where you should connect with this audience the most. However, Generation Z uses social media very differently from other generations, which is important to understand to reach that market.
For example, Generation Z gets most of their news from Twitter and often posts their personal lives more on Snapchat versus Instagram And don’t forget TikTok, a massive platform that is made almost exclusively for Generation Z users.
Another critical difference between social media marketing for Millennials versus Generation Z is that they appreciate meaningful interactions with companies.
Interaction, involvement, and a personal connection are what will increase Generation Z’s brand loyalty and differentiate your product from the many others on the market. Talk to your users, play games with them, host competitions, and connect with them.
These are just a few ways to change your brand marketing to target the upcoming Generation Z to buy your products and use your services. Keep these things in mind in your marketing, employ these tactics, and watch your consumer engagement soar.