One of the top questions people ask when it comes to marketing their startup is “how do I market to generation z?” We have put together a list of tips to help you target this generation that is focused on all things digital.
Some Things You Should Know About Generation Z
Generation Z has grown up in the digital era. They are self-taught and learn everything from the internet. They are known to be more creative since there are more opportunities available for them to be creative online. They are proficient in using digital devices and they communicate best through visual cues like images, videos, symbols, etc.
Most importantly, Generation Z has the largest buying power since they are now the largest generation. This means that the majority of your marketing efforts should be placed on this generation.
Things to Consider When Marketing to Gen Z
Build with the Solution in Mind
Gen Z wants companies that are going to be able to solve problems for them or who can help them get things done faster and more efficiently. Focus on how you can make the lives of Generation Z even easier and you will have sold them.
Think About Purpose
Gen Z gravitates towards companies that have a positive social, economic, political and environmental impact. They typically vote with their dollars which means they spend money on brands that serve a greater purpose or are making a positive impact in one way or another. In addition to that, Gen Z teens appreciate the differences in culture, race, ethnicity, gender, sexuality, beliefs and body types so keep that top of mind. Your website and social media should reflect a diverse group of people.
Lastly, staying neutral on important topics or movements that happen is no longer an option. Focus on the stance you are going to take on a matter and stand strong.
Learn Their Language
This specific generation creates their own language every single day and it is not uncommon for them to use fewer words since they consume best through images. When you are trying to communicate with them, think: less is more. Be concise and clear but also descriptive.
In addition to the language, you need to meet Gen Z where they are online – most commonly on Instagram and TikTok. Build your brand on these platforms, and you are sure to connect with them.
This generation is very focused on what their friends and family think of them. For that reason, they rely heavily on the reviews they receive from others before they decide to make a purchase. With that being said, ensure you place a focus on garnering honest reviews that can be added to landing pages, social media pages and Google.
In addition to that, you may also want to consider partnering with influencers or creating an affiliate marketing program. Both of these options involve providing a product to an individual with a strong online following to promote your products on your behalf. The larger the following, the greater the influence and the larger the cost to partner with them. The reason this works is because Gen Z are more likely to trust a recommendation from their peers rather than the company itself.
Gen Z’s trust in larger companies is on the decline and they value transparency now more than ever before. A lot of times, you will hear this generation talk about supporting small businesses or spending their money on brands that serve a greater purpose. If you are trying to target this demographic, you want to ensure you are taking all of the things above into consideration – and you will want to start sooner than later.
About the Author
Social Media Director, King Street Media
King Street Media is a Toronto-based marketing and creative agency focused on purpose-driven growth. Their agency supports entrepreneurs, businesses and nonprofits by providing dedicated services ranging from digital advertising and social media marketing to brand strategy and content creation.