You’ve probably heard about marketing to millennials and why it can be extremely lucrative, but some are now claiming that millennials are ‘old news’ and we should be targeting younger personas – ‘Generation Z’. These teens and tweens often dictate what’s hot and what’s not after all.
Why Target Generation Z?
It may sound scary to you that those belonging to this generation were born in the late 90s or early 00s, but they’re growing up fast. Many of them are now a part of the working world and ready to spend their earnings.
In fact, Quicksprout claims that as consumers they have $44 billion (£36 billion) of buying power and this will rise to $200 billion (£163 billion) by 2018. In the meantime, the bank of mum and dad will probably help out with their purchases.
In any case, it makes sense to divide your time between millennials and Generation Z, as both of these hold the potential to be long term loyal customers.
Understanding How Generation Z Is Different
Generation Z is tech-savvy and the vast majority of their media usage is online. In fact, many of them have never known a life without the internet. They are likely to switch between multiple devices and platforms, and have a short attention span so will need to be wowed by eye-catching visuals rather than a classic wall of text.
They’re also very social. A report has found that 81 per cent of teenagers are on social media, 93 per cent of Generation Z say they visit YouTube at least once a week and 54 per cent watch videos multiple times a day. Twitter, Instagram and Snapchat are also used on a weekly basis.
This is the generation that installs ad blockers, skips ads at the start of videos and simply ‘snacks’ on content. Advertising for this type of consumer needs to be subtler.
So, How Do You Adjust Your Campaigns for the ‘Zs’?
Video marketing is becoming more and more prominent in the digital sphere, and this age group tend to react better to clips that serve a purpose. Whether it’s a DIY ‘How to’ tutorial or a ‘Did you know?’ style piece, edutainment could be the way to go.
Just make sure that your brand remains relatable and full of personality in the process, as Generation Z are more aware of sales and marketing efforts than most. Honest and transparent advertising that can add value is likely to yield the best results with this demographic.
Collaboration and user-generated content should be explored when marketing to this demographic, and they are more likely than any others to be influenced by a celebrity or blogger endorsement. As Emily Sheffield, Editor of Miss Vogue, has told Campaign:
“They also want an experiential life – it’s not about sitting in an office; they want to be involved in adventures, which they can talk about and post on their Instagram. They want to be part of debates, they want to feel involved in world issues – look at the recent hit of the Ice Bucket Challenge.”
The Reality of Marketing to Generation Z
Like with older consumers, there is no fool-proof, secret to success when it comes to maximising conversions and ROI. So, test, test and test again using the tips above, and your brand too can enjoy the lucrative opportunities that come from having these tech-savvy consumers on board.