Generation Z comprises people born from 1995 to 2015, making the oldest ones only around 25 years old. As with the generations before them, Gen Z’ers have different online behaviors and preferences. And if you want to capture this demographic’s attention effectively, you have to know how to tweak your social media pages accordingly:
Put out content that they want to see
Bringing your business to social media already ticks one of the boxes of marketing to Gen Z’ers. However, it’s the content of your social media pages that matters most. What do people in this generation want to see? Are they interested in crazy facts about life, TikTok challenges, or memes? How can you, as a business, create content that will catch the attention of these young audiences?
Gen Z’ers have an even shorter attention span than millennials. That said, you only have a few seconds to capture their attention before they move onto something else. Here are some pointers for creating content:
- Keep it easy-to-digest and straightforward
- Be authentic
- Focus on videos
- Make your brand’s personality stand out
- Keep content concise
Optimize for mobile
Generation Z spends more time on their phone than on any other device. Hence, capturing the attention of Gen Z’ers means that you have to create your content for mobile-first consumption.
To make your content mobile-friendly, resize your videos, pictures, and other media to be vertical. Mobile optimization is also an effective strategy for older generations, such as Gen X and millennials, who consume their media from a mix of mobile and desktop versions.
A huge reason why influencer marketing is so useful for Gen Z is that they want to see content made by other people their age. They are more willing to buy a product if an influencer they like endorses it, compared to when a model or celebrity does.
Collaborate with influencers whose following is in line with your target market. In exchange for money or free product, your chosen influencer can directly market your business to their audiences.
Post consistent and meaningful content at the most strategic times of day, a.k.a. the time when most of your audiences are online. With the populated platform that is social media, you don’t want your page to get lost in the sea of all the other business content. If you can’t handle it on your own, hire a social media manager to do it for you.
Align your ethics
Gen Z’ers are concerned about what’s going on in the world, and they are not afraid to show it on social media. Climate change, gender equality, and racial equality are just some of the causes that this demographic cares about. For brands to create relationships with this generation, they have to align their ethics as well.
In a few years, Gen Z will make up for the majority of consumers in the world. That said, now is a great time to start realigning your online marketing strategies to capture the attention of this fast-paced, social media-driven, and highly progressive generation.