Success in marketing depends on knowing exactly who your target audience is. Gen Z represents those born between 1997 and 2012. What are the priorities for people in this group and where do they spend most of their time online?
Gen Zers have been surrounded by technology as long as they can remember. They’re accustomed to instant connectivity, which makes them open to keeping up with rapid changes in the digital world. They’re not likely to be interested in radio or television. Instead they spend most of their time on streaming platforms, and podcasts are growing in popularity among members of this group.
According to emarketer.com, members of Gen Z prioritize mental health, the environment and racial and gender equality. Digital experiences and interactive content are more important to Gen Z than to prior generations.
Preferred Social Apps for Gen Z
For Gen Z, as with other generations, social media plays an important role in discovering new products and brands. The most popular social app among Gen Zers is YouTube, with more than 90 percent of adults between the ages of 18 and 29 saying they have used this platform. Gen Z consumers are most interested in consuming content found on YouTube rather than networking on this platform. For this group, YouTube has pretty much replaced traditional TV which makes it a very influential platform for them.
Video sharing content is a good way to gain the attention of Gen Z. Both long and short-form content are regularly viewed by Gen Z on platforms such as YouTube and TikTok. When looking for new products and brands, Gen Zers engage with influencer content.
Since Gen Z appreciates visual content more than any other kind, Snapchat and Instagram are also popular apps for this group. Some members of Gen Z use other platforms such as Facebook, Pinterest, Reddit and X/Twitter. BeReal is a newer platform that only around 12 percent of those in Gen Z use, but it’s more popular with this group than those in older groups.
Challenges for Marketers
The constant stimulation that Gen Z and other consumers are exposed to can make it challenging for marketers to capture and keep attention. When marketing to this group, bite-size content can work along with engaging content such as short-form videos
Marketers should put most of their marketing efforts into one or two platforms, once the best choices for your audience have been identified. If you use more than one platform, keep in mind that Gen Z looks for authenticity, and you should aim to deliver consistent messages across platforms.
Content is frequently accessed on mobile devices so make sure content is mobile friendly at all times. Influencer marketing can be a key strategy in reaching Gen Z, so collaborating with influencers can help you to deliver your brand message. Plan your marketing strategy based on emerging trends.
The digital marketing experts at Softline Solutions can help you plan an effective strategy to reach your target audience and grow your online presence and business. Get in touch with Softline Solutions today.
