With each passing year, demographics change. Where a company’s core demographic might have been millennials a few years ago, today it’s shifted to Generation Z. Unfortunately, there’s often a marked difference in values between generations, and businesses need to revamp their social media marketing strategy to reach out to their newest client base without alienating their other followers.
If the wrong strategy is applied and a company’s messaging is ineffective in reaching its audience while turning away others, it can cost the business valuable sales. Just take a look at any of the content being created in product review space and you will see that they are creating their content in a tone that best relates with their audience.
Quick Tips and Expert Advice on How to Reach Gen Z Audiences
To help avoid such situations, these 11 entrepreneurs from YEC share their insight into how companies can reach out to their Gen Z audience while remaining marketable to their existing clientele. Want to see if these methods will start working for you and your brand? Start by reading through the list below and then implement one or two of these methods in your marketing and outreach efforts today.
1. Use an Omnichannel Approach
Use an omnichannel approach. Gen Z is active on multiple devices and platforms. They are more into Instagram and Snapchat than Facebook and email but they still have Facebook accounts and email.They are also big into text messaging. So it’s important to have campaigns that reach out on several channels. This won’t alienate others and is actually useful for reaching everyone.
2. Focus on Creative, Original Content
Focus on creative, original content while remaining fresh and engaging. One reason for this is that Gen Z is beginning to be part of a technology and digital media-led environment, so the scope for it is much broader and has more possibilities. Taking advantage of this fact in a favourable way to encourage a content-based approach can be highly effective.
3. Create Personalized Content
Gen Z wants to stand out and express themselves as individuals. They aren’t willing to do business with just anyone and will wait to buy from brands that resonate with them. So, you need to create tailored, personalized content to speak to their needs. Presenting them with the same stale message you send everyone else is a surefire way to lose them forever.
4. Value Diversity and Equality
Value diversity and equality with an emphasis on individual expression. Generation Z are the essential digital natives. They don’t know a world without the internet, so they know how to use it better than anyone else.
5. Use Micro Social Segmentation
When targeting multiple demographics including Gen Z, brands should segment outreach not only by utilizing different platforms, but also by taking it one step deeper to feature specific targeting within each platform. For instance, TikTok is extremely engaging with Gen Z, while Instagram Stories can be used successfully to target both Gen Z and a broader audience.
6. Embrace Emerging Social Media Platforms
Embracing emerging social media platforms while remaining true to your brand is a powerful way to boost engagement with a younger audience without alienating your existing followers. I recently took part in a TikTok video “dance-off” competition with other digital marketing thought leaders and the engagement we received on all of our social media channels was off the charts.
7. Leverage Motion Graphics
Video is the king of content right now. However, not all video is created equal. If you are trying to appeal across demographics, motion graphics are the way to go. Motion graphics stand out in a fresh and modern way from standard video without looking too gimmicky. If you haven’t already invested in a motion graphics team, it would be wise to do so.
8. Step Up Your Engagement
The best way to appeal to Gen Z, and truly all of your followers, is by stepping up your engagement. Consumers expect businesses to engage with them like never before. Part of this thought process stems from the way companies interact with their followers on platforms like Twitter. Spend time chatting with your followers in the comments of your posts to attract more people to your website.
9. Optimize for Mobile
Unfortunately, many marketers are still trying to sort out their mobile marketing strategy. Considering that Gen Z’s device of choice is their smartphone, it is incredibly important that you optimize all areas of your social media for mobile. In fact, 53% of Gen Z use smartphones to make online purchases, making social features like Instagram Stories to promote products and services invaluable.
10. Appeal to Their Values
Listen to Gen Z and appeal to their values for privacy and individuality. These children are becoming adults too fast and feel invalidated by how the world sees them. If you can deliver tangible social responsibility and ethics in your posts, then implement those messages combined with action. Also, add authenticity and a desire to engage with them. Give them a voice and a reason to like you.
11. Use the Latest Features
If Gen Z is a part of your target audience, make sure you are utilizing the latest features on your social media campaigns such as Instagram or Facebook stories. As videos seem to be only growing in popularity, create video content targeted specifically to Gen Z and share it on the most cutting-edge platforms where the more mature members of your audience likely won’t even see it.
Want to Create the Best Content for Your Target Audience?
No matter if you are targeting an audience in Generation X, Y or Z, it’s all about knowing who your audience is and how to provide the best value and user experience. This is especially true in the age of content media and mobile usage, as users and their attention spans are just a simple click or swipe away from leaving your site.
To learn more about these best practices, be sure to read up on our latest content marketing tips.