Marketing to Gen Z with Authentic Content
Marketing your business to people between 27 and 15, also known as Generation Z, is essential in today’s economic climate. The oldest of this generation are earning salaries and looking at big purchases, while the youngest are starting their first jobs and learning to budget their income. Gen Z has money to spend, but figuring out what they want and how to market to them can leave some marketers scratching their heads.
The first thing to remember is that members of Gen Z are just people. Even though they grew up scrolling the internet, their needs are very similar to those of the generations before them. However, there are some trends that appeal to Gen Z and can help you reach them with your marketing efforts.
In this post, we will discuss marketing to Gen Z using authentic content. We will show you how to leverage authenticity and why it appeals to younger audiences, strategies that appeal to Gen Z, and how to use individuality and social media to get your brand in front of the eyes of this young generation. Keep reading to learn more!
Authenticity in Marketing: Why It Appeals to a Younger Audience
Instead of heavily produced advertisments, Generation Z prefers user-generated content and content that speaks to a personal connection delivered to them on their favorite social platforms. They may also want marketing campaigns that give them options so they can choose the path that is right for them.
Marketing that Appeals to Gen Z
As members of Generation Z get older, more and more businesses are starting to create content that specifically targets this demographic, rather than previous generations who are less likely to purchase their products.
However, these companies, often led by members of the baby boomer generation or Generation X, don't always feel confident that they know what appeals to Generation Z. Below we outlined three areas that will help you design a marketing campaign that appeals to Gen Z.
Authenticity. The key to marketing to younger audiences is approaching your efforts with a sense of authenticity.
If you have done a little research, then you know that members of Gen Z like authentic marketing. Authentic content is always focused on delivering the facts without pretense. Young audiences appreciate a genuine approach and relatable content that feels like it was made for them. They tend to be more suspicious of gimmicks or complex approaches, as they suspect those approaches mean you are trying to pull the wool over their eyes.
Humor and emotion. Gen Z tends to like content that creates an emotional connection. Focus your marketing efforts on creating content (short videos, for example) that are written to be humorous, sincere, or even sad. If you can make Gen Z feel an emotion, it will create a genuine connection that will cause them to be more likely to remember your company.
Testimonials from their peers. Gen Z tends to want to see user-generated content or relatable content that is made by people from their demographic. To accomplish this, you may consider asking a Gen Z customer to create video content for a testimonial describing their experience with your brand. Release this type of content on social media platforms and market it as a real experience centered around customer feedback.
Individuality and Social Media
In today's digital age, individuality, and social media go hand in hand. Social media has played a pivotal role in shaping Gen Z's mindset. Platforms like Instagram, TikTok, and YouTube have given individuals the power to curate their own unique identities and connect with like-minded individuals. As a result, Gen Z has become accustomed to having an online persona that reflects their true selves. This has led to an increased demand for customized products and services that align with their individual values and interests.
One of the most notable trends in recent years is the rise of influencer marketing. Influencers, who are typically active on social media platforms, have amassed large followings and have become trusted authorities in their respective niches. Gen Z looks up to these influencers as role models and seeks their recommendations when it comes to making purchasing decisions. This shift in consumer behavior has forced brands to adapt and develop influencer marketing strategies in order to reach this influential demographic.
When crafting your next marketing campaign keep in mind that Gen Z prefers more targeted content. Instead of trying to cast a wide net, focus on who your ideal customer is and make content that is designed to speak to them. This content should be easily sharable on social media and can even be promoted by relevant influencers.
Market to Gen Z with Help From Legend Web Works
Marketing to Gen Z is possible with the right approach. Remember, members of Gen Z tend to prefer authentic marketing strategies that are targeted to them and their needs. Try to make humorous or emotional content designed to make a genuine connection.
If you are looking for a marketing firm that understands the nuisances of marketing to Gen Z, then Legend Web Works may be the perfect fit for you. Many members of our marketing team belong to Generation Z and they understand the approaches that members of their age group want to see.
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