How Gen Z-Targeted Brands Can Utilize Social Media to Drive Consumer Loyalty
There was a time when, to buy a product, a consumer had to drive to the store, find it, wait in line to pay for it and then drive back home. That time has passed.
Now, our world is digitally centric and incredibly fast-paced. Consumers are spending hours upon hours online every day, where they’re able to see a product online and purchase it within seconds. This means that a large majority of purchases are now leaving brick and mortar locations and shifting to e-commerce platforms.
According to a SAS report, 94% of all consumers use at least one form of social networking. Through social media, companies can seamlessly drive social media users directly to their site with engaging, thoughtfully planned out content.
When selling to Gen Z, a generation infamous for its 8-second attention span and astounding daily use of social media, it’s crucial that brands leverage their platforms to reach the shoppers where they spend most of their time, catch their attention and form personal relationships in order to rise above the overwhelming number of online brands offering similar products or services.
Here are a few ways brands can utilize their social media accounts to attract loyal consumers.
Know Your Target Market
Large social media campaigns blanketing all demographics on social media sites such as Instagram, Facebook, TikTok, LinkedIn and YouTube can be effective in growing a wider audience, but their ROI is often low due to the blanket reach of a general market, rather than a targeted group of individuals who fit the criteria of a likely customer.
By defining your key consumer metrics, researching the group’s digital behavior patterns, and creating content specific to the people you are looking to reach, you’ll be much more likely to drive revenue from your campaigns.
Methods for gaining consumer info include:
- Social media surveys that offer a look into your current followings' interests and behaviors and can be used to generate and place future content to attract similar groups.
- Questionnaires following purchases to gather information about why people already interact with your company.
- Research studies on your target demographic to discover purchasing patterns and digital media activity.
- Studying the consumer demographics of your competitors
You can then target those campaigns at specific demographics on those social media platforms, increasing ROI by putting your content in front of someone that is actually likely to buy your products.
Knowing your target market can also help you decide which apps you should be used for campaigns, organic content distribution and customer interaction.
Partner With Trusted Influencers
Not only can you target your ad campaigns, but you can also target your partnerships. Digital consumers care deeply about their online role models' opinions, so if you have a popular and well-loved public figure endorse your product online, you’ll likely gain the trust and loyalty of a large portion of viewers.
Be sure to form influencer deals based on the group you are trying to reach. For example, if you are looking to sell workout apparel to females aged 18–27, you could work with young athletes' popular fitness accounts on Instagram and TikTok to gain exposure for your clothing. Or if you’re looking to market vegan meal prep kits, you might want to collaborate with a popular vegan chef on those same apps.
American Eagle gained impressive success by partnering up with Addison Rae to run a challenge marketing their Fall jeans line. This single video within the campaign received over 23 million views within an audience largely resembling AE’s target market.
By working with an individual who inspires Gen Z shoppers' purchasing decisions around the world and encourages consumers to participate in the campaign themselves, AE built brand engagement and consumer trust.
Stay on Shoppers’ Minds With Retargeting Campaigns
Retargeting campaigns allow you to direct your advertising to people who have already interacted with your website or product. These ads will appear on their social media feed and remind consumers about your company.
These can be particularly useful in driving the final purchase steps. People often visit e-commerce sites, fill their carts and then exit the page without ever buying anything. By creating personalized ads based on the products a consumer left in their cart, you can encourage them to click on your ad link and complete the checkout process.
Marketing genius Neil Patel is all about retargeting campaigns, and he recommends using Google AdWords or Facebook Business Manager to create a deeply personalized ad copy. For instance, he shared an example from Jasper’s Market, who noticed he spent most of his time looking at pie crusts while on their site, and then created this advertisement for his Facebook feed:
By personalizing each retargeting ad to the individual consumer, your brand can connect better with viewers and drive campaign ROI.
Utilize Both Public and Private Engagement
Public engagement involves most of what’s already been discussed: advertisements, social campaigns, influencer partnerships, and the like. Gaining widespread attention by interacting with viral campaigns and tags can be incredibly beneficial in reaching large groups of consumers at once.
A recent study by Hootsuite found that private engagement is increasing in popularity among younger consumers. Shoppers love when brands interact with them directly online through the use of messengers such as Instagram and Twitter DMs, Facebook Private Messages and LinkedIn InMail.
One way to engage privately is to send personalized advertising copy to consumers who fit an ideal customer's profile. Sending them a coupon code, recommending a product based on their posts, or telling them about an upcoming sale can create a personal connection between your brand and the digital user, laying the foundation for a loyal shopper base.
Many brands are also using their social profiles as customer service mediums. By responding quickly to consumers with solutions to problems with your company, offering answers to questions and being as supportive as possible, you will gain the trust and respect of those you interact with, strengthening your brand’s reputation.
Bottom Line: Keep Consumer Centricity At the Center of All Social Media Marketing
Gen Z consumers are connecting best with the brands that put them first. Keep their interests, behaviors and desires at the center of all content creation, ad copy and campaign strategy you produce, and your company will gain loyal consumers that will consistently engage with your products.
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