Killer Content is Key for Gen Z
From streaming on Twitch to dancing on TikTok, Gen Z is beginning to dominate the content we see online. As the new wave of content creators grow up, we must adapt to how we market to them. Gen Z has huge spending power — $143 billion — and they know what they want and don’t want to wait for it.
In a world of 15-second Instagram stories, there’s no denying that content is made for short attention spans. As one piece of content fizzles, Gen Z is looking for the next piece of trend to jump on.
Three things are key when targeting them:
- Personalization
- 2) Authenticity
- 3) Accessibility
Personalization
Ditch the magazines and cable TV commercials because Gen Z are not consuming media in those forms. According to a recent study, 38% of Gen Z kids think it’s cool to get ads or promotions in their social media feeds for products based on their interests/shopping habits. In addition to social ads, they want to have a relationship with the brands they love and engage via events, sampling and meaningful content.
Authenticity
Gen Z wants to find a brand that aligns with their social values. Whether it’s politics or social activism, brands must carefully think of what they stand for and how they want to position themselves if they want to earn Gen Z’s loyalty.
Word of mouth is strong here. Once they’ve aligned themselves with a brand, they do their research before spending money. Whether it’s watching unboxing videos on Youtube or scrolling through comments on a product’s Instagram page, a recent study showed that 86% of Gen Z reads reviews before making a first-time purchase, and look to their peers for information. After the purchase, 37% of them almost always leave reviews too.
Accessibility
With phones in their pockets 24/7, these digital natives are a mobile-first generation. They know how and where to reach the brands they want to interact with and will waste no time doing it. Having a sleek design across all social platforms (and a 9:16 format) is key to holding their attention.
As this generation develops into young adults, they’ll continue to reinvent the way content is created and consumed.
