Millennials are about to be superceded by a more tech-savvy generation so as marketeers it’s important that we understand how they use the internet and social media in general.
Who are Gen Z?
They are currently aged between 13-17. Unlike Millennials, Gen Z has never known the “non-digital world”. They have grown up with information at their fingertips. Which in turn, reflects their heavy use of social media.
The eldest of them approach the end of their teenage years and are about to head off to further education or employment. According to Snapchat, 96% of Gen Z’s parents say they influence household buying. So yes, we really need to be aware of this when creating content.
Here are the 4 key insights you need to know in order to break through the noise and into Gen Z hearts:
1. Facebook & Twitter aren’t top of their list!
According to a recent Statista survey, Snapchat and Instagram still have a hold on Gen Z., while Snapchat comes in first at 46%. But what marketeers need to consider is how they use each platform.
Snapchat is to Gen Z what WhatsApp is to Millennials. It’s the app they use the most to communicate with their friends and even family. That being said, you will be happy to know that, when it comes to engaging with their favourite brands, Instagram is their platform of choice, but your content needs to be authentic and extremely relatable.
2. Authenticity is key
Gen Zers are qualified BS spotters. They know when they are being lied to and will make it a point to call you out if necessary. Therefore you should always make sure that your content reflects a human side. Be real and “cut the crap”.
3. Videos, videos and more videos
We know how important video is becoming in social media. But when it comes to Gen Z, it’s a whole other level. They watch on average 68 videos per day across five different platforms!!
Gen Zers see video as the strongest mean to add personality to a brand, tell a story in a light-hearted yet highly engaging way. It is key to understand who your audience is, where they consume video, and what kind of video they are most engaged with. Then tailor your video content to authentically represent your brand and its values.
4. Mobile optimization
Gen Z is always on the go, and according to Adweek, more than half of Gen Zers spend more than 6 hours a day on their mobile phones. And you should know that mobile optimization goes far beyond the content you are creating. Gen Z is impatient when it comes to loading times. And when your content does appear on their screen, it has better be easy to digest and intuitive.
So what are you waiting for? Go go go! Gen Z is waiting to be entertained and quite frankly… influenced!