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Like any generation, Gen Z has particular marketing preferences and shopping habits worth noting. By understanding their content-consuming habits, businesses implementing creative strategies can get Zoomers engaging, sharing, and buying into their brands faster than a notification ping.
Let’s examine how brands can use the best methods, strategies and channels to target Gen Z in 2024.
Social Media Platforms
TikTok
First and foremost, we have TikTok, a social media platform and a hotbed for viral trends and short-form video content. It is also known for its very large, 1 billion strong, active user base. This is where businesses will likely find Gen Z, in their natural habit, consuming content and participating in the latest (albeit quite questionable) trend.
Brands that partner up with Influencers who align with Gen Z might strike lucky and go viral, but at most, they’re likely to see an increase in brand visibility. TikTok is also a diverse platform, perfect for in-feed advertising and TopView Ads.
Instagram is still a viable channel for connecting with Gen Z. With its ninety-second reel limit, brands need to ensure their content is engaging and to the point; otherwise, they risk being left behind in the mindless doom-scroll. Gen Z has a penchant for stimulating visuals layered with a trending song–it’s a simple formula, but getting that balance right is all trial and error.
Instagram is also ideal for brand collaborations because of its creative network of content creators and influencers. Instagram’s integrated shopping features also cater to Gen Z’s preference for online retail, and brands can utilise this by setting up and monitoring in-feed social media advertisements known as meta ads.
YouTube
An older platform that’s managed to maintain its glory and relevance, YouTube is where Zoomers lurk when looking for long-form video content. From reviews to live feeds, travel vlogs to music videos, YouTube’s unending content catalogue keeps Gen Z engaged.
Influencers and well-known content creators can monetise their YouTube content via sponsorships and partnering with brands. Businesses can cash in on these collaborative opportunities as long as they align with Gen Z’s preference for trendy relevance.
Discord
This one’s a little obscure, but it happens to be growing in relevance daily. Originally a platform for gamers, Discord has gradually transformed into a community-based platform, perfect for nurturing more personal relationships with users.
Businesses can create their own servers, where tens of millions can engage, share content and interact in real-time through chats and voice channels.
Discord can be a great option for niche businesses, especially those within the gaming and tech industries.
Multi-Channelled Strategies
Why use one channel when you can use multiple? Brands looking to reach Gen Z can exploit each platform’s opportunities and strengths.
Adaptability, authenticity, and creativity appeal most to Gen Z. Just like with any demographic, maintaining a potent brand identity and a clear tone of voice will allow you to connect authentically with your target audience. This couldn’t be truer than when marketing your brand across different platforms.
Businesses can share their content across various platforms and engage in different ways with their targeted demographic (Gen Z). By reinforcing authenticity in your branding, you reinforce your message, and Gen Z value an authentic message.
Brands that are consistent and interactive and encourage users to make content– whether through a viral dance or a popular video format with an outlandish audio dub–have seen noteworthy success. Remember to take advantage and be adaptive when trends evolve—there’s nothing wrong with riding the short-lived trend wave.
Another worthwhile strategy is partnering with a trusted influencer that Gen Z users follow, admire, or both. This can be done through reviews, social takeovers, giveaways and sponsored ads. Businesses should ensure that the influencer they collaborate with aligns with their brand and that their following best represents those they wish to target.
Working With Digital Marketing Agencies
If you’re a business looking to target Gen Z and are unsure where to start, you could partner with a London digital marketing agency.
Some agencies are known to be absolute powerhouses when developing and implementing social media marketing strategies. They’re often unafraid to get stuck in by researching suitable demographics, analysing data and assembling creative campaigns from the ground up.
From influencer marketing to content creation specifically tailored for Gen Z, digital marketers can amplify your brand’s message and convert before that ninety-second Insta reel is over.
The Key Takeaways
Getting the most out of a social media marketing strategy geared towards Gen Z requires an adaptive and highly creative approach. With thousands of brands all veering towards the same goal, it can be difficult to stand out.
The key is to remember that authenticity is a valuable asset in this game of ads–it’s Gen Z’s favourite flavour of content.
Focus on a multi-channel strategy to extend your brand’s reach, partner with aligning influencers for social proof, and create platform-breaking content highlighting why your message, service, or product is better than all the others.