How Gen X Communicates
Generation Z (Gen Z) is the latest generation of young consumers and the most tech-savvy generation yet. Most have owned or used a computer since a young age and have grown up in the era of social media.
Gen Z makes up around 25% of the U.S. population, making them larger in size than the Baby Boomers or even the Millennials. This generation is becoming a crucial audience for marketers to target because they are well-connected to online shopping and can research products that they plan to purchase either with their own money or ask their parents to buy. They frequently help their parents (and even their grandparents in some cases) make purchasing decisions, particularly in terms of new technology. Gen Z is also active on social media and often product popularity spreads across the generation through word of mouth.
How Does Gen Z Communicate?
Gen Z prefers “bite-size” media. This refers to information that can be communicated in small chunks, particularly visual media like video and images. Attention-grabbing headlines, short text, and lots of visual media is ideal for communicating with Gen Z. One crucial factor in communication is that Gen Z typically does not like to be tracked; they value their privacy and prefer apps like Snapchat that can send images and messages without leaving a trail.
To best communicate with Gen Z, keep in mind the following tips:
Utilize multiple platforms
- The more platforms, the better. Because of their short attention span and multi-tasking habits, a message on a single platform may get lost in the shuffle.
Focus on visual media
- GIFs, videos, and emojis all communicate in a visually appealing way that catches the attention and is faster than reading a block of text.
Keep it short!
- When you do choose to use text, keep it simple and to the point. A tweet can make a bigger impact than a lengthy blog post.
Appeal to the entrepreneurial spirit
- After watching Millennials struggle to find work during the recession, many in Gen Z are focused on entrepreneurial endeavors. Focus on how your product or service can help them achieve their goals or highlight the fact that you’re a small business.
What Is the Best Way to Market to Gen Z?
Marketing efforts should typically start online. Don’t wait for them to come to you; take your message to them! Focus on direct messages and personalize your content to each person or segment of your market. Focus on multiple ad formats across multiple platforms. Make sure your content is eye-catching, conveys your message, and is easily shareable.
A major faux pas in marketing your product to Gen Z is to label them. Typically, they do not want to be pointed out as a group. Instead they want to be recognized as individuals with individual needs. Social media and targeted advertising are important now more than ever in adjusting your message to fit each customer. It’s also important to have an active presence online. Don’t just update your blog. Set up a customer support department dedicated to interacting with fans and potential buyers on social media platforms.
The Importance of User-Generated Content
Your marketing message is no longer in your hands alone. Through video reviews, social media posts, and written reviews on your website, Gen Z is sharing their opinions about your product or service. Encourage reviews and photos of your product or service in action. The more positive word of mouth it gets, the more people that will want to try it.
Keep Your Consumers Informed
Gen Z is educated and with so much information at their fingertips, they have endless options for researching products and services before they buy. They care not only about the product or service, but also the company. Be transparent about who you are, what you offer, and what you stand for, so consumers know. Highlight the ways your company focuses on giving back to the community and the environment. These issues are important to many in Gen Z and will continue to increase in popularity over time.
Focus on Top-Notch Customer Experiences
Gen Z doesn’t want sales gimmicks or flashy advertising. They want a memorable customer experience that makes them feel valued as a customer. Customer service should go above and beyond to take care of each customer, listen to their needs, and find a product that truly matches what they want. Customer support post-transaction is also important. Offer your young customers accessible and knowledgeable customer support that can answer questions and handle returns.
By focusing on the ever-changing world of technology, you can reach Gen Z shoppers where they spend the most time: online. Whether by word of mouth on a social media post or through a funny GIF advertisement, marketers aiming to reach the younger generation will want to understand their tech-focused world while also focusing on superior customer service and a top-notch mobile or web experience. Now more than ever it’s important to be authentic and open with your customers. You’ll reach not only your target audience of the Gen Z crowd but will appeal to other audiences as well.