Building Your Social Media Marketing for Generation Z
Generation Z is the demographic group that comes right after the Millenials. This generation involves anyone born between 1995 to 2015.
People in this cohort have grown up in a world where the internet, social media and smartphones have become a necessity. As we proceed towards 2020, more and more of these individuals gain purchasing power, which means it’s time for businesses to revamp their social media marketing strategies in this segment.
But remember, purchasing power is of no use without the willingness to buy. You cannot just expect them to buy because they have the money. There has been a paradigm shift in the way businesses market themselves these days which has shown good long term results.
To enable this, you must first build trust and then show what value you can provide. As for social media strategies for generation z, below are a few guidelines to make sure you’re going in the direction
Choosing the Right Platform
The first and foremost thing you need to do is find your target audience and be present over there. It is no surprise that gen z spends most of its time on social media. Depending on your business, you’ll need to choose the right social media platform for your particular niche.
Whether this is Facebook, YouTube, Instagram, Pinterest, Reddit, LinkedIn, TikTok or the many others out there, will be clear to you after you’ve done your research.
The key here is that you need to create relevant content on the particular platforms you choose. They should be relatable and connect with the audience so that you get them to engage with your business and further build trust.
Utilize Influencer Marketing
Generation Z is very cautious about what and from where they buy. More often than not, they will do their research before making a decision.
Influencer marketing is a term that is being thrown around a lot these days. An influencer is someone who has the power to affect the purchasing decisions of his/her audience.
They are individuals who are active in a particular niche, have authority and knowledge in that segment and actively engage with this audience. Generation Z advocates such people and connects with them intensely as they find them to be relatable.
Now a simple product placement in the influencer’s content is not going to work, especially if your product or service is not related to what the influencer does. The audience can easily see through forced integration and clearly identify that it is not authentic. What you should do is find an influencer in a particular niche that is related to your business, often known as micro-influencers. This way, what you offer will be of use to the audience and seem much more genuine coming from the influencer.
Quick Tip: The goal here should not be to find an influencer with a huge following but rather to find an influencer who is relevant for ‘your business’. If you’re able to find a relevant influencer who also happens to have a massive following, you’ve hit the jackpot.
Adopt a Mobile-First Approach
Generation z spends most of their time glued to mobile devices most likely using social media. So there is no question that you should optimize your marketing strategies in a way that takes advantage of these platforms. Whether it is content that builds brand awareness or social media features to help users find and buy your products more easily; Do it all!
Instagram very recently came out with a feature for the stories section called ‘shopping tags’. It lets people tag brands in pictures to endorse their apparel.
This is a great way to connect with the audience and engage them with the brand. Another interesting feature on Instagram, not new though, is the swipe up feature. It allows you to redirect users from stories to any link you choose. This is a great way to promote new products, offers, discounts, sales, etc.
These are just some of the surface level things you can do to improve your social media strategies for Gen Z. You should also make sure that other aspects of your digital strategy are in sync with your social media strategy:
- Ensuring a mobile-friendly website.
- Optimizing website for speed. Quick load times on mobile devices.
- Compress images so they load quickly. Gen Z isn’t a patient lot and will bounce off if something takes too much time.
- Short attention spans need short headings and subheadings.
- Design mobile-friendly opt-ins and popups.
Being Socially Responsible
The consumers of tomorrow are more aware of anything and everything that is going on in the world. Because of easy access to information, consumers have become more conscious than ever. The Millenials and gen z care about a brand’s ethics and behaviour more than any other generation before.
Positive values, an inclination to serve the community, helping others and being mindful about the effects of your doings on the environment are all desirable traits that gen z looks for in a business. Having these characteristics builds trust and makes them more likely to buy from you.
Here’s a simple line to sum up the above two paragraphs –
“Do the right thing, to get the right results”.
Times will keep changing and so will people. As a marketer, you’ll not only need to stay in touch with the business side of the world but also the human side of it. This will help you understand why people buy things so that you can cater to meet their needs.
In the end, it is all a game of giving and taking value. If you put out value(inbound marketing) rather than telling people what to do(outbound marketing), you will eventually get returns that are ten-fold of what you gave.