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Gen Z is a digitally native generation engaged in online shopping and social media. They value authenticity, social responsibility and unique experiences. By understanding their preferences, brands can build lasting connections with this influential group of consumers.
1. Understand the habits and values of Generation Z
Understanding the challenges that come with connecting with a particular generation is crucial to a successful marketing strategy. Generation Z spends a lot of time online, with an average screen time of 49 hours per week, so choosing the right communication channels is essential. However, given the overload of these platforms, it is becoming increasingly difficult to stand out from the competition. The authenticity of content and communication must be given priority because it arouses emotions and stays in the audience’s memory.
Another aspect to consider is that Generation Z values social responsibility. Companies that, for example, are committed to supporting disadvantaged people or work with charitable foundations are very popular with this generation. However, these measures must be consistent. One-off campaigns can be perceived as insincere and may cause negative reactions from audiences.
Related: Generation Z’s top career motivations and reasons why they choose an employer
2. Build trust
It’s a constant battle to get Generation Z’s attention. This skeptical audience craves real interaction, so fostering a two-way dialogue is crucial. This includes active participation in questions, surveys and comments in the comment section.
But authenticity goes beyond mere interaction; it’s about the content itself. Highly polished, traditional marketing visuals can fail with Generation Z. This is where user-generated content shines. By incorporating UGC, brands harness the power of natural, unfiltered perspectives from their community. This reflects Generation Z’s preference for relevant content and builds trust by showing the brand through the customer’s lens.
Related: Why This Unique Marketing Approach Is Key to Business Growth
3. Use short content
Generation Z prefers short, engaging content and often finds long videos challenging. With just a few seconds to capture their attention, you can focus on captivating them from the start. An important tip is to post regularly and several times a week. Collaborating with local developers for eye-catching content also proves to be extremely effective. Case in point: Within two months of launching our TikTok account, we grew from 0 to almost 300 followers. Even if it’s long-form content, providing a snippet of key moments at the beginning can pique the interest of a Gen Z viewer.
Video content is preferred over static images because it has a higher organic reach across different channels. Therefore, it is recommended to prioritize dynamic content to maximize your engagement and visibility.
4. Embrace influencers
Generation Z audiences place more value on influencer marketing compared to any other generation. However, for guaranteed success, it is not enough to simply choose a popular YouTuber.
A major benefit of these partnerships is the depth they provide in showcasing your brand. Influencers with whom you build lasting relationships can go beyond the surface and really delve into your brand’s unique value proposition. This approach also helps you navigate the ever-changing algorithms of social media. By regularly appearing in an influencer’s content, you build brand awareness and trust with their audience over time. When an influencer uses your product or service regularly over a longer period of time, their support appears more authentic and resonates better with viewers, especially Generation Z who value authenticity.
Here’s a concrete example of how long-term partnerships pay off: During International Women’s Day, our ongoing influencer collaborations resulted in 28 orders totaling nearly $2,000 and 45 app installs.
Another advantage of these partnerships is exclusivity. Collaborating with the same influencers creates a distinct brand identity that sets you apart from the competition. However, choosing the right partners is crucial. Start with short-term collaborations to assess whether their audience aligns with your brand before making a long-term commitment.
Related: Why leaders need to stop using these phrases when communicating with their team
5. Prioritize transparency
Generation Z expects brands to be transparent and responsive. According to the 2021 Sprout Social Digital Natives Report, 41% of Gen Z audiences would choose a brand that offers timely, responsive customer support over a competitor. This is how my company Flowwow values transparency and proactive customer service:
- Respond to feedback: We actively collect reviews and feedback through automated systems and our support team. This comprehensive approach ensures we see the bigger picture and address any concerns efficiently.
- To learn from mistakes: We use an internal reporting system to track customer feedback and identify opportunities for improvement. By automating this process, we can quickly resolve issues and minimize the likelihood of them occurring again. This focus on continuous improvement helps us maintain a high average rating.
- Scaling for peak times: Because we know that responsiveness is critical during peak times, we utilize all available resources. For example, on busy days like holidays, former customer service representatives from other departments help process orders, ensuring a smoother customer experience.
- Proactive problem solving: Our combined focus on reporting and proactive problem solving allows us to anticipate potential issues and maintain a positive customer experience.
By prioritizing transparency, responsiveness, and proactive problem-solving, you can build trust and loyalty with Gen Z customers.