If you think Gen Z is only about Tik Tok, for the sake of your marketing efforts, please think twice. Yes, Tik Tok is huge among Gen Z, but there’s much more about this demographic you have to learn. After all, they have become one of the biggest consumer sectors in North America. So if you are thinking of targeting Gen Z in 2022 as part of your brand’s strategy, you’re in the right place. We’re here to share some Gen Z marketing insights. Read on!
Who is Gen Z?
Gen Z is usually considered to include those born between 1996 and 2010. See, many of them aren’t kids anymore. Many are in college or graduated with jobs and disposable income. Sounds hard to believe, but 40% of consumers in the US are Gen Zers.
Socially active
Almost born with an iPad in their hands, this generation is incredibly savvy with technology.
Here are some numbers about their technology usage:
- Most Gen Zers spend over an hour a day on social media.
- They are categorically the group to spend the most time on such platforms.
- They also use more than one social media platform.
When it comes to inspiration for shopping, Gen Z ranks Youtube and Instagram at the top. It’s crucial to be in at least one of these platforms to be noticed by these online consumers. What’s more, a PwC Canadian survey found that social ads broadly are the largest influence on Gen Z’s shopping decisions. It seems like there’s one platform missing though…ah of course, Tik Tok!
The Power of TikTok
The largest growing social media platform in the world in 2021 was to nobody’s surprise, TikTok. It hit 1 billion users near the end of 2021, an unprecedented growth in the industry. This wave is largely driven by Gen Z and its loyalty to the interactive video platform.
The main reason why people flock to TikTok is entertainment, according to various surveys. Brands that thrive on TikTok understand this and create content that their audience finds funny or engaging.
Time to go shopping
When brands create content that engages people on Tik Tok, it increases trust and loyalty. TikTok is an important guide for Gen Z to make shopping decisions. Marketers have a real opportunity here. A survey in the US found that 39% of Gen Z women learn about new products from TikTok as their primary source.
So TikTok isn’t just about funny and viral videos, it’s also a place where your audience wants to learn about your product.
Let your Personality shine
In the age of digital and social, if you have a brand, you should really have a brand. Social media is not a space to simply shout to the world about how cool your products are. It’s about providing value to your audience, entertaining them and showing your personality in the process. This is true for TikTok, Instagram, Youtube or any other platform you use. It’s especially true for visually-driven channels.
Gen Z wants your business to be vocal and loud about its personality, to be funny and not take itself too seriously. Granted, this is not for every business. But if your business has a light or funny vibe or your product lends itself to some jokes, by all means go ahead and try this! When done correctly, Gen Z will gravitate towards your content and expect more of it.
Take the popular Bernie Sanders mittens meme. We saw so many companies across social incorporating that meme, while adding distinctive visuals relevant to their brand or audience. Joining these types of trends can be humorous, relevant and seems like everyone is in on an inside joke, which creates further connection among followers.
What do you believe in?
No generation is as values-oriented when it comes to shopping as Gen Z. Not only are they price conscious, they also want to purchase from companies that represent or share their values.
A report found that 55% of Gen Z consumers prefer to buy from socially responsible companies. This means businesses can’t remain silent on social issues anymore.
Gen Z cares about social justice and wants the companies they purchase from to do so too – to promote inclusivity, be environmentally friendly, to support communities when needed. In the US, 45% of Gen Zers reported to have boycotted a company because of their stance on social or political issues.
This makes it even more important to ensure your values are clearly established, and to communicate them effectively, making your business operations align with those values. Remember that Gen Z doesn’t fall for tricks easily. They are getting increasingly better at telling which companies are really value-driven and which ones are only pretending so they can appease them. Businesses have to take the time to reflect on what they care about and how they can operationalize its values, while showcasing this to the public.
The influence of Influencers
Many of the tips we mentioned above are about creating trust with your customer base. Gen Z wants to know it can trust your company and its messaging. When it comes to social media marketing, who does Gen Z trust? Influencers.
Gen Z is the cohort that places most trust on influencers when making shopping decisions. Finding the right influencers that align with your values and truly believe in your product is a huge win. It doesn’t have to be Kim Kardashian, Addison Rae, or some of the mega-famous social media celebrities.
Micro-influencers actually have a lot of trust from their base following. You can tap into those niches, collaborating with the right influencers to promote your products in unique ways and be seen and trusted by their audience.
Takeaway
There’s much to consider when it comes to marketing to Gen Z. You don’t have to do everything listed here and there are many other insights that can help you effectively market to them. But following what fits with your business and what aligns with your brand can help you get great results, tapping into this growing consumer base. New generations often set new trends that previous ones follow too, so adapting to Gen Z will eventually help you reach other customers too.
An effective way to target Gen Z with your digital ads is by partnering with an advertising agency like War Room Inc. Their team of experts works with dozens of ad platforms and know which channels are the most effective for different target audiences. They will help build custom campaigns and proactively manage and optimize your ads to ensure you get the best Return on Ad Spend and help you reach your business goals faster.