Gen Z are people born between 1997 and 2012 and the first generation to grow up totally immersed in the internet and social media. This generation represents more than $44 billion in buying power, so it’s important to get your brand in tune with their wants and needs.
Members of Generation Z are unique among earlier generations and they expect a great deal more from the brands they follow. In the United States, it’s also the most ethnically and racially diverse generation to date and, as such, this audience expects brands to also cater to this diversity and be more inclusive. Gen Z looks for brands that are both relatable and cause-oriented, which means you need to have a carefully curated social media strategy to win them over.
1. Post consistently and often. Members of Gen Z are constantly present on social media, and you’ll benefit by posting relevant content at least once a day, preferably even more than that. If you can’t post more than once daily, try implementing the stories feature on platforms like Instagram and Snapchat. These are shorter posts that stay up for 24 hours. In addition, Instagram Reels and TikTok provide the type of short-form videos that Gen Z really connects with. Instagram and TikTok are the top choice of Gen Z for consuming content, so be sure to focus your content on these platforms.
2. Utilize influencers. Utilizing influencers, especially micro-influencers, can be a great way to connect with your target audience. Micro-influencers are those with anywhere from 10,000 to 50,000 followers, typically a niche audience. Influencers that align with your target audience’s values, interests and lifestyle can serve as ambassadors for your brand and highlight why your audience should support your company. Many influencers are from Gen Z themselves, which can help promote your company and products further, as your audience will see someone like them using it.
3. Directly connect with your audience. There are many ways to directly connect with your audience and that will create a trusting bond between you and your customers. Reposting user-generated content and customer testimonials on your social media platforms is seen as reliable and trustworthy, and it creates a positive impression on customers when they see a real person using and talking about your brand. Conducting polls, giveaways and surveys can help you connect with and reach a larger audience. Responding to comments and direct messages, especially when it concerns an issue a customer may have had with your brand or product, also creates positive, personal relationships that Gen Z wants to experience.
To measure your success, you can analyze social media analytics of specific demographics such as overall engagement, likes, comments and more. If you’re looking for additional help creating content for and connecting with Gen Z on social media, rAVe [CREATE] has proven success in social media marketing for the AV industry.