What Generation Z Sees in Social Media Ads, and How to Get Their Attention?
Those born in the late 1990s and early 2000s are included in the “Gen Z” demographic. It’s clear that the moment of their birth has given rise to a generation whose outlook and habits are utterly unprecedented.
They are the first generation to come of age during the meteoric ascent of the internet and social media. Hence, digital nomads of Gen Z are characterised by their high levels of connectivity and knowledge.
Three out of ten members of Generation Z check their phones at least six times a day. That’s more than the percentage seen among Generation Xers (10%) and Millennials (22%).
There is a lot of untapped market potential in Gen Z due to the large amount of time they spend on their phones and the emergence of high velocity sales and mobile commerce. But, you must interact with them.
The purpose of this blog is to discuss strategies that advertisers may use to effectively communicate with this group on social media. Here’s how you reach and engage the Gen Z demographic.
Choose the Best Online Network
Nowadays, there are many more social media sites to choose from than there were a decade ago. The demographics of social media users are strongly influenced by the platforms’ birth years.
For instance, Facebook has become the de facto app of choice for older members of the Millennial and Baby Boomer generations. Members of Generation X and Millennials predominate on Twitter. People from both Millennial and Generation Z dominate Instagram.
You may find a sizable and engaged audience of millennials and Gen Zers on the more recent social media platforms like Snapchat and TikTok. This is an appealing aspect of recent social media innovations like Facebook Stories, Instagram Stories, and Reels.
Not enough research has been done to provide a rationale for this behaviour. But, industry experts agree that the transient and brief nature of information on mobile applications is a major selling point. Teens and twentysomethings have the option of posting brief video clips, which may be deleted after a certain period of time.
Hence, Snapchat and TikTok should be at the forefront of any social media marketing plan aimed towards Generation Z. As there is no purpose in making something nobody will ever see, it is important to ensure that your intended audience is aware of your existence.
Choosing the Appropriate Medium for Gen Z Content
When talking to members of Generation Z, multimedia is always the best bet. To begin, having grown up with the development of video technology, this group has a strong preference for visual media. Because of this, individuals are more likely to welcome an interactive experience, such as augmented reality (AR), in the furniture market.
The average attention span of a member of Generation Z is roughly 8 seconds, making them the generation with the lowest attention span overall. Since these readers like bite-sized chunks of information, you can forget about reaching them with wall-to-wall blocks of text.
The following traits indicate that only a specific category of material will resonate with Generation Z. A few examples are as follows:
- Live broadcasts of events
- Taking part in #challenges on social media
- YouTube contests of dance moves
- Insta-worthy augmented reality content from your favourite influencers
- Amusing images and memes
- Conversion of Accounts
Ensure that your visual material is getting the most attention possible at all times. If you keep the message short and sweet, you can really stretch your creative muscles. Your SaaS brand should always aim for simplicity, even when explaining advanced topics like the distinction between on-premise and cloud deployment.
Use Only Genuine Information
Younger people nowadays are turned off by unattainable beauty standards and retouched models. They value genuineness highly.
Real individuals in authentic situations are what viewers are interested in seeing. Young people of Generation Z are more likely to connect with and share your material if the lifestyle it portrays is realistic for them.
To that end, it’s recommended that you centre your social media efforts around content created by your target audience. Genuine material, such as quick Q&As with thought leaders and video reviews from satisfied consumers, will resonate with the millennial generation. Creating material in-house is another option. For instance, you might create a genuine BTS clip showcasing how your remote staff works effectively across time zones.
Using real people in your marketing will help people connect with your business. Generation Z viewers will be drawn in, and maybe viewers from other age groups as well.
It’s not enough for your brand’s content to be genuine. Furthermore, the online dialogues that the company encourages must be genuine. Because of this, companies now use social media customer service strategies, such as signing each post with the name of the individual on duty.
Promote a way of life with your content
Traditional, pushy sales techniques are rapidly losing popularity with the general public. The failure of these strategies is obvious to today’s youth. This group is savvy to the ways of the web and is less likely to be duped by slick advertising campaigns.
In the past several years, the most effective social media marketing strategies have centred on highlighting the merits of your product. Many members of Generation Z will tune out this kind of threatening communication. Your social media efforts would be better served by emphasising the positive ways in which the product would improve the customer’s life.
In order to effectively communicate with your target audience on social media, you need to incorporate video marketing into your approach. The product or tool itself should be presented as the solution, with the benefits it provides to the user highlighted.
Let’s pretend your company provides high-speed Internet service. A social media post on the benefits of a fast internet connection for the workplace might be a lifestyle message for members of Generation Z.