Gen Z is literally taking over the world #JK, but there are a lot of them, and as marketers, it’s important for us to understand where they spend the most of their digital time and what type of content they like to see. Ultimately we want to create content that they will engage with and enjoy.
Before we dive into the specific platforms that Gen Z’s use we’ve put together some important points that will help you understand who Gen Z’s are, what they gravitate towards, and why this generation shouldn’t be overlooked by marketers.
What Does Gen Z Mean?
- Born between 1995-2009 and are currently aged 13-22
- First-ever mobile-first generation
- They are changing the social media landscape
- Grew up in an era of progress (marriage equality, body positivity, first black president, climate change activism, etc.)
- Gen Z is now the largest generation, making up more than 90 million people.
- They have a massive $150 billion spending power right now. (Adshark Marketing)
- They value individual identities and reject stereotypes
- They fuel the growth of personalised products and personal brands
- They thrive on videos that boost self confidence
- To get Gen Z’s attention, businesses must have a social activist component to them. It’s also important to note that because this generation has grown up with social media, they see through the bullshit easily. Therefore, they largely engage with authentic and transparent businesses.
- They heavily use emojis
- They are more into images than long texts
- They LOVE 90’s & 2000’s aesthetic
- To be appealing to the Gen Z’s your content needs to be funny and entertaining
Which Platforms Do Gen Z’s Use?
Alrighty, now that you know a little bit more about who Gen Z is and what they’re into, we’re going to dive a little deeper into the types of social media platforms they love.
Gen Z’s use multiple platforms in different ways, so it’s important as marketers to adjust our content strategy accordingly to reach this group appropriately on the different platforms they are most active on and to understand how they use them.
As a group they are less focused on super-high quality, hi-production content as we’ve seen with the Millennial generation. The Gen Z’s care more about expressing their creativity in real-time with their phone camera being their most used tool to create the content.
- Gen Z’s prefer Instagram over Facebook to discover new accounts and shop online
- Since Instagram has added the Instagram Shops feature this has further enhanced their shopping experience and made it super easy for them to shop what they see immediately
- They are actively using the ‘Save’ feature for items they’d like to purchase, quotes they like, fashion styling ideas, cooking tutorials, etc.
- They use it as their primary channel for discovery, almost like a Google search
- It’s another platform to express their creativity
- Videos that are both short and long are great for getting discovered by this generation
- 65% of Gen Z’s check Instagram on a daily basis (Hubspot)
- Gen Z’s are all about community and making online friends just as easily or easier than in-person friends. This have been heightened due to the pandemic
- They watch tutorials, and create their own videos to express their creativity all surrounding their interests and connecting with other people with similar interests
- 62% of Gen Z’s check Youtube on a daily basis (Hubspot)
- Over 60% of TikTok Users are Gen Z (Forbes)
- Fastest growing social media platform ever
- Gen Z’s are all about creating and sharing entertaining videos
- Allows them to create and consume diverse content
- The algorithm delivers personalized videos based on what they interact with the most
- Raw, high-energy and deeply engaging content is celebrated
- It has higher engagement rates than any other social media platform
- 90% of user are Gen Z’s (Snapchat)
- The original Gen Z Platform, all about self expression
- The In app design tools helps them be creative without the worry of permanency as the videos and images they share disappear after 24hrs
- Used mostly to communicate with friends
- They DON’T use the platform to discover new products or services
- Marketers can create and manage ads on Snapchat which appear between stories, however influencer marketing would be more beneficial for business marketing on this platform
Final Tips When Marketing To Gen Z’s
Engage with them! Gen Z’s love when pages that are interesting to them engage with them. It fosters the element of community that they thrive on.
They love reviews and rely heavily on them to make purchasing decisions. They want to see how others are using the product or service with photo and video examples.
Gen Z has an attention span of 8 seconds, compared to 12 seconds for Millennials (Forbes). They are very good and efficient at sorting through information that is irrelevant to them, so it’s important for marketers to see the importance of those 8 seconds when marketing to Gen Z, and capitalise on that time.
Ay Hesk Digital, we have a team of social media experts that can help you plan out and put into effect your social media strategy. Give us a call for a free consultation and we’ll be happy to learn more about you and your business and how we can help you reach your goals.