Social Media Marketing and Gen Z: A Guide to Targeting the New Demographic

  • AS Team
  • Jan 23, 2023
Social Media Marketing and Gen Z: A Guide to Targeting the New Demographic title banner

Companies across the board need to focus on targeting and catering to Gen Z in their social media marketing strategy. A few years ago, this demographic may have largely consisted of teenagers, but they now make up over 12 percent of the workforce. What's more, by 2030 their combined income will be over $33 trillion, surpassing that of the Millennials. 


Despite it being important to tailor social media marketing strategies to Gen Z, many companies find this difficult to do. This is typically because they have a hard time understanding this generation and how to appeal to them. To ensure that you get the job done right, here are the main guidelines to follow: 


Know Which Platforms to Target 


It can be easy to spread your marketing resources thin when trying to attract an audience on social media. To avoid this, it is important to understand where Gen Z spends most of their time. This will allow you to assign your resources according to where they will be most useful. 


Currently, TikTok takes the top spot among this demographic. Not only does the app boast over a billion users, most of these users are Gen Z and younger. To add to this, 40 percent of Gen Z admit that they are directly influenced to make purchases based on what they see on TikTok. 


Up next is Instagram. While it used to be the go-to app for this generation, TikTok has been creeping in. This hasn’t made Instagram any less popular, though. It is estimated that the average user spends around half an hour on the app each day. 


Last but not least, you have Snapchat. Now, Snapchat may not have made waves in the same way that TikTok did but there was still growth on the app. One of the main advantages of being present on Snapchat is that it helps companies learn the latest trends that Gen Z are into. 


Learn the Secrets of Social Media Apps 


You can find page after page of how the algorithm for TikTok, Snapchat, and Instagram work. More often than not, these tutorials only scratch the surface of how apps decide which content to promote to certain audiences such as Gen Z. 


For instance, when it comes to the Snapchat score on the app, the Snapchat team is very closed off about how it works. Despite this, experienced users have estimated that the higher your score, the more visible your brand and marketing techniques. 

There are lots of little secrets and tricks like this. The best way to learn them is to set a few different campaigns in motion and then to track the stats on these to determine which ones perform best and why. 


Start Strong, Keep It Short


When it comes to videos on TikTok, Instagram, and Snapchat most users decide whether or not they want to keep watching within a second or so. This means that if you don’t appeal to your audience immediately, then they are going to scroll past. 


This is why it is important to get your hook in right away. Save the best for first and then get your message across. 


You should also remember to keep videos short. People have shorter attention spans and will ignore longer videos. It is best to create and edit your videos so that they are no longer than a few seconds long. This will serve you well in the long run. 


Engagement and Interaction is Key 


While creating fun and viral content will certainly work in your favor, you should be aware that Gen Z is just as excited about engagement. These days, brands can’t seem like faceless, nameless entities. Instead, it has to feel like there is an interaction taking place between the company and the customers. 


Due to this, you should set up social media marketing strategies around how Gen Z can engage with your posts and ads. This could include asking them to upload related content, take surveys, offer opinions, etc. This all builds a relationship with the demographic that you would like to reach out to. 


Focus on Authenticity


While previous generations may have gotten behind the smoke and mirrors way of the marketing world, this generation is against it. This is why your brand should focus on being as authentic as possible. For instance, showcase your employees as much as possible so that Gen Z see the people behind the brand. 


Also, don’t try to take on trends or fads that aren't related to your brand. It will seem like you are trying too hard to be relevant. Instead, wait for your time to come and jump on the wagon when it does. 


Create a Suitable Cause 


Gen Z is especially focused on the sustainability and social impact of businesses. Due to this, they are more likely to get behind brands that have a cause. 


Keep in mind that the cause should be related to your brand and it should be in line with your business morals. Start a social media marketing campaign around raising awareness about an issue or even tackling it head on. This allows Gen Z to get on board with your brand without being overwhelmed by a traditional marketing formula. 


Create a Connection Between the Marketing Strategy and Customer Action 


Unlike previous generations, Gen Z trusts social media for everything – news, reviews, and even shopping. This means that Gen Z isn't just your social media page to learn about your company and what you are selling. No, they are also actively shopping at the same time. 


This is why you need to make various – if not all – of the items or services shoppable on your various pages. Then, your users will not have time to change their mind and you will be able to make quite a lot of money off of impulsive purchases. 


These are the main guidelines to consider when creating a social media marketing strategy that is tailored for Gen Z. As long as you keep these concepts in mind, you will be able to get in at the ground level with this demographic and build a relationship that is likely to be fruitful for years to come.

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