Gen Z is the most diverse age group in the United States, Europe and other countries throughout the world, in terms of ethnicity, racial background, gender identity, and neurological diversity.
If Gen Z could get anything across to marketers, it would be not to treat them as a monolith.
As such, a single marketing strategy will not work, so you will need to personalize content to reach them effectively.
The importance of personalization
Like all teens and young adults that came before them, Gen Z demands that brands adapt to their tastes and beliefs. However, unlike their older counterparts, Gen Z is more motivated by brands making a genuine effort to reach them instead of mere buzz marketing.
All surface-level marketing initiatives will fail, and the social repercussions of it may be high.
Fallout by poorly planned posts can impact a company’s social presence, cut sales, and lower brand trust, resulting in a brand being isolated from the largest global generation and the soon-to-be second largest US demographic.
Gen Z gets a seat at the table
In a sort of way, Gen Z is an enigma.
As a group, they can most easily be described as a collective of individuals. They are active on social media, obsessed with activism, and are thrifty. Yet, despite all their similarities, they strive to distinguish themselves from their peers.
The sooner marketers understand that Gen Z does not want to be treated as a demographic, the better. The best marketing campaigns targeted to them do not directly sell a product but a vision.
If you are overtly trying to sell something, get to the point.
If you haven’t already gotten to the point, you have lost Gen Z’s attention. You only have about 8 seconds to keep their attention, so you better make it count.
Quality, Quality, Quality
Gen Z appreciates quality over quantity with goods, just as they do with conversations. Social media has warped many people’s minds, especially Gen Z, who uses social media the most, through onslaughts of complex imagery causing sensory overload and desensitization, and dopamine surges and withdrawal.
Because of Gen Z’s constant digital stream of information, along with their ability to multitask, they can quickly discern the purpose of things to determine the quality of products and people.
This is likely why 66% of Gen Z values brands that sell high-quality products. So, when creating content marketing, try to avoid filling your content with fluff because Gen Z will immediately click away.
Be visually appealing
It is no secret that Gen Z appreciates and expects visually appealing content. Seeing that they have been exposed to HD games, smartphones, and portable computers from an early age, who can blame them?
Not to mention, Gen Z is a notably creative group that is able to synthesize and create new styles due to advanced digital technology and an increasingly globalized internet.
While you may not immediately associate visual design with personalization, the two go hand-in-hand. Visual imagery can channel people’s beliefs through representation and can therefore galvanize young people into following your brand.
Similarly, by using color theory, marketers can convey emotion to people. By mastering the lower thirds concept for video content, Gen Z can be more drawn to your videos and less likely to click away.
Many MarTech tools in the eCommerce and website development realm are specially designed to create a personalized experience for their users.
These tools can be integrated into your marketing strategy to build user profiles and gauge user experiences to optimize your website structure and online presence to fit the desires of your customer base more effectively.
Save time and money when producing high-quality bespoke content for Gen Zers. ContentGrow helps marketing teams work with perfectly matched content creators at preferred rates. Sign up to get your campaign started or book a quick call with our team to learn more.