Marketers everywhere have spent years developing strategies and content to capture the attention of Millennials, whose ideals, desires, and buying habits have become familiar. Such in-depth knowledge is a win for the marketing community.
But a new challenge is on the horizon; actually, it's already here, in our proverbial house, raiding the fridge.
I am of course referencing Generation Z. Its members are part of the youngest generation on the planet, with the oldest of them barely scraping past age 20, but they hold an estimated $143 billion in spending power.
Brands have been attempting to reach Gen Z in a multitude of ways, but a connection is almost impossible without incredible content. Not easy, I know, but here are some tips to make engagement more likely.
Digital is king
This deceased horse has suffered enough physical punishment, but the dominance of Digital is a point worth driving home for a few reasons.
Gen Z is the first generation that does not know a world without interconnected devices.
Laptops, smartphones, and tablets are all devices that you won't find too far from their hands, allowing them to create bonds with people half a world away. Those connections with different people and cultures mean that diversity and inclusion are not just expectations but the default. Your content must therefore adhere to those standards. So avoid using words, slang, and imagery that are exclusionary. Word choice matters now more than ever.
Social media is a haven for Gen Z, but too many marketers get hung up on this fact. Having great social media content is a must, but there are too many brands and companies that are trying (and failing) to be authentic on social. Those efforts turn the younger generation off from not only the offending brands but also from brands on social media in general.
So broaden your digital scope.
Did you know that 65% of Gen Z members prefer email for brand communications? An email marketing campaign directed at Gen Z could prove to be highly successful, especially if your content is personalized for recipients.
And speaking of personalization, is your website personalized to the user experience? Your website is valuable, and in 2019 and beyond it should be optimized for mobile as well as tailored to each visitor segment—including Gen Z.
Video is key
If there is a royal mantle higher than a king's, video would wear it. Among all the digital content available, video has a very high consumption rate. Gen Z averages 68 videos per day on their favorite platforms, such as YouTube and Snapchat.
Video length can be as short and easily consumable as an Instagram story, or it can be a long-form video. The key is finding the authentic connection point between your brand and Gen Zers for video content.
Content marketers should take note of what types of videos engage Gen Z the best. Their days are filled with academic and social stressors, and they turn to video to decompress. In fact, Gen Zers surveyed by Ipsos and Google chose YouTube as their number-one way to cheer up and relax. Create video content that can help them unwind.