How To Market To Gen Z The Right Way

By TechDogs Editorial Team

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Overview

Are you a fan of music? Which music streaming app do you use personally? While Spotify has been a favorite for the longest time, there is one campaign by Spotify that everyone eagerly anticipates every year – Spotify Wrapped.

For those who don’t know, Spotify Wrapped is a vibrant data analysis that peppers Instagram feeds every December. It started way back in 2016 and has become popular among Gen Z in recent times. Why? Well, because Gen Z loves to share their musical tastes with the world and Instagram (Insta as the cool Genz kids say!) is their medium.

It’s not just Spotify; other brands have also created creative campaigns that resonate particularly with Gen Z. Why specifically Gen Z, you ask? Well, there are around two billion of them worldwide, making up a quarter of the world’s population.

So, if you are also wondering how to market to these cool cats, dive in as we discuss some proven strategies that you can use to market to Genz the right way. Scroll on!

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If that’s your lingo, welcome to TechDogs, fellow Gen Zs!

Marketing is always buzzing when it comes to new branding and promotion strategies. It is exciting to see viral campaigns that help so many products and services stand out in the market. Yet, here's the deal: targeting Gen Zs requires a different approach. Unlike millennials, Gen Zs view the world through a unique lens and have distinct priorities. You can’t follow the same tactics and strategies you use for your other target audience for Gen Z!

Don’t worry – we have got you covered and by the end of the article, you will know exactly how to market Gen Zs.

Before we dive into the tricks, let’s understand how marketing to Gen Zs is different.

Why Marketing To Gen Z Is Different

Before we understand what differentiates Gen Z as an audience segment, let’s understand what matters the most to each generation.

For example, people born between 1960 and 1979 focused on buying products that improved their status. Later, for millennials (born 1980-94), it was all about having an authentic customer experience. So, what matters to Gen Zs?

The truth and the whole truth!

You see, unlike previous generations, Gen Zs are true digital natives. Their earliest memories involve web-based games, MySpace and watching viral cat videos on early social media sites.

Plus, they are very aware of when they’re being sold to. They’ve seen so many ads and celebrity endorsements that they often tune them out. To grab their attention, brands need to be creative and break away from the usual tactics. Otherwise, their campaigns might not make an impact and could turn out to be a waste of time and money.

So, how should you market to Gen Zs among all the hyper-awareness and saturated social media landscape? Let’s learn!

How To Market To Gen Z The Right Way?

Here are the strategies you can opt for that will effectively capture Gen Z’s attention and resonate with their values as well. This will help you focus on creating campaigns with authenticity and transparency, ensuring high engagement and a brand-connect with Gen Z.

Strategy 1: Speak Their Language

Communication is key. Using language that Gen Z can understand and relate to is essential. If you’re not well-versed, it’s best to learn it. Follow Gen Z creators, watch their content and pay attention to their vocabulary, acronyms and jokes. Then, slay away, king/queen!

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Don’t try too hard, though. There’s nothing less cool than trying too hard. Don’t force the language or overdo it – it sounds inauthentic and cringe. Aim to be the cool aunt, not the strict, disciplined parent. You know what can be an ideal solution? Hire a Gen Z team for your social media marketing already!

Strategy 2: Build Trust

Another strategy that can never go wrong is collaborating with the people they trust—social media influencers. Gen Z, especially those aged 15 to 21, are more likely to follow influencers compared to their older counterparts. According to a survey by Morning Consult, 24% of Gen Z women turn to influencers when it comes to learning about new products.

Think of it this way—when you do influencer marketing, their promotion of your product/services adds brand authenticity. This increases the likelihood of Gen Z purchasing since trusted sources promote it. This collaboration can help you bridge that trust gap and make your brand more relatable to Gen Z.

Strategy 3: Entertainment, Entertainment And Some More Entertainment

According to a report from Morning Consult, Gen Z follows social media influencers because “they produce content and information in a very entertaining way” and “they provide interesting content in a more personal setting.” Boring content gets you nowhere with this generation, as Gen Z values humor and engagement.

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Gen Z has a sharp, smart and often dark sense of humor. For example, after a bizarre rumor spread that Lea Michele (an American singer and actress) couldn’t read, she responded with a humorous TikTok, which garnered 14.3 million views and positive comments. It was a genius move that resonated well with Gen Z. We bet you have some similar ideas too!

Strategy 4: Align With Their Values

Gen Z grew up exposed to issues such as the climate crisis and racial injustice. They care deeply about the quality of life, social experience and equity. Companies that genuinely live these values will resonate most with Gen Z. If you can’t walk the walk, Gen Z will walk the other way.

To connect authentically, ensure your brand embodies these values with your operations and messaging. By supporting social causes, being transparent about your practices and engaging in meaningful conversation, you can display a genuine commitment to these princes and build trust and loyalty with this socially conscious generation.

Strategy 5: Encourage Participation

Nothing new, right? Yet, to market your brand to Gen Z, ensure genuine, real and fun interactions. Ask if they’re willing to be interviewed on camera or if you can share their tweets or comments (both good and bad) about your product.

You know what else? Get your best Gen Z employees to record videos about your offerings in their lingo, a tactic that has been adopted by most large brands. Authenticity matters most here, so be real. Share your content, interact with comments and respond to the funny ones. This transparency will create genuine bonds with Gen Z consumers.

Strategy 6: Emphasize Visual Content

The top three social media platforms among Gen Z are YouTube, TikTok and Instagram. What do these platforms have in common? They emphasize visuals!

Gen Z consumers want short, snappy videos and eye-catching graphics. If you try to attract them with large blocks of text, they’re likely to scroll past. To engage this audience effectively, create dynamic videos, striking images and engaging infographics (like this one – click here) that capture their attention quickly.

By focusing on visually appealing content, you can communicate your message more effectively and keep Gen Z engaged.

Strategy 7: Have Fun

Most importantly, keep your marketing campaigns fun. While Gen Z is aware of socioeconomic and environmental challenges, they also look for an escape that fun content provides on social platforms. Don’t shy away from creating content that is adventurous and fun-spirited!

Show that you know what you are trying to do by exposing your brand’s humble yet funny side. Acknowledge when you make a mistake and celebrate your victories. As we discussed before, nothing resonates more than honesty with this generation.

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Final Thoughts

Marketing to Gen Z means understanding what makes them tick. Speak their language, build trust, use eye-catching visuals and get them involved. Make sure your brand stands for something real and important to them and keep things fun and adventurous. We're sure by following these strategies to engage Gen Z, you can build lasting relationships and become a household name for your Gen Z customers!

Dear Gen Zs,

We hope this is what you want from the brands. If there’s anything we missed, please tell us in the comments – or just drop your favorite meme. You do you, Gen Z!

With Love,

Team TechDogs

Frequently Asked Questions

Why Are Gen Z Considered A Unique Audience For Marketers?

Gen Z is considered unique because they are the first generation to grow up entirely in the digital age. They are highly connected through social media and are adept at filtering out traditional advertising. Their preferences for authenticity and real connections with brands set them apart from previous generations. To engage them effectively, marketers need to be innovative and align with their values and digital habits.

What Makes Marketing To Gen Z Different From Other Generations?

Marketing to Gen Z is different because they are true digital natives. Their earliest memories are tied to web games and viral content and they spend over four hours daily on social media. They are highly aware of when they’re being marketed to, making it essential for brands to be creative and authentic. Gen Z seeks truth and values transparency, requiring unique marketing approaches.

Why Is Visual Content Important When Marketing To Gen Z?

Visual content is crucial for marketing to Gen Z because they favor platforms like YouTube, TikTok and Instagram, which emphasize visuals. Gen Z prefers short, engaging videos and eye-catching graphics over large blocks of text. To capture their attention, brands need to invest in high-quality visuals and create content that quickly communicates the essentials, keeping Gen Z engaged and interested.

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Tags:

Marketing To Gen Zs Gen Z Millennials Marketing Campaign Social Media Spotify Instagram TikTok Meme Marketing

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How To Market To Gen Z The Right Way

Why Marketing To Gen Z Is Different

How To Market To Gen Z The Right Way?

Strategy 1: Speak Their Language

Strategy 2: Build Trust

Strategy 3: Entertainment, Entertainment And Some More Entertainment

Strategy 4: Align With Their Values

Strategy 5: Encourage Participation

Strategy 6: Emphasize Visual Content

Strategy 7: Have Fun

Final Thoughts

Frequently Asked Questions

Why Are Gen Z Considered A Unique Audience For Marketers?

What Makes Marketing To Gen Z Different From Other Generations?

Why Is Visual Content Important When Marketing To Gen Z?

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