Are you ready for the next generation of consumers? With a direct spending of estimated $143 billion, Gen Z makes up 32% of the world. (For reference, Gen Z is the newest generation. They are currently between 4-24 years old) Technology & social media apps are changing on a daily basis. As a result, it is not hard to fall behind on the latest online trends which appeal to this generation.
If your social media strategy is not up to date, Gen Z customers will not only be lost to your competition in seconds â they’ll probably also take their millennial parents with them. Following are 5 outdated social media strategies you should avoid with Gen Z and what to do instead.
#1 Over promoting your product or service
Do 80% of your Social Media posts consist of content solely focussing on your product or service? If the answer is yes, your content strategy won’t appeal to Gen Z. More than 60% of Millennials (aged 25-37 years) & Gen Z consumers expect a brand to share user-generated content, before making any buying decisions. If you haven’t done so previously, try to include story telling, giveaways, community hashtags etc. in your content strategy. This will not only enhance user engagement, but also increase brand awareness, reach and sales.
#2 Choosing the wrong social media platforms
Facebook is the world’s most popular social media platform with 2.38 billion active monthly users. Nevertheless, it is no longer the only platform out there. Besides, you are more likely to reach Millennials than Gen Z. “So if Gen Z is not really active on Facebook, on which platforms do Gen Zers hang out then”? Gen Z’s most loved platforms are YouTube, Snap, Instagram & TikTok. However, before jumping into content creation and building your digital strategy on those platforms, it is recommended to first study audience behaviours and type of content shared. I always recommend creating a social media profile on each platform for yourself first and share your own, personal content for a couple of weeks. This helps to get a better understanding of app functionality & type of users.
#3 Ignoring the Gen Z mindset
If you want to resonate with younger audiences, make sure to include people of different cultures and backgrounds in your marketing strategy. Gen Zers are the most diverse and multicultural generation that has ever existed. Do your website, social media content, communication strategy and ad creatives include people of different origins and culture? If not, you should definitely revise your content strategy and core values to reflect a more global, multinational approach.
#4 Ignoring Social Media Influencers
Influencer marketing has become extremely popular amongst younger demographics. Generation Z prefers Social Media Influencers even more than Millennials do. According to a recent report by Google, 70% of teen YouTube subscribers see their favourite YouTube influencers as more relatable than traditional celebrities. Failing to put a social media influencer strategy in place can lead to a loss of sales and market presence. When choosing your social channels it is thus recommended to in depth study your target audience. Additionally, closely monitor your insights to determine which channels are most profitable.
#5 Missing out on authenticity
Authenticity has become a huge focal point in the world of social media. Millennial consumers were the first generation to express their preference for authentic content. Gen Z doesn’t want anything that’s not real neither. Whether it comes to polished ads, digitally altered fake models or fake celebrities, Gen Z has made it clear that they care about content they can relate to. To appeal to younger generations, focus on making your marketing campaigns as relatable and lifelike as possible. Additionally, do not hesitate to give your audience some ‘behind the scene’ insights of what is happening with your brand and employees.
Which digital strategies have worked best for you so far? What’s your experience with outdated social media strategies and what’s your recommendations to successfully engage with Gen Z?
Lindsett Consulting helps companies lead, engage and sell to the emerging generations. If you’d like help to solve generational challenges inside your organization, please feel free to contact us.