Gen Z might be intimidating, but we’re growing our purchase power everyday and forming our purchase habits now. Gen Z is a crucial demographic that shouldn’t be overlooked. Sure we might be obsessed with Brat summer and make up a new aesthetic every other day, but most of the time, the “new” Gen Z trends that pop up are typically the same things repackaged. Underconsumption core is trending right now. But last month it was called “deinfluencing.” If you didn’t know, Gen Z is super into sustainability and this trend taps into the desire to stop buying so many things that brands are promoting.
Do not panic about Gen Z wanting to consume less. You can still get them hooked on your offer by appealing to some of their other values like visual based marketing, authenticity, originality, and community.
So Gen Z likes visuals.
Guess what? You’ve got Instagram and TikTok at your fingertips. Prepare high quality videos and photos that showcase your product solving their issues and in action.
Think about what message you want to share and to whom. Then figure out where to post it.
You have to do the research to find out WHERE your audience is engaging. Generally speaking, most Gen Z women are on TikTok. So for a lifestyle consumer brand, investing in the community and quality content on that platform would make the most sense.
For lifestyle brands, TikTok is the ideal platform for marketing towards women 18-34. However, this isn’t a one-size fits all approach, and every brand should do their research before investing in one particular platform.
The key is to foster community.
Don’t be afraid to show off your personality and sense of humor. People want to see themselves in a brand. Make them envision what their life would be like with your brand in it. Talk to them in the comments to see what they like and don’t like about your offers. Connect with them and build that parasocial relationship.
Authentic and original content is your bestie.
If you don’t know or understand certain slang or humor, don’t use it. You don’t need to pretend to be something you’re not in order to appeal to people. Really dig deep about who you want to buy your offer. People who get you will make an investment in your offer. Forget the others who don’t understand. You want to capture the attention and nurture the leads who are actually going to buy from you.
You can make some slayful changes to your content style. In the name of authenticity, of course. That could mean adding a more personal touch to your captions or posting more behind the scenes content to your stories. Or you can go big and change your photography style.
Ultimately, Gen Z is gaining more purchase power the older they get.
They’re a demographic you don’t want to forget or let slip under your radar. You can engage and connect with them while they’re still building their purchase habits. Remember to stay true to your brand and do the research on your audience before addressing your content strategy. I recommend taking a deep dive into your current customer profiles and seeing who they are, what they value, and where they are engaging most.
How do you feel about marketing to Gen Z?
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