Marketing tactics for Gen Z

Marketing tactics for Gen Z


Generational labels are useful terms for marketers, and tend to trickle down into common usage. Irrespective of the term used to label an age group, the goal of marketers is to reach people with messages that are relevant to their phase of life. GenZ has grown up in a hyper-connected world, and the smartphone is their preferred method of communication. They are also the most passionate when it comes to picking brands that align with their values. GenZ boycotts businesses and enjoys buying products that display their social and political beliefs. Given below are strategies that will help tap into their audience and create content they’ll engage with.

1) The business has to be purposeful –

GenZ is geared towards fixing, changing, and creating new solutions and opportunities in hopes of making a difference, and of finding a better way to do things. They care about the world, as 55% of them choose brands that are eco-friendly and socially responsible. For instance, a great coffee business can do many things to make it operate more fairly. A purposeful business sees the sale of products and services as a vehicle for positive change. These businesses pursue a mission to make a difference and to change lives. GenZ likes to align itself with businesses that are purposeful.

2) Be transparent –

Telling it like it is and being open and authentic are important. Transparency is all about earning trust from customers. A transparent brand addresses questions and treats customers like people rather than business transactions. Transparency means going above and beyond. It is important to empower GenZ customers with as much knowledge as possible about what a business has to offer. This knowledge will help them make an informed purchasing decision and avoid dissatisfaction later. For instance, if a fine dining restaurant must charge higher prices than its competitors, they can be transparent about why that is and where the extra money goes.

3) Focus on video –

The attention span of GenZ is eight seconds. Their shorter attention spans and desire for constant stimulation make them dislike non-skippable ads and pop-ups, and makes them avoid long-form content. It is essential to produce short, fun, and engaging content for GenZ. If a business chooses to post longer content on YouTube, it has to ensure that it is interesting enough to keep GenZ interested beyond the initial eight seconds, which is no small feat. GenZ prefers videos that are user-generated. Many of these videos are by influencers like David Dobrik, Emma Chamberlain and Addison Rae. GenZtypically sees influencers as more relatable and reachable than celebrities. Partnering with influencers to create video for this audience could prove to be very effective.

4) Use interactive video content –

Interactive content, which includes quizzes, assessments, games, and infographics, provide both authenticity and audience participation, which are essential for engaging GenZ. Interactive content leads to repeat visitors and improves messaging retention. Polls, for instance, not only help companies learn about customers, but also attract their (consumers’) attention. For instance, 96% of Buzzfeed’s quizzes are actually completed. Starbucks’ annual holiday season game allows players to spin a virtual slot machine-style wheel for the chance to win Starbucks for life, and other goodies.

Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a lifelong New Yorker.

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