What’s a Gen Z?

You’ve heard the term bandied about, you’re wondering how you target this audience. You might have an idea, you might not know where to start. Here’s our ‘Gen Z’ 101;

Typically aged 18-25 ‘Curious, Creative, Ambitious

‘If it hasn’t been posted then it hasn’t happened’ (Pete Buckley – Connection Planner, Facebook) Every social platform has a different purpose to this audience and taps into their different personalities online. (intellectual, entrepreneurial, humerous, creative);

• Facebook – is their true sense of self (connecting with parents, close friends etc) – Community, groups, information/event focus
• Instagram – inspiration, Interests, Celebs, Influencer focus, humour (MEME culture)
• TIKTOK – humour and bitesized learning
• Snapchat – close friend comms and insider looks in to celebs / influencers lives
• YouTube – longer form video consumption
Common tones associated with this audience – positivity, inspirational, activism/time for change.

But don’t put them in a box or jump to conclusions “This industry’s Gen Z bias is rife, often generic and misleading” (Brett Booth, Urban Nerds)

Contrary to popular opinion, only 3% say they never drink (compared to 21% in the control), 31% went to a live music event at least once a week (compared to 17% of the control) and 26% consider family as one of the most important things in their life (compared to 72% of the control) – Boiler Room

“Common tones associated with this audience are positivity, inspiration, activism, time for change.”

What are they really ‘influenced by?’

They are less likely to follow ‘influencers’ because of numbers, more about their cultural impact: Reach + Accessibility + Authority = influence.

Brands which tap into niche communities/collectives to bring them to the mainstream.

Greater access to these niches via social media means more opportunities for brands.

Youths in these positions to collaborate prefer to be creative partners with a brand rather than a media channel (creating rather than distributing pre-made assets). How?;

Branded content, collabs, community rewards.

Social change, sustainability, diversity, equality

What should we do to engage with this audience?

Highly focused on ‘social purpose’: “I like them (brand) because they do charity work and work in the community” “We want to know if you (brand) have political leniency, if you are helping or worsening the environment” (@yvshells at Facebook’s ‘Meet the Future’ event)

“Good is the new cool” This age group calls BS on brands trying to jump on the sustainability trend as a business strategy without authentically engaging, e.g. Proctor and Gamble are getting rid of plastic ‘to connect with Gen Zs’, not because it’s good for the planet. A good example of authenticity in this area is Adidas who have just launched a trade off-app – (Katy Woodrow-Hill, Strategy Partner, Livity)

“Show and prove, not just say they are diverse”. Gen Z are hyper aware of diversity (gender, sexual preference, ethnicity) (Katy Woodrow-Hill, Strategy Partner, Livity)

Inspire creativity and educate; “I think it’s important to teach the next generation a variety of skills to keep up with the weird and changing world” (Jen – Digital Fairy)

Brands have the opportunity to educate Gen Z. Give them means to interact with your brand without the push to sell. Provide practical skills, tips and videos they can use to learn what they want. Make your brand the go-to resource and the voice of authority on particular topics. If you help this audience, there is a potential to build trust with a demographic that is both huge and influential but also critical and hard to persuade.

Content and Community Marketing

Magpies V magnets;
Magpies are the active consumers who are on the lookout for product drops – eg message out saying ‘in 15 mins we are going to drop a product and make it available on IG only’. (Adidas + Donald Glover)

Magnets are reactive consumers who are waiting to be served products, for example on FB carousel ads based on past behaviour and interests, driving to website (very few are active in looking for/at websites).

Content types to curate when planning a campaign;

On The Go – short form ‘elevator pitch’ focused content, catching audience when they are walking and scrolling etc

Lean Forward – will watch full video, may interact (polls etc) eg when waiting for kettle to boil

Lean Back – more in depth content, IGTV, when lying in bed and in an ‘instagram / YouTube hole’ for example.

CASE STUDIES

Nike 

What? With the objective of launching a campaign to acquire more young people using their training app, they ran with an – ‘influencers at heart strategy’ on Instagram by utilising products

• Ran an IG live with a different influencer trainer every day
• Then rolled out targeted posts, promoted posts, and GIPHY packs
• IG polls, stickers, and lives.

Collusion by ASOS 

What? 18-25 year old targeted brand on ASOS 

• ASOS and Uncommon Creative Studio have co-created a clothing brand for a new generation that aims to be more inclusive than other fashion labels.
• Used 6 influencers to create a clothing line on ASOS (to rival other under 25 clothing sites, boohoo.com etc)
• Documented 100 people turning 18 and asked what it meant to them for their launch trailer
  Launch event ran by Starworks Group with DJs Benji B, Emerald.

Want to chat more about innovative and creative ways for your brand to target this audience? Book in for a ‘Digital Tea’ here  or email us