Social Butterflies: Fuel Your Gen Z Marketing
Say hello to your next target audience: Generation Z—new kids on the block who are coming into their own and influencing the bottom lines of countless businesses. This is a group that can no longer be ignored. Born between 1995 and 2010, this 65-million-strong generation already has access to about $43 billion annually and influences another $150 billion in family spending.
Cell phones in hand, they are constantly connected to the world around them. This around-the-clock connectivity has created the most digitally savvy and socially aware generation in history. The naïveté generally associated with tweens is not found in Gen Z, as they observe current events and the plights of people around the globe. You can bet that with this understanding of the world, they're keeping tabs on your brand's social responsiveness as well.
If you haven't been paying attention to them, now's the time to start. Here's what you need to know on how to best connect with Generation Z:
Focus on Authenticity
Gen Z views brands as extensions of their friend groups and wants them to behave as such, not as corporations seeking their money. They're connecting with brands that speak with a human voice. Why expect anything else from the first generation fully raised on social media? Save the polished brand image for their parents and strive to provide authentic human connections to these digital natives.
Share Your Spotlight
Members of Gen Z are constantly questing for their 15 minutes of fame; so much so that shining a spotlight on them can mean more than a cash prize. A brand looking to build engagement with Gen Z needs only offer a glimmer of social media fame. The good news is it's easy to make them feel like rock stars. Engage with them on their turf—try sharing their photos, favoriting, retweeting and commenting on their posts and they will definitely pay attention to you. Remember—you're friends now.