Social Butterflies: Fuel Your Gen Z Marketing
Some brands have taken it one step further, designing sweepstakes where the lucky winners actually get to participate in marketing campaigns. You can bet that when fame is on the line, engagement increases.
Find the Best Channels
With cell phone, tablet and laptop in hand, these teens and tweens are on the hunt for constant connectivity. They are drawn to social outlets that showcase photography and video. YouTube, Instagram, SnapChat and Vine currently reign supreme with Gen Z, providing creative outlets and access to almost instantaneous peer affirmation. This generation is so intertwined with social media that it simply IS the Internet to them. They expect brands to be available throughout the entire Internet experience, and for companies to stay up to date with emerging platforms.
Choose a Social Ambassador
Don't look to Hollywood when selecting ambassadors for your brand. Gen Z has redefined the title of celebrity, valuing the opinions of their peers over faces from the big screen. For this generation, taking advice from a trusted online personality is the equivalent of getting it from the most popular kid in school.
Scour networks like YouTube for influencers who fit well with your brand, and have a following that you would like to reach. Recruit them as ambassadors to push your product in their native environment. Using paid influencers for third party endorsement is an effective way to target specific audiences for your brand, and can really move the needle by influencing Gen Z's shopping decisions—without having to foot the bill for Taylor Swift to wear your shoes.
Flex Their Creative Muscles
Originating from their affinity to create their own trends as opposed to following others, Gen Z-ers crave outlets for self-expression. Provide them with a chance to showcase their creativity to gain peer validation, and you'll surely catch their eye. Start by building out your marketing strategies with experiences that Gen Z can customize and make their own. They are much more likely to share a brand experience if they have something unique that they are proud of to show for it. Allow them to do so, and you'll be building true brand ambassadors.