Marketing to Gen Z – 8 Marketing Strategies to Connect with Generation Z

Each generation comes with unique characteristics and quirks that present both challenges and opportunities to marketers. While millennials have held the lion’s share of business attention in recent years, Gen Z is the new kid on the block – meaning that many businesses are striving to improve their Gen Z marketing game. 

Gen Z-ers are tech-savvy, easily bored, and notoriously difficult to market to – which is why digital marketers are continually adapting their marketing strategies to engage the Gen Z crowd. 

Want to know how to catch Gen Z’s eye? From keeping up with trends to adapting to new technologies, here’s how to tailor your marketing to Generation Z. 

Generation Z covers anyone born from 1997 onwards. This demographic comprises up to 26% of the population, meaning that Generation Z consists of around 2 billion people worldwide. 

Gen Z grew up with mobiles and digital devices, so – unlike previous generations – they’ve never experienced a time before the internet. Their attention spans are smaller, and first impressions are crucial. At first glance, millennials and Gen Z might appear similar. However, if you dig deeper, there are some subtle yet noticeable differences and significant distinguishing factors for marketers.

Generation Z represents a new frontier for brand and consumer relationships where authenticity and relevance are critical for marketing performance. The new generation are lifelong digital users for whom advertisement has been ever-present, making it easier for them to tune in but more challenging for your marketing to stand out. Their earliest memories will be linked to internet ephemera – like viral videos or cult web games – and today, most spend their free time on social media. Being perpetually online makes marketing to Gen Z very difficult to nail down – after all, it’s hard to market to the marketing intolerant. 

The Gen Z crowd knows the content they consume is free, but they’re also aware of the advertising dollars that make it all possible. So, brands and businesses must break the mold and connect effectively with Gen Z audiences to put the right message forward; otherwise, their campaigns will likely fall flat.

The Gen Z audience is also racially and ethnically more diverse than other generations, and as of 2023, they’re taking over the market. Experts estimate that the Gen Z crowd represents around $143 billion in purchasing power, not including products and services paid for by their families. So, if you want a slice of that marketing pie, it’s time to tailor your marketing to Gen Z before it’s too late.  

Now that you understand the Gen Z crowd and their importance to your business, let’s dive into some marketing strategies to set you up for success. 

Gen Z craves authentic, direct, and transparent content offering an immediate solution to their needs. They appreciate genuine connection and aren’t fond of traditional advertising methods. To be successful with this audience, you should focus on creating authentic brand stories and avoid scripted content, as Gen Z prioritizes real-life experiences.

While many marketers often replicate a singular campaign across multiple channels, for Gen Z, it’s critical to create channel-specific content. Ensure you create content for Instagram, TikTok, or other relevant channels.

Gen Z has a penchant for video content which they can access via their smartphones. Posting video content on social media is the go-to way to spread a message, and Gen Z will resonate with it if done correctly. Create short-form videos for your business with engaging music, special effects, or fun challenges that users can copy and use for fun or entertainment, like filters, meme templates, etc. 

Gen Z is known to have a short attention span, so it’s crucial to create short, snackable content that leads with a hook. Gen Z is particularly fond of platforms like TikTok, Instagram, and Snapchat because they offer easily accessible short-form content, so see what’s trending on those apps and adapt it to your brand.

Gen Z is a mobile-oriented generation that accesses the internet directly through their smartphones. It’s crucial to optimize your content for mobile use and ensure it’s responsive across all screen sizes. You should also optimize your online store for a seamless checkout experience, particularly via mobile devices. In simple terms, mobile apps, social media sites, and mobile-responsive sites are vital for getting in with the Gen Z crowd.

Influencer marketing is a great way to build your brand – for Gen Z or millennials. Partnering with the right individuals can help you reach and connect with your audience better. However, authenticity is also crucial for effective influencer marketing. Select influencers who align with your brand values and have genuine connections with their followers.

Creating visual and interactive content is a great way to engage with your Gen Z audience. Posting eye-catching visual content and interactive social media experiences can help you grab their attention, and remember to keep your content concise, engaging, and easily consumable. 

Gen Z is tech-savvy. They’re always trying out the latest apps, gadgets, or trends – which seem to move at the speed of light. They quickly adapt to new technologies and platforms, so it’s essential to keep up to date on the latest trends and find innovative ways to engage with them.

Do your best to adapt to new features, industry innovations, and growing market changes and experiment with new user experiences, encouraging Gen Z to explore and participate with your brand. 

Traditionally, many businesses haven’t invested in omnichannel marketing. However, as Gen Z is active on many digital platforms, you must be present across these channels. Ensure your content is unique to the specific channel and avoid repetition. The most common platforms used by the tech-savvy generation are Instagram, Snapchat, TikTok, Twitter, or emerging platforms that resonate with their interests. But using platforms like LinkedIn or Pinterest isn’t entirely alien to them, either, so make your brand visible across as many online channels as possible.

Gen Z are keen to protect their privacy. The generation is aware that what goes on the web will stay on the web. Most Gen Z-ers are comfortable sharing personal details such as their contact information and purchase history. However, if they think you are a reliable brand, they may be ready to give you information great for your surveys and understanding of customer demographics. Whenever you want to collect information from Gen Z, do this with transparency and ensure that you highlight your commitment to keeping their data safe and secure.

There’s no doubt that Gen Z is a unique generation with diverse preferences and characteristics. To connect with Gen Z, brands must conduct market research, constantly adapt to ever-changing technologies, and tailor their marketing strategies to appeal to this audience’s preferences, values, and tech-savvy nature. Good luck!

For more ideas on tailoring your marketing to Gen Z, check out our top TikTok Trends of the week.