In recent years, marketers have put a strong focus on reaching millennials, or individuals roughly age 20-35. However, Gen Z is on the horizon. Who is Gen Z? The youngest are still in elementary school, while the oldest members are entering college and the workforce. Given that there’s only about a 15-year difference between the oldest millennials and the older Gen Z-ers, are millennials and Gen Z really that different, especially when it comes to social media? Surprisingly, yes. And while they might not be heavy consumers quite yet, it’s important to understand their habits now in order to reach them in the future.
Five Screens vs. Two
You might think Gen Z is always on the phone, and you’d be right. Unlike millennials, who were in their teens before social media really took off and tend to stick to two or three screens, Gen Z has never known a time without instant access to TV, social media, and the Internet — all at the same time. As a result, members of Gen Z are multitaskers, often using multiple screens to simultaneously watch the latest episode of their favorite show, text their friends, and browse the Internet. The more platforms marketers can utilize, the more chance they have to build a relationship with these young consumers.
Images vs. Text
There’s a reason platforms like YouTube, Snapchat, and Instagram are so popular among younger crowds. For the generation that’s grown up communicating with emojis, gifs, and pictures, text is a thing of the past. Rather than sit and read a paragraph of text, Gen Z likes short, snackable content. In addition to their affinity toward images, Gen Z also has a shortened attention span when it comes to reading content. Keeping content to the point using snappy headlines and interesting graphics can help marketers stay relevant with Gen Z-ers.
Cause Marketing
Move aside, selfish millennials, Gen Z members are activists and want to make a difference in the world. Over three-quarters of Gen Z members are concerned about humanity’s impact on the world, and about 60 percent want their future jobs to have an impact, according to a study by Sparks & Honey. Brands that can understand Gen Z’s desire to make a difference can earn trust that much easier. Fuze Marketing notes brands that succeed at connecting with Gen Z include Ben & Jerry’s, who tackle a wide range of social issues, and the NFL with their “A Crucial Catch” campaign.
Creating vs. Sharing
Millennials love to share on social networks — posting photo albums to Facebook or retweeting cat videos. Gen Z on the other hand would rather create content, live-stream, or edit photos to perfection. This spans farther than just social media, as many Gen Z-ers have an entrepreneurial spirit and hope to one day own their own business. Marketers can tap into this mindset and create content that sparks interest and drives curiosity.
Hurrdat is a Lincoln, Nebraska, digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Nebraska, in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 80 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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