Is your brand looking to get the attention of GenZ? Today, social media is a critical component of marketing to youth consumers. As a digital generation, GenZ consumers spend the majority of their time on social media, and catching our attention is almost impossible without a presence there.
But does this mean your company should be on all social media platforms? Absolutely not!
Not all social media is alike when it comes to getting GenZ’s attention. If you're having a hard time connecting, you might be using the wrong social media platforms.
Fact: Ninety-seven percent of GenZ uses social media not only for social connections and entertainment, but also to find products.
Youth consumers don't shop the same way as older generations. For companies hoping to reach us, we want brands that build a relationship with us, not market to us. Brands that want to target GenZ need to rethink old-fashioned marketing efforts to mesh with how we view and buy our products. This is where social media comes in.
Unlike our parents and grandparents, we want visual content. While older generations are over posting on Facebook, GenZ looks for videos and visual content that entertains us.
Social media platforms like TikTok, Instagram, and YouTube get our attention because they offer us fun and creative visual content that informs us about the things we care about and keeps us connected. It also lets us see people we pay attention to using products that we might like. Instead of glossy marketing productions, we want to see people who look and think like us using products that make sense to who we really are.
TikTok has totally embraced authenticity and diversity in their content and has quickly become the place where we feel connected, understood, and entertained. Other social media have played with short-form video content, but TikTok has a more authentic feel, and its less-than-glossy style feels more real to us. When brands can harness the power of TikTok, it’s sure to be a powerful marketing resource.
Gen Z loves the visual aspect of Instagram storytelling. As they say, “A picture is worth a thousand words,” and visual storytelling is one way that Instagram offers branding that can’t be done with other social media platforms.
If you’re branding on Instagram, we’re looking for wildly creative curated photos with a cohesive message. Tell us your story in a way we can care.
YouTube is our version of old-school commercial programming. We go there for entertainment, information, connection, and tuning in to what people are doing around the world. With YouTube, we choose what kind of programming we watch based on what’s relevant in our own lives, not what the network TV decides is right for us.
YouTube understands how to target audiences, so we get more of what we like. Does your product have a story? A purpose? YouTube can help you tell it in a way that makes it more relevant to us.
Competition is fierce for our spending dollars. We’re the future of the economy but brands need to know how to find us and tell stories that appeal to us.
We don’t just buy products. We build relationships with brands. And social media gives us the platforms to do that. Brands that want our attention need to understand that to create the kind of content that will connect with us. This is where social media marketing is critical.
So how do you unlock GenZ’s spending habits? Hiring a company that’s run by GenZers for GenZers is a start. Who else knows what we’re looking for but us?
At Adolescent Content, we’re a Black and female-founded marketing and media company run by and designed for GenZ. When you have a team that knows the terrain leading your social media marketing, you get the campaigns that get the attention you’re looking for. Check us out and let us help you reach GenZ where we live.
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