Marketing to Generation Z

13 Feb 2019

Marketing to Generation Z

A note to marketers. Please, just keep it real. Sincerely, Gen Z.

Allow me to introduce myself. I'm Rebekah, and I’m an SEO Specialist here at mtc. I’m currently 22 years old, and in the last year, I’ve somehow managed to graduate and bag my first graduate role. If you’re clued in, you'll realise that makes me part of Gen Z.

Generally, the mere mention of 'Generation - Z' is enough to make most marketers shudder. This needs to change - By 2020, millennials will account for 40% of all consumers. This is the time for you to make a conscious effort to connect with and engage this generation to create lifelong brand relationships.

Firstly, I was unsure if it's because I spent the past four years studying marketing, but all too often marketing campaigns make me cringe. So I did the reliable Gen Z thing and created an Instagram poll. Turns out it’s not just me.

To help you all out, I’ve created a list of some things you need to take note of.

You’re probably trying too hard.

Unlike any other generation, we’ve grown up around technology. This definitely has its benefits, but there are a few misconceptions that come with that. The biggest one, we don’t text type. You’re 100% more likely to get an 'LOL' in a 'TXT' from my gran than you ever will from me. We're young adults and like to be treated as such. Totally 'SMH' at you if you do that. NGL I’m not even sure if I’m using these correctly.

What you need to be doing, is find a way to be engaging in a fun way. Innocent Drinks are a great example of a UK brand who are funny without trying too hard.

You might want to take another look at your social media.

All too often I see brands that are just about the cold, hard, sale. Forget just Gen Z, nobody connects with brands through constant messages of 'Sale Items' and 'New Products'. Yes, customers like to see that too, but just with something non-salesy to break the tension.

Try connecting with your users with something more than just brand propaganda, and step outside the box with something funny & engaging, check out iKrush for example.

Need I say more?

Get to the point.

Our generation is used to making split-second decisions on tech and are regularly put off by the simplest of issues. If your video takes three seconds to get to the point, that’s too long. If your site speed is low, the chances are your bounce rate is high.

Tell us what we need to know.

By the bright age of 7 I was using google to help me with my homework- and now that’s even younger. Nowadays, how often do you just resort to google to answer a question before the argument even begins between your friend group?

We’re used to getting information at our fingertips, and if we have to search for it, you’re just hindering us. Our buying power isn’t any different, we just do our homework. Be transparent with your products and tell us all the information that will benefit us.

Rethink your Content

If you’ve got lots of content, blog articles, or informative landing pages on your website, try to revise these. Make us want to look at your content. Long pages and paragraphs will only ever get skim read, try breaking up images with pictures, videos, or even descriptive headings if the rest isn’t an option. Great content goes a long way.

Hopefully, these quick tips will help you create meaningful, relatable content for your biggest market in the coming years.

If you require any further advice or help to create content for your site, don’t hesitate to get in touch with the team at mtc.

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