If you’re in any doubt that marketing is undergoing a seismic shift as it adapts to Gen Z (the generation typically born between the mid-1990s and mid-2000s), consider the following facts about the digital integrators, and read on for what they can teach digital marketers:
Key lessons for marketers
Use an authentic & consistent tone of voice
As marketers of their own personal brands Gen Z influencers stay true to their own tone of voice. Whichever platform they use, they stick to it, understanding that moving away from their identity or appearing false would lose them followers, and more importantly trust. Everything, from the language they use and their style of shooting to the length and format of their content, remains consistent across platforms. This consistency and authenticity is vital when marketing any brand.
Mighty Car Mods shows this authenticity in action as two Aussie blokes do exactly what they love and millions, in turn, are hooked.
Understand and listen to your audience
If you share your life with millions on a daily basis – as, for example, Troye Sivan does – you get immediate feedback from your audience/customers/fan base. If a video Troye posts gains less traction than others he can analyse the data to produce content his audience wants. This powerful knowledge of his audience led TIME to name Troye one of the “25 Most Influential Teens of 2014”.
By tailoring content to address audience needs and responding directly to feedback, this new age of marketers ensure they are constantly relevant to, and growing with, their audience.
Be honest and upfront
If Gen Z influencers are talking about or including a brand they will state clearly they are promoting it. Brand placement works best when it’s honest – gone are the days when anyone will endorse products they don’t believe in. This young new audience has a keen ability to detect if they are being misled or if a brand or person is being disingenuous. YouTube has strict regulations on paid product endorsements/placements.
To see a good example of how this brand transparency works, check out Lauren Curtis – a top beauty vlogger with more than 2.8 million subscribers of her YouTube channel and a huge following on Instagram.
Give your content a sharable purpose
Gen Z likes sharing content that is amusing, surprising, heart-warming or beautiful, so they often create short form, digestible content that appeals to their audience.
A case in point is when the Gen Z singer Lorde, as an advocate for healthy body image, tweeted two photos of herself, “one edited so my skin is perfect and one real. remember flaws are ok :-).” This tweet was shared over 70,000 times by an audience engaged by her affirmative message.
Digital marketers should always consider these aspects when creating content:
- what is the brand's purpose?
- what does the audience want?
- why would they want to share the content or take action?
More on Generation Z
Gen Z is not simply a new generation to be marketed to – they provide us with a unique opportunity to learn from them. Their strong ethical values, eight-second attention spans and online spending habits set them apart but also represent an exciting new chapter in digital marketing.
To find out about our responses to Gen Z and to discover the range of services we offer, please get in touch.