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How Gen Z is Changing the Marketing Game



On this episode of Rogue Creators, Go Rogue X’s resident Gen Z staff member Ava Ellis joins Bryan Fittin and Loren Lewis to share the secrets to successfully marketing towards Gen Z. Whether it is valuing eco-friendly and socially responsible products or prioritizing brands that interact on Twitter regularly, Gen Z perceives brands differently than previous generations. Tune in to hear how your brand can stick out to the young generation!


Shownotes

(2:43) What are you obsessed with?

(8:19) Marketing to Gen Z

(15:31) Choosing brands that are eco-friendly and socially responsible

(17:41) Seeking out meaningful interactions

(24:54) Optimizing your website for mobile-functions

(27:48) How Gen Z uses social media

(38:58) Gen Z’s strong filter


Links

Bryan Fittin

Loren Lewis

Ava Ellis


Quotes

If you’re a company, you need to be aware of how [Gen Z’s are] thinking and what their buying process looks like and how they’re interacting with each other online and through social media.” (9:13)


A lot of studies have come out in the last couple of years for brands that you can no longer just assume that your customers are going to be buying products and not looking into the labels.” (15:45)


There’s no point in spending your time trying to find [something] on somebody’s website that is not set up to be looking at on your iPhone.” (26:42)


I think if you’re only ever posting feed content, you’ve lost them because they’re spending the majority of time on stories. I think of companies that don’t actually post that often on their grid, but they’re crazy active on stories, and I’m engaging with that.” (31:21)


You have about eight seconds to impress me – eight seconds to tell me why I should be watching your content, and then I’m done.” (41:12)


How are you factoring the youngest generation of adults into your marketing strategy? Much like previous generations, Gen Z interacts differently with the world around them. You’ve heard myths about them being lazy and having short attention spans, but what is actually true about this generation, and how do you market effectively to them?


If you’re a company, you need to be aware of how [Gen Z’s are] thinking and what their buying process looks like and how they’re interacting with each other online and through social media.” (9:13)



Go Rogue X’s resident Gen Z staff member Ava Ellis recently joined Bryan and Loren on an episode of Rogue Creators to talk about trends within Gen Z and how companies can use this information to include Gen Z into their marketing strategy.


Shopping with a Conscience

While the young generation faces scrutiny for their work ethic and social media practices, they prove to be a model for ethical and sustainable shopping. Millenials initiated a market shift when they demanded organic products that lacked preservatives and other non-natural ingredients, and Gen Z is taking it one step further.


A lot of studies have come out in the last couple of years for brands that you can no longer just assume that your customers are going to be buying products and not looking into the labels.” (15:45)


If you think that an organic certification is enough to market your products to Gen Z, you are wrong. They are looking for assurance that your company is ethically sourcing its products from sustainable, eco-friendly sources.


A Generation Seeking Engagement

More than ever, brands that show personality and engage with their followers on social media see significant success. Brands like Wendy’s, Velveeta, and Moon Pie are using their Twitter accounts for more than press releases and other vanilla announcements. These brands are using humor to drive engagement, and Gen Z loves it.


If Gen Z is part of your target demographic, integrating humor and other forms of genuine interaction into your social media accounts and website is a legitimate way to grab both attention and brand loyalty.


Mobile-Facing Websites

One sure-fire way to lose your Gen Z following is having a website that isn’t optimized for mobile use. Millennials and Gen Z are using their smartphones to find new places to eat, shop, and hang out, and if they aren’t able to navigate your website quickly, they’ll leave you for your competition.


There’s no point in spending your time trying to find [something] on somebody’s website that is not set up to be looking at on your iPhone.” (26:42)


As a business, if you have customers trying to learn about your brand and buy from you, you must make it easy for them! Please don’t make it difficult for customers to give you their money!


Gen Z on Social Media

You might be learning new information about Gen Z, but you likely already know about Gen Z’s affinity for social media. What you might not know is how they operate on the platforms you are familiar with – here’s your quick rundown:


Instagram - Gen Z is using Instagram to display their aspirational selves. It’s a showcase full of the highlights of their life. They might not be posting to their feeds often, but the chances are high that they are posting to their stories with regularity. As a brand, be careful not to post to your feed too often (more than a handful of times per week), and take advantage of engagement via stories!


I think if you’re only ever posting feed content, you’ve lost them because they’re spending the majority of time on stories. I think of companies that don’t actually post that often on their grid, but they’re crazy active on stories, and I’m engaging with that.” (31:21)


Snapchat - This platform is primarily used for authentic interactions, similar to private stories on Instagram. It is littered with their everyday life. If you are looking to advertise through Snapchat, we recommend catering your content to fit their use of the platform.


Twitter - You might think that Twitter is dead. However, the platform is still alive with young Millenials and Gen Z. Young adults use Twitter as a primary source of receiving news and engaging with brands that strategically use humor. There is a surprising amount of genuine interaction happening through Twitter, and if you find the right niche for your brand, it can be a highly effective avenue for reaching your Gen Z audience.


Facebook - This isn’t much of a secret, but Facebook has lost popularity with Gen Z. We do not recommend using it as an avenue to reach your young following.


A Strong Filter

One of the classic traits of a Gen Z stereotype is a short attention span, but Ava argues that Gen Z’s strong filter makes people think the generation cannot focus. Because the generation has grown up with so much technology, and subsequently, advertising, they are quick to write off content that does not grab their attention.


You have about eight seconds to impress me – eight seconds to tell me why I should be watching your content, and then I’m done.” (41:12)


When marketing to your young following, you must grab their attention immediately. If you don’t separate yourself from the crowd in a matter of seconds, you’ll be thrown to the wayside.



How are you adapting your market strategy to cater to Gen Z?



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