Boomers, Gen X, Millennials and Generation Z. Much has been written about marketing to these demographics, especially “Zoomers,” the youngest generation’s latest nickname. But Gen Z “kids” — now aged 10-25 years old — are truly distinct in many ways. As consumers, they have lived their entire lives with screens around them. They have been greatly impacted by the Great Recession, the pandemic and climate change — indeed, they can be credited for pushing climate issues to the fore.
For those reasons and others, Gen Z may be the trickiest demographic to market to. Which presents marketers with a real challenge as they become a driver of consumer spending. Back in 2020, Generation Z was projected to account for 40% of all consumer spending, equating to roughly $44MM in buying power [1].
They’ve also grown up with — and are now shaping — digital advertising. According to a survey conducted by Forbes, 75% of Generation Z owned a smartphone before the age of 18, and with this statistic comes the infamous observation about Zoomers’ (the nickname is particular apt here) attention span. That same Forbes’ survey found Gen Z to have an attention span of about eight seconds, four seconds shorter than Millennials’, who average a whopping twelve seconds [2].
While older generations may criticize this distractedness, others suggest it may be due to Generation Z’s exposure to hyper-relevant content. With the rise of AI, Generation Z is accustomed to content that suits their personalities and needs directly, and anything falling outside of that is disregarded. Now, as we venture into 2022, and kids born in 2001 can be seen out at a bar, it’s important to keep the following key pillars in mind when creating content for this tech-savvy generation.
Start With Video
It's no secret that video is currently king. TikTok took the world by storm and has proved to be a platform that’s here to stay. In response, Instagram revealed Reels, and let’s not forget our seasoned veteran, YouTube. According to Think with Google, 85% of teenagers use YouTube to regularly find content [3]. And a study by Criteo found that Gen Z streams video for roughly 23 hours every week [4].
An Omnichannel Approach
While video reigns supreme, content marketers should not forget the importance of an omnichannel approach. Because Gen Z is surrounded by screens nearly everywhere they go — commuting, shopping, and watching TV at home — carrying a message across multiple channels is critical. According to the Institute of Business Management, 66% of Gen Z reports using more than one internet-connected device at a time and 88% prefer an omnichannel branded experience [4].
Authenticity and Experience
Studies show that Generation Z seeks authenticity from their preferred brands and values experiential content. Take TikTok for example, a platform that’s based on user-generated content and has become a significant player in the world of e-commerce. According to a survey by Power Reviews, 40% of users in 2021 regularly seek out user-generated content prior to purchase, compared to just 24% in 2020 [5].
To sum it all up, Generation Z has always been a multifaceted generation and when creating a strategy to promote a brand, content marketers face the challenge of devising a multichannel campaign that leverages video and provides brand authenticity, all in under 8 seconds. Need help on where to start? Get in touch! Our experts are prepared to support you and your brand with your content marketing efforts — from ideation to implementation. We look forward to hearing from you.
[1] https://www.campaignmonitor.com/resources/infographics/the-ultimate-guide-to-marketing-to-gen-z/
[2] https://www.forbes.com/sites/forbesagencycouncil/2021/08/13/marketing-to-gen-z-here-are-5-things-you-need-to-know/?sh=3e0056fd6efb
[3] https://blog.hubspot.com/marketing/how-gen-z-searches-for-content
[4] https://blog.hubspot.com/marketing/gen-z-stats
[5] https://www.powerreviews.com/insights/how-visual-ugc-became-fundamental/
A DIVISION OF THE MEREDITH OPERATIONS CORPORATION
