When a new generation enters the mix of society, they bring new habits, tastes and preferences. Brands need to learn about them and adapt in order to find long term success with both new and old generations.
In order to understand how to capture the attention of Generation Z, brands are turning to them directly. Due to Generations Z’s attention span being so short, the first thing that needs to be thought about is how you will initially grab their attention, such as using a popular influencer. Furthermore, for Gen Z to be interested in the slightest, the source of the image needs to be from a trustworthy, reputable brand that their friends are talking about.
Take note of their behavioural patterns
By researching which apps and social networking platforms are used the most, you can decide where to place ads to have the greatest effect. For example, Generation Z tend to use Snapchat and Instagram the most, so it makes sense that ads on these platforms would generate the best results. Other companies can use this research to their advantage too. For example, when Facebook added the stories feature to their site, it openly encouraged Gen Z to use the platform more, as well as keeping its existing fanbase happy with new features to explore.
It’s also important to note what exactly Generation Z use social media for. Keeping up to date with the latest cultural trends and news is one of the main obvious reasons. But this generation also really utilise the social element of these sites, communicating with others and connecting with them over trending topics and videos. This is where businesses can really target them with tailored, shareable content, getting them to tag others in and therefore reaching a wider audience.
Catch their attention
In order to capture the attention of Gen Z, it’s important to demonstrate that your social media pages are interesting and worth the time spent scrolling. Influencers are a sure fire way of grabbing the attention of this generation, whilst also proving that your brand is worth talking about and supporting. This also helps to create a feeling of inclusivity, as this new audience can become part of a wider conversation.
Contrary to what the headlines may be telling you, Generation Z care about cultural responsibilities and prevalent societal issues. So, the best way to engage with them is to speak directly to these interests. Research suggests that brands who have a firm standing point on particular social issues are more likely to gain the respect of their audiences, as PR Week discusses.
If you need help targeting a particular audience, here at Tunafish we can help. Get into contact with our marketing team to talk about how we can help.