5 tips for marketing to gen z

Gen Z, the generation born after 1997 but before 2010, is a tough group to define. They grew up with cell phones. They don’t really remember a time before Spotify and streaming services. They spend hours and hours each day scrolling on social media. 

There are 68 million Gen Z-ers in the United States, and they have an estimated $360 billion in purchasing power. A good chunk of this is Gen Z-ers themselves making purchases, but also those on the younger side of the generation who influence their parents spending decisions. 

Gen Z-ers are the trendsetters. The large majority of influencers fall into this age range, and they have more power than anyone else on the internet today. Gen Z has been considered one of the most influential buyer groups in the United States today, and they should not be overlooked. 

In order to reach this passionate, young and highly influential group of people, there are a few key things to focus your efforts on. 

Meet them where they are

First, let's talk about where Gen Z is. In order to successfully market to Gen Z, you have to find them. They’re on TikTok. They’re on Instagram. 

You won’t find Gen Z through an ad in a physical magazine. Rather, they are watching Vogue’s Insta story and tuning in to the latest episode of Crime Junkies on their walk to class. 

To reach Gen Z, you need to find them in these spheres. 

Make it meaningful

Gen Z are master scrollers. Averaging at about 4 hours of social media time per day, we are consuming content at a rate that is hard to comprehend. We are shown ad after ad, sponsored post after sponsored post. 

In order to truly connect with your Gen Z audience, you have to put some serious thought into your social media posts. Create a pattern for your posting so you can remain consistent. Establish a brand voice that can transfer from platform to platform. Mix up the type of content you are posting: utilize Reels, interactive stories, Lives, influencer partnerships and more. Get creative! 

Gen Z can spot authenticity from a brand from miles away. Make your social media presence truly meaningful and intentional and results will follow. 

Create a relationship 

Engage with your followers! Show humor on the internet. Companies like Duolingo and Denny’s have turned themselves from normal, faceless brands into comedy empires in the social media world. 

Even something as simple as responding to DMs and comments can build rapport and form a genuine connection with your Gen Z consumers.  

Be vocal about your values 

Gen Z is the most passionate and involved generation. They have strong beliefs and they fight for what they believe in. When it comes to buying decisions, they are influenced by a companies moral code and the actions they take. 

After establishing a strong code of values for your company, share it! Let the general public know where you stand on important issues. 

Put on a show

Gen Z is used to being captivated. We have the entire world of entertainment at our fingertips all of the time. The bigger, funnier, brighter, more intense - the better. 

If you don’t capture their attention right away, all it takes is one quick scroll for your content to disappear off a potential customer's screen. Be bold! 

As a Gen Z-er myself, I believe all of these practices to be the key to capturing Gen Z’s attention. The content that I see that makes me want to engage and learn more is casual. I trust the influencers I follow when they say they like something. I love when brands are witty and comment back to normal people like me. 

We want relatable content, we don’t want to feel pressured. We know scams when we see them, and we are always on the hunt for a good dupe or deal. We can tell when we are being fed content that is clearly scripted and sponsored.  

Establish your brand voice and stick to it. Engage with your followers. Use your platform to share your values, and Gen Z will be listening.