By now, the digital kids of the digital age, Generation Z, need no introduction.
94% of Gen Z are active on social media, more than any generation ever before, and it shows. As a member of Generation Z, we are the ones consuming your social media marketing, so it’s crucial to understand what we’re looking for.
Gen Z doesn’t think you’re cool, btw.
Generation Z is the most diverse generation in the US. More Gen Zs identify as racial and ethnic minorities than ever before, as well as being the largest LGBTQ+ population of any generation yet. This begs the question: how do you target such a diverse demographic?
Well, that’s just it. Diversity is the key. Gen Z values equality and inclusion, and can smell inauthenticity from a mile away. If your advertising is performative in its values, they’ll know, and your engagement will suffer for it. 53% of Gen Z adults report that generative AI gives them anxiety, and 41% of Gen Z have reported intentionally going against their work or school’s AI initiatives.
Additionally, Generation Z is adverse to what we are more likely to view as “cringy” brand personas on social media, which millennials and generations prior may be more likely to find funny.
Essentially, Gen Z values honesty and transparency in advertising, and no amount of surface-level comedy can cover that up.
THINK FAST! Capture our attention spans.
This article is like, two whole paragraphs long! I’m bored already! As a Gen Z myself, I hate to admit it, but the attention span of this generation is absolutely shot.
Short-form video is where it’s at right now in marketing, and the standard is just going to keep getting shorter. Some platforms, such as YouTube, think the solution is to remove the “skip ad” button on the multiple, several-minute-long advertisements before your desired video. This is a great solution… if you want Gen Z to hate your product. Unskippable ads and other annoying forms of digital advertising, such as pop-ups and ads with fake “close ad” buttons, do worlds more harm than good for your brand’s likability.
Ultimately, the best way to capture a Gen Z audience is to make your advertisement engaging and eye-catching right from the get-go, compelling us to learn more about what your brand offers.
We’ll go down with the ship.
For a generation whose attention span lacks loyalty to anything longer than 30 seconds, we are remarkably loyal to our most-used platforms.
More Gen Zs use Twitter/X than alternatives such as Threads and Bluesky, and are less likely to migrate to new platforms. Gen Zs treated the (unbeknownst at the time) short-lived US TikTok ban like the band on the Titanic, posting content up until the second the app went dark, akin to, “gentlemen, it has been a privilege playing with you tonight.” 82% of Generation Z uses TikTok, even post-ban.
Where does this loyalty come from? It’s possible that Gen Z has learned from the lived experience of growing up as digital natives. We’ve seen cancel culture, and we know that no social media platform is faultless. Threads isn’t necessarily morally superior to Twitter/X, so what’s the point in switching?
If you’re considering abandoning ship with “dying” social media platforms, perhaps reconsider if a Gen Z audience is what you’re looking for.
How can we help?
Don’t let a bunch of chronically online 20-somethings intimidate you. Contact TRIAD today to learn how we can help connect you to your Gen Z audience!