And they’re not just looking for entertainment on social media anymore. 50% of Gen Z make social commerce purchases (along with 51% of Millennials). Social media is a place to authentically reach Gen Z where they are spending time, but it’s also a tool to drive sales conversions.
Here are three tactics to win over Gen-Z consumers on social media:
#1 Short-Form Video
Gen Z spends less time watching TV than any other generation. They’re consuming digital video content on social media platforms instead. In particular, short-form videos have taken off in popularity over the past few years, especially among the Gen Z audiences.
These 6-30 second videos are great for quick recognition. They require less attention span and quickly convey a message. One can argue that TikTok is the reason for the explosion of short-form video, as the platform continues to rise to the top of popularity rankings. As such, social media apps are redesigning their algorithms to prioritize this content.
Short-form videos also tend to gain more Gen Z audience engagement, with the average engagement rate at 50%. This level is considerably higher than other generations. With storytelling potential, attention-grabbing power, and virality, short-form video is a must-have tool to drive full-funnel results in nearly all Gen Z marketing campaigns.
#2 Influencer Marketing
What do Gen Zs want from brands? Honest, relatable, and compelling content.
Where do Gen Zs spend their time? On social media.
Influencers offer the best of both worlds – authentic content across various social media platforms. This makes influencer marketing a no-brainer tactic to reach Gen-Z consumers.
Successful creators have spent time building trust and confidence with consumers, which brings meaning to their name as they hold a high “influence.” According to a GWI Report, “Gen Z puts more stock in the opinions and recommendations of influencers than past generations, and that’s heavily shaping how they approach media in general.” Micro-influencers, with smaller but more dedicated followers, are a great way to gain trust and narrow in on niche Gen-Z segments that best match your brand.
Read more of our best influencer marketing tips here.
#3 High Impact, Interactive Content
Interactive content is growing in popularity among younger audiences, which can boost awareness and engagement with your brand. Users want to engage with content, whether that’s a swipe, tap, click, vote, or like.
Instagram is known to have highly interactive content such as polls, carousels, quizzes, questions, prompts, and more. TikTok also recently introduced interactive add-ons that allow paid media content to further engage audiences with ad posts. Immersive content such as 3D, AR/VR, and the development of the metaverse introduce innovative ways to reach audiences in a “phygital” way. Interactive content allows your brand to be present with Gen Z as they shift deeper into digital connections and worlds.
How Coegi Can Help
As a digital marketing agency, Coegi is well equipped to assist you in marketing needs to reach your Gen Z consumers. We ensure each campaign is carefully researched based on data-driven tools to strategically activate across TikTok, Instagram, YouTube, and many other platforms. Reach out if you are looking for a partner to effectively execute and optimize your campaigns to grow your brand.