Targeting Gen Z customers means understanding how they think. In this article, we list five marketing strategies that businesses can use to capture this market. 

Nowadays, more businesses are targeting Gen Zs since they comprise about 40% of the global consumer population. By definition, Gen Z pertains to those who were born between 1997 to 2012. With about 2 billion of them in the world, it is important that businesses—especially marketers—learn how to understand and engage with this generation.

But more than that, the spending capacity of Gen Zs should be taken into account. Why? This is because they are foreseen to take up about 27% of the global workforce by 2025. 

Given that this tech-savvy generation is known for its high presence on social media, businesses should learn how to cater to what they like or look for when online. However, this mindset isn’t limited to online businesses. After all, all brands—even brick-and-mortar shops—should have a strong social media presence nowadays.

With that, here are five marketing strategies that can be used to attract the Gen Z market.

Create Channel-Specific Content 

Creating channel-specific content to resonate with Gen Zs is a must since they are fond of using social media—being avid users of platforms like Facebook, TikTok, Instagram, YouTube, and other platforms. Given this, it is important to learn how to tailor content to what the medium is best known for. That way, it will be easier to capture the right audiences of the said platform. 

By aligning the content with the platform, it becomes easier for Gen Z customers to see how the brands can be creative and adaptable. It also goes to show how they can be creative enough to convey their message to various niches.

Optimize Your Content for Gen Z Customers

Gen Zs are known for using multiple devices. Therefore, it is important for businesses to learn how their content will properly reach their audiences on their chosen platforms.

Take note: this doesn’t just refer to tailoring the content based on what Gen Z customers want to see or which platform it will be posted on. Businesses should also be mindful about whether these posts can properly load on different devices—from the file resolution, size, quality, and more.

By doing this, Gen Zs will see the content immediately and across all devices without losing their patience of how much time it takes to load, as this can cause them to skip the material altogether.

Create Short Videos

For Gen Zs, brevity is key. This is mostly evident by how they mostly engage with short-form content like TikTok videos, Instagram Reels, and even YouTube Shorts. Therefore, it is important that brands now keep their content short and straight to the point. 

Aside from making sure that videos will capture their short attention spans, short videos also prove how brands are adaptable with current trends. More so, short videos are also great for quick consumption which matches how social media users—particularly Gen Zs—are known for rapid-scrolling. 

Partner With Influencers

With social media came a lot of influencers who are seen as relatable and genuine figures. Mainly characterized with their high number of followers, these people are also known for their authenticity in terms of endorsing products or services. Therefore, it is by partnering with influencers that businesses can tap into established communities and gain instant credibility.

Working with influencers provides businesses with an avenue to communicate with their values and social responsibility—both of which are important factors that influence Gen Z customers. Also, influencers can help businesses to foster brand loyalty, since these personalities are known for directly speaking Gen Z language, which can appeal to the aforementioned generation.

Be Authentic and Original

Gen Zs are also known for their knack of supporting brands that exhibit genuine values and unique identities. The more honesty and transparency brands have, the more they are likely to appeal to Gen Z audiences. 

In a world that is heavy on curated and sponsored content, this generation is drawn to brands that are real and authentic. But more importantly, Gen Z customers also patronize brands that dare to be different. Therefore, it is by creating original content that it becomes easier to grasp their attention—rather than just copying what other brands do. 

These are just some marketing strategies that can capture the interests and attention of Gen Z customers. By adapting to what they like and applying them to marketing efforts, it provides the brand with a competitive advantage that gives a stronger edge over those that are yet to adapt.