Enter Generation Z. As the newest generation, they are a group of individuals aged 13-22 who have grown up in a world of technology screens and digital media. They are also about to enter their prime working years with a current “buying power” of between $29 to $143 billion dollars.
Generation Z, also known as the iGen, is a group that praises individuality, is always on the move, habitually views multiple screens at a time, has a significant digital footprint and is, ironically, slow to trust brands online. With so many distinct characteristics, many marketers can find it difficult to market to iGen. The first thing you need to do is
Members of iGen spend nearly 3 hours a day on social media with a whopping 75% of social media time being on their mobile devices. A majority of their time is being spent on Facebook, Instagram, Snapchat and YouTube. However, it is wise to not just pick one social media platform to reach this generation.
According to AdWeek, “the trick to reaching Gen Z isn’t sticking with any one channel—it’s hopping around.” Make sure your business has a variety when it comes to social media because one member of iGen’s digital footprint is different from the next.
They will also double and triple check products before buying them online. First, they will find them, then they will check the company’s Instagram account and finally go to YouTube for a video about the product. iGen is a very visual generation and highly enjoys watching how-to videos. They also prefer viewing photos with content over posts with content only. Because quicker information is the best information.
Instant information is also highly important to this generation. Many social media platforms have launched features that allow users to swipe up to purchase or guide them to a mobile landing page. It provides a feeling of convenience and also ups your business’s e-commerce opportunities.
Since iGen is so used to getting information instantly, it also means a significant drop in their attention span compared to Millenials. With an average attention span of only 8 seconds, it is crucial to get your most important information out at the beginning of your marketing videos, images, and content. Be sure to focus on your message early to hook this generation into your products or services.
Another fact about iGen is they love to hear about products and brands from social media influencers that are everyday people sponsored by popular brands. These influencers give them someone they can relate to on a peer level.
iGen may seem like a complicated generation to market for. However, if you stay informed on the trends, gradually adjust your marketing tactics to be more multi-faceted and increase your mobile visibility, your business can keep up with the fast-moving Generation Z!