LEARN HOW TO REACH GEN Z AND MILLENNIALS
Updated: May 5
Gen Z is a firm believer in the core values of a brand. More and more brands focus on their integrity in their marketing. Consumers tend to have a quick background check before they make a purchase. If a brand has an unethical situation, consumers will figure that out quick. With that being said, make sure the brand is as unique and transparent as it can be.
Millennials and Gen Z are accustomed to multi-cultural and body inclusivity. Diversity can be found in different forms. It can range from the ethnicities of the people shown in the ads, or the diversity of the people in charge of the brand. Men, women, transgenders, non-binary - it does not matter anymore. Besides presenting diverse people, this generation pays attention to the values of a brand. Millennials are willing to support a brand that they can relate to.
Core values is about the brand ethics. What does your company stand for? Does it do anything for the community or charity? Does your brand add value to their lives? These questions can be showed instead of said. Show your audience things from behind the scenes, be transparent with them. An example of transparency is showing how your product is made. Stay authentic to why your company started in the first place. This says a lot about your product. Study shows that a customer will return because of the brand’s transparency (Adroll, 2020). Learn more about brand transparency here.
Social media content
When you create the content for social media, make sure it is short. Videos like Reels on Instagram are extremely popular and are 30 seconds max. Here you can present your product by having someone use it or by showing some behind the scenes shots. Sound and text in the videos are important. Cool background music gives a video more views, but not everyone plays a video with sound. Add some key words in the video so people can still understand the message without listening. Instagram is used more by Millennials than Gen Z.
Focus on Snapchat and TikTok
Gen Z is barely on Facebook and is more active on Snapchat and TikTok. It has become part of their communication. Promoting a campaign on Snapchat needs to be short and straight to the point. Short videos can go viral and there is always a new trend. It can be confusing at first, but it is important to stay up to date.
Gen Z and Millennials swipe a lot and fast, chances of your brand being seen is low. By promoting regularly, your brand has more chances of being seen. Post minimum 5 times a day on Instagram stories during different times of the day.
Create a challenge
Challenges go viral, not all of them of course, but think about the Ice Bucket challenge in 2014. The challenge started as a fundraiser for ALS-patients. Around the world, people poured ice water over their head. During the lockdown, challenges have been extremely popular. Dance moves, jokes, pranks and music are the most common challenges. The good thing about a challenge is everyone uses the same hashtag and its used on several platforms like: Instagram, Facebook, Snapchat and TikTok. Coming up with your brand’s own challenge can be a game-changer.
Use more than one platform. One campaign on one platform will not be enough. Young people use multiple social networks and consume thousands of pieces of content every day, so your brands need to run multiple campaigns see the benefits of their work. However you want to reach them, switch it up and keep the message clear, short and simple.