As Gen Z grows older, they’re becoming more and more influential in the consumer market. In fact, a recent study by Knit revealed that Gen Z makes up 40% of the global consumer population with a staggering $600 billion in spending power.
This is why it’s becoming increasingly important for businesses to consider the behaviour and needs of the current generation of teenagers and young adults – but a lot of brands struggle to hit the nail on the head. As one of the most advertised to groups out there, Gen Z have become exceptionally marketing-savvy and hard to pin down.
So, how can businesses target this generation? In this article, we’ll share common preferences and behaviours of Gen Z, and how you can adopt these into your marketing strategy.
They are often believed to be opinionated and financially pragmatic, with short attention spans and a passion for sustainability. Most Gen Zers frequently use technology, with specific interests in social media platforms.
With social media such a cheap and effective method of advertising, Gen Z has grown to become an ideal target market for many businesses. However, the way they use social media is very different from their predecessors.
In this way, they are a lot like the generation above them, Millennials. According to Statista, 55% of Millennials and 56% of Gen Z have discovered a new brand on social media.
The favourite platforms of Gen Zers are TikTok and Instagram. On the other hand, the most popular platform of older generations (including Millennials) is Facebook. This means that, if your target market is teenagers and young adults, then you should consider focusing less on Facebook, and turn your attention to more appropriate channels.
On a recent episode of our UKBF GROW podcast, we discussed marketing to Gen Z with Austin Okolo and Jonathan Reid. They describe selecting an ineffective or unsuitable social media platform as like “fishing in a swimming pool” – you’re only likely to collect humans, not the fish you were hoping to attract.
Whilst some may question the effectiveness of influencers, their power should not be underestimated when it comes to Gen Z. According to Hubspot, 25% of Gen Z prefer to find out about products from influencers.
For this generation, focus has shifted from celebrities to influencers, with the latter providing a more symbiotic and trusted relationship. As fantheflames says in this forum, influencer marketing “works best for the younger demographic, who are following 'influencers' in a different way than older generations and are more invested in what influencers are using.”
Thinking about utilising influencers in your marketing strategy? Read our article for more information on whether your small business should be using influencer marketing.
For this reason, they see great value in brands who are using their power for ‘a greater good’. This generation are far more likely than any other to buy from a business if they have a commitment to diversity, treat their employees fairly, try to reduce their environmental impact or are committed to any other social issues.
Be sure to only engage with issues in an authentic way to avoid being branded performative – don’t fall into the trap of greenwashing! Gen Z do not take kindly to brands trying to use social issues for purely commercial gain, and will likely call out and avoid businesses they deem inauthentic or insincere.
Big name fashion brands have come under fire for making claims of sustainability or doing social good, whilst simultaneously underpaying their garment workers or contributing to ‘“fast fashion” or throwaway culture. When it comes to activism, Gen Z means business.
Content for this audience should provide value, and make the viewer learn, laugh or engage. If they're engaged with your content, a viewer is much more likely to remember your brand – and become a customer in the future.
Look at Duolingo, for instance. Back in 2021, their TikTok went viral for their humorous content that leaned into popular trends as well as feedback from their audience. This led them to skyrocket in the app charts, and their videos now regularly gain millions of views.
Doing some online research is a great start, but it’s also worth seeing if you can speak to Gen Z first-hand to get their insight. You could also set up a TikTok or LinkedIn account just to see how they interact with the content they see.
Another option is to join the UKBF forums and ask our community of small business owners for their advice – many have gone through the process of marketing to Gen Z already, and are bound to have some advice and experience to share.
A major part of knowing what to post is looking at what content is currently thriving. Adding an authentic twist on a successful post is likely to gain traction. Equally, if a specific style of content isn’t doing well, it’s best to avoid it.
Another simple trick that many forget: make sure the dimensions are amended to fit each platform. For example, Instagram and reels should be filmed portrait, whereas videos for LinkedIn should be filmed landscape.
In the UKBF GROW podcast on marketing to Gen Z, Jonathan discusses what he calls the “unlimited content matrix”. This is where you break down your business into four key words, and from these you create a bank of content ideas to share. Listening to your audience’s feedback can also generate more content ideas, and so the cycle continues.
When you’ve started sharing your content, have a look at what seems to be working effectively and what isn’t. From there, you can begin to streamline your process until you’re creating the perfect content for your audience.
Sharing more content will increase your chances of success. But to reiterate the above point, make sure you still deliver high quality – you don’t want a customer’s first interaction with your brand to be a bad one.
Have a great post that didn’t perform well? Reposting is a great option to give it the boost you think it deserves. This way, you’re giving every piece of content the best opportunity to go viral.
Want to hear more about marketing to Gen Z? Tune into our GROW podcast with Austin Okolo and Jonathan Reid, who share all their tips and tricks to successfully gaining Gen Z customers. And don’t forget: you can upgrade to a Business Membership to make the most of exclusive benefits including premium forums, partner offers and member-only content. You could save your business more than £400 a year by upgrading your account.
This is why it’s becoming increasingly important for businesses to consider the behaviour and needs of the current generation of teenagers and young adults – but a lot of brands struggle to hit the nail on the head. As one of the most advertised to groups out there, Gen Z have become exceptionally marketing-savvy and hard to pin down.
So, how can businesses target this generation? In this article, we’ll share common preferences and behaviours of Gen Z, and how you can adopt these into your marketing strategy.
Who are Gen Z?
Gen Z includes everyone born between 1997 and 2012. This means that the eldest of this generation are comfortably in the workforce, whereas the youngest are still in full-time education.They are often believed to be opinionated and financially pragmatic, with short attention spans and a passion for sustainability. Most Gen Zers frequently use technology, with specific interests in social media platforms.
With social media such a cheap and effective method of advertising, Gen Z has grown to become an ideal target market for many businesses. However, the way they use social media is very different from their predecessors.
How do Gen Z behave online?
In order to successfully convert this audience, it’s important to think about what Gen Z engages with, reacts to and how they function online. Here are a few key pointers you should consider:Social media is often their first point of contact with a brand
When you want to discover a new brand, what’s your go-to source? For many it’s googling their website; for Gen Z, it’s checking their Instagram or TikTok page.In this way, they are a lot like the generation above them, Millennials. According to Statista, 55% of Millennials and 56% of Gen Z have discovered a new brand on social media.
The favourite platforms of Gen Zers are TikTok and Instagram. On the other hand, the most popular platform of older generations (including Millennials) is Facebook. This means that, if your target market is teenagers and young adults, then you should consider focusing less on Facebook, and turn your attention to more appropriate channels.
On a recent episode of our UKBF GROW podcast, we discussed marketing to Gen Z with Austin Okolo and Jonathan Reid. They describe selecting an ineffective or unsuitable social media platform as like “fishing in a swimming pool” – you’re only likely to collect humans, not the fish you were hoping to attract.
They trust influencers more than celebrities
Influencer marketing is where a brand and popular social media user collaborate to promote a brand and/or product, opening up the brand to the user’s audience.Whilst some may question the effectiveness of influencers, their power should not be underestimated when it comes to Gen Z. According to Hubspot, 25% of Gen Z prefer to find out about products from influencers.
For this generation, focus has shifted from celebrities to influencers, with the latter providing a more symbiotic and trusted relationship. As fantheflames says in this forum, influencer marketing “works best for the younger demographic, who are following 'influencers' in a different way than older generations and are more invested in what influencers are using.”
Thinking about utilising influencers in your marketing strategy? Read our article for more information on whether your small business should be using influencer marketing.
Gen Z prefer brands who take a stance on social issues
Gen Z are incredibly passionate about social issues, whether it be the environment, mental health, racism, LGBTQIA+ rights or the economy.For this reason, they see great value in brands who are using their power for ‘a greater good’. This generation are far more likely than any other to buy from a business if they have a commitment to diversity, treat their employees fairly, try to reduce their environmental impact or are committed to any other social issues.
Be sure to only engage with issues in an authentic way to avoid being branded performative – don’t fall into the trap of greenwashing! Gen Z do not take kindly to brands trying to use social issues for purely commercial gain, and will likely call out and avoid businesses they deem inauthentic or insincere.
Big name fashion brands have come under fire for making claims of sustainability or doing social good, whilst simultaneously underpaying their garment workers or contributing to ‘“fast fashion” or throwaway culture. When it comes to activism, Gen Z means business.
They want to be entertained
Gen Z has a reputation for being difficult to sell to. But the truth is, they just want to be entertained.Content for this audience should provide value, and make the viewer learn, laugh or engage. If they're engaged with your content, a viewer is much more likely to remember your brand – and become a customer in the future.
Look at Duolingo, for instance. Back in 2021, their TikTok went viral for their humorous content that leaned into popular trends as well as feedback from their audience. This led them to skyrocket in the app charts, and their videos now regularly gain millions of views.
Three tips for targeting Gen Z
1. Do your research
As with any target audience, it’s important to do your research. Look at other brands that are in your industry, and determine how well they are currently serving a Gen Z audience. Are they nailing their social strategy? Do they take a stance on social issues that you don’t?Doing some online research is a great start, but it’s also worth seeing if you can speak to Gen Z first-hand to get their insight. You could also set up a TikTok or LinkedIn account just to see how they interact with the content they see.
Another option is to join the UKBF forums and ask our community of small business owners for their advice – many have gone through the process of marketing to Gen Z already, and are bound to have some advice and experience to share.
2. Adapt content to each platform
Content is more likely to be successful when it’s adapted to fit different social platforms. Because the algorithms of each app are different, altering the style to each platform will boost the performance of your content. The users of each platform are also likely to differ, which is an important element to consider.A major part of knowing what to post is looking at what content is currently thriving. Adding an authentic twist on a successful post is likely to gain traction. Equally, if a specific style of content isn’t doing well, it’s best to avoid it.
Another simple trick that many forget: make sure the dimensions are amended to fit each platform. For example, Instagram and reels should be filmed portrait, whereas videos for LinkedIn should be filmed landscape.
3. Provide value with your content
Quality is a vital factor of what content does well. The amount of time invested in a post is often evident – a bad-quality visual asset alongside a caption riddled with typos isn’t going to perform well.In the UKBF GROW podcast on marketing to Gen Z, Jonathan discusses what he calls the “unlimited content matrix”. This is where you break down your business into four key words, and from these you create a bank of content ideas to share. Listening to your audience’s feedback can also generate more content ideas, and so the cycle continues.
When you’ve started sharing your content, have a look at what seems to be working effectively and what isn’t. From there, you can begin to streamline your process until you’re creating the perfect content for your audience.
Sharing more content will increase your chances of success. But to reiterate the above point, make sure you still deliver high quality – you don’t want a customer’s first interaction with your brand to be a bad one.
Have a great post that didn’t perform well? Reposting is a great option to give it the boost you think it deserves. This way, you’re giving every piece of content the best opportunity to go viral.
Want to hear more about marketing to Gen Z? Tune into our GROW podcast with Austin Okolo and Jonathan Reid, who share all their tips and tricks to successfully gaining Gen Z customers. And don’t forget: you can upgrade to a Business Membership to make the most of exclusive benefits including premium forums, partner offers and member-only content. You could save your business more than £400 a year by upgrading your account.
