5 Tips to Better Engage Gen Z With Content Marketing in 2022 ￼
If you’re not already doing it, you’re missing out on one of the most important generations in digital marketing. Gen Z is the most tech-savvy generation yet, and they expect brands to follow them seamlessly across different digital devices. These consumers want authentic, relatable content and brands that can relate to them personally. Here are five tips to better engage this generation through your content marketing efforts.
Gen Z is the most tech-savvy generation.
The generation born between 1995 and 2010 is called Gen Z. According to research, six out of ten are more likely to choose sustainable brands than non-sustainable ones. In addition to being eco-friendly, this generation also cares deeply about environmental issues, ranking climate change and protecting the environment among its top personal concerns. Gen Zers are already influencing their parents and older generations by using sustainable shopping practices and promoting sustainable brands despite their young age.
The technology they use at home and on the job is a key deciding factor in a career choice, with 91% of the Gen Z population citing social media as a source of information about a product. As a result, companies should adopt a ‘tech-first’ approach in recruiting and hiring to attract this group of workers. Furthermore, nearly 80% of Gen Z individuals would consider acting as a tech mentor if they were able to use the latest tech to help others.
They expect brands to move seamlessly around digital devices.
Brands must adapt to Gen Zers’ digital demands and expectations. They have short attention spans and are quick to switch brands. Sixty percent of Gen Zers say their brand loyalty has shifted since the pandemic, compared to 20 percent of baby boomers. Keeping in mind their demands and preferences, brands should build seamless digital experiences across digital devices and meet their demands.
Gen Z has never differentiated between the physical and digital worlds, but they value seamless transitions. They are driving the shift in consumer behavior and articulating a new paradigm for digital experiences. The study also found that 67% of Gen Z fashion consumers plan to continue shopping online within the next six months. This trend will only increase as consumers become increasingly connected to the internet and their devices.
They want relatable brands.
Brands must become more authentic and relatable to reach Gen Zers. Create behind-the-scenes content to humanize the brand and give them an inside look at how they live their lives. Avoid oversaturation and ads, and limit your content to only the most valuable content. Gen Zers value authenticity and transparency. They want to see how brands live their lives, and they want to engage with brands like them.
Gen Zers are digital natives, a generation raised on social media. They expect content to be available across multiple channels and consume information in bite-sized chunks. The average attention span of Gen Zers is eight seconds, making snackable content essential for reaching them. While social media is important to reach Gen Zers, their usage habits are vastly different from Millennials. Therefore, brands must be prepared to adapt to their preferences in content consumption and style.
They want original content.
Millennials and Gen Z are more accustomed to social media and expect a seamless experience across all channels and screens. But omnichannel does not mean that brands should reuse the same content across all platforms. Your content must be relevant to the channel and match the intended purpose. Brands need to be more personal and relate to Gen Z, who associate binge-watching TV shows and binge drinking with overindulgence in food. In other words, your content should be honest, relevant, personalized, and authentic.
According to Bank of America, by 2030, US$33 trillion will be made by Gen Z, outpacing millennials. For this reason, brands should rethink their content marketing strategy. Brands should be more transparent about supporting causes or giving back to the community to get their attention. Another way to capture their attention is to rethink video content and team up with micro-influencers popular with Gen Z.
They want a call-to-action
Gen Zers have high expectations for a brand’s digital experience. They are tech-savvy and spend an excessive amount of time on the internet. Their digital habits are rapidly changing, so it’s important to evolve your content marketing strategy as well as to hire the best SEO services in USA to cater to their growing audience requirements.
Consider integrating TikTok challenges into your content marketing strategy. These challenges engage the creative outlet of Gen Zers and allow them to create their content. This is an example of experiential marketing – activating the preferences of the next generation to create a memorable experience. In this way, you can build a lasting bond with your audience. Also, consider using TikTok challenges to engage in brand engagement, as these activities will attract Gen Z audiences.