The Mysterious Generation Z. Everyone’s talking about how to reach this picky target group but do we even know who they are? We’ve listed everything you need to know about “Gen Z”.
So first of all, who are Generation Z?
Born between 1996 and 2015 – this generation are digital natives with no memory or recollection of a pre-internet age. In comparison to Millennials (1980-1996) who grew up with media and technology, Gen Z can’t remember a world without internet or cellphones.
How they behave online?
Well, according to studies, pretty different than everyone else. They are more self-centered than the other generations, aware of the importance of self-care, mental health and value in their everyday lives. And they act the same online. Always reachable, but aware, and picky, of what they’re doing. Branded content needs to bring value and a story for Gen Z to be influenced.
Gen Z want experiences, not advertisements. People rather than products, personal value rather than advertisements and unfiltered selfies rather than high-cost productions. Focus on video filmed with a smartphone, Youtubers and regular people as microinfluencers, unfiltered communication with your target group – and you’re at home with Generation Z.
Type of content
Traditional ads or photos don’t really work with this crew. Content needs to be short, moving and personal. Maximum 10 seconds, preferably grabbing the Gen Z attention (and interest) within 3 seconds. (Yes, they’re picky.)
The channels are also action-filled. YouTube, Instagram Stories and Snapchat are their number one hangouts, mostly because they want to be inspired, or they’re simply talking to their friends. Because for Gen Z, social media is the top preference for interactions, both with friends and brands.
So how do you reach them?
• Be quick! Short, moving content filmed in standing format. Interviews, behind-the-scenes, user-generated content and tutorials.
• Be conscious! Generation Z are very aware of climate change, mental health and political issues, and they want to support companies that are too.
• Be personal! Long-term collaborations with micro influencers that build a relationship to your product. Tell stories with your brand and create value beyond your product.