Here are some things we know about Generation Z, also known as Zoomers, or those who were born after 1996:
- They are incredibly diverse, both racially and ethnically;
- They are the most educated generation thus far, with the majority of them less likely to drop out of high school or college; and
- They are also progressive in their beliefs.
We also don’t need quantitative studies to tell us that Zoomers spend a lot of time on social media, with their preferred platforms being TikTok and Snapchat. Zoomers being the most progressive and social media-savvy is both a blessing and a curse. It’s a blessing because it means they are incredibly easy to reach. It’s a curse because marketers and branding experts need to work extra hard to stand out in a saturated landscape.
If your business’s target market is Generation Z, here are some creative ways to engage them on social media.
Invest in high-quality and eye-catching visual content
A 2021 study from YPulse found that 65 percent of Zoomers are on social media to see entertainment content. And with the rise of platforms like TikTok and Instagram Reels, we can infer that Zoomers have a big appetite for videos that are shorter but pack a punch. They might still watch a 20-minute YouTube tutorial, but they would probably be more likely to mindlessly scroll through TikTok and Instagram Stories.
This is a trend your business can capitalize on, especially if you already have an established brand and a visual identity that’s truly yours. If not, consider partnering with reputable firms like BURKE Integrated Marketing to help you come up with a look and identity that is distinctly in line with your company’s goals and values. This is key to making a mark in the young generation; they need to recognize your brand in a sea of content and information. Once you have an eye-catching brand identity, you can now expand to social media content that gets them to stop scrolling and pay attention to what you have to say (or sell).
Engage them through interactive content
Gaining their attention is one thing, but having them truly engage with what you have to say is another challenge. You can grab their attention and keep it through interactive content. Thankfully, platforms like Instagram and Twitter already allow for this strategy through the following features:
- Polls, where you can get your audience to answer some surveys
- Sliders, which would allow your audience to quickly go to the link you’re advertising
- Quizzes will not only engage your audience; you would also get some information on their preferences and dislikes
- Stickers and GIFs to add some pizzazz to your stories or posts
Interactive content also taps into their FOMO (fear of missing out), especially if you offer time-sensitive promos and giveaways.
Tagging is a feature you cannot afford to ignore because:
- It will give your campaign or brand its own space in the digital sphere, assuming that you use a unique hashtag, one that has never been used before;
- It encourages your audience to share their content that’s related to your brand or campaign; and
- It will also allow your customers to tag your brand or store’s location.
For example, the brand Uniqlo is known for using the hashtag #LifeWear, which encouraged their customers to use the tag whenever they’re garbed in the brand. Uniqlo has also given many of these users a platform by reposting their photos on their main Instagram account. If you truly want to reach Zoomers, don’t forget to use hashtags and encourage them to do so.
Keep it light, but don’t try too hard
Zoomers can tell when brands are trying too hard. The members of Generation Z are generally very fun, which is why it’s a no-brainer that brands trying to catch their attention need to be, too. This is why so many prominent brands and businesses now keep on leveraging meme-centric content on their social media accounts and platforms. Some brands do it right; for others, it’s not quite so.
To use memes properly, make sure you understand your audience, that you remain inoffensive and non-inflammatory, and that you foresee trends before they’re everywhere.
The key to creating engaging content for Zoomers is by spending time on what they spend time on. Do your research by immersing yourself in the online communities they immerse themselves in and see how your brand can be part of those spaces. Doing so will help you be more organic in your approach. Good luck!