Gen-Z as a Target Audience: How to Reach the iGeneration on Social Media
Generation Z’s are becoming the main characters of the social media sphere as they grow a little older, with 97% of them utilizing social media for inspiration on what to buy and where to buy it. Knowing this information as a brand has the power to create a positive impact in sales and brand exposure alone. However, one thing about Gen Z is that it takes much more than putting a product in front of their faces for them to express any interest in supporting a business.
Like real homies, we have three major tips that can help your brand meaningfully target Gen Z on social media so you don’t run the risk of becoming “cheugy.”
EMPHASIZE DIVERSITY
Generation Z is different from the rest, and that is something they fully embrace. As the most racially diverse generation yet, Gen Z values inclusion and notices when brands do too. Social media is the perfect place for a brand to showcase that diversity and inclusion are more than just a selling point. Rather, it’s something a business truly values and considers when making every decision.
In order to do this, it’s important for a brand to really evaluate the demographics of their Gen Z target audience and understand how they want to be represented authentically. Gen Z, more than other generations, appreciates seeings someone of their same race, sexuality, gender, etc. on a business's social media; however, seeing brands genuinely engaging with and listening to marginalized groups that are being showcased on their social media pages goes a long way in the eyes of a Gen Z consumer.
If you need an example of a brand that excels at utilizing its Instagram to showcase their significant investment in diversity, head over to Girlfriend Collective’s profile and see what we mean!
BE FULLY TRANSPARENT
Generation Z is the ultimate bulls*%t detectors on social media and will spot it from a mile away when a brand is being disingenuous or is hiding things from their consumers. Gen Z prides themselves on doing their research before buying from a brand, and they appreciate when brands make their values easily accessible on their social media accounts.
And while perfection isn’t ever expected from the generation that has been disappointed time and time again by what life has handed them (i.e the Great Recession in 2008, COVID-19 pandemic, an extremely polarized political and economic climate, etc.), Gen Z values transparency, accountability, and ongoing improvement.
Gen Z doesn’t feel like it’s asking a lot for a brand to be transparent on social media, and some great ways to showcase brand transparency on social media accounts include:
Posting behind-the-scenes content
Answering FAQs
Having a consistent voice across all social platforms
Always engaging with their audience
HAVE A PERSONALITY, PARTICIPATE IN TRENDS
Like we mentioned earlier, it’s going to take more than pushing a product on social media for Gen Z to care about a brand. Gen Z’s love a brand that has a personality outside of selling items or subscriptions, and understands the social media trends they create (hello, TikTok & relatable/engaging IG content!).
With Gen Z having the average attention span of 8 seconds, it’s important to establish a brand identity on social media that is strong and bold, to capture a Gen Z’s attention right away. Brands should find trends on Instagram or TikTok that not only appeal to Gen Z, but also resonate with their business’ personality (so they don’t come off as disingenuous).
Duolingo on TikTok has mastered the art of showing off their personality while also promoting the language app’s services.
Creating a social media presence that is unique to a brand that also encapsulates diversity and transparency will most likely earn a follow from Gen Z!
As the curators of social media, Generation Z knows a thing or two about being marketed to across most platforms. But the overall takeaway from what they want out of a brand on social media is for them to keep it real and to care about more than sales! While they understand that selling products or services is what keeps a brand alive, they want to make sure they’re putting their money with a brand that shares the same values as them.
We hope these tips helped your own brand in passing the vibe check for what Gen Z is looking for in a brand’s social media presence! For more social media news and tips, subscribe to our social media newsletter and follow us on Instagram.
xx- The Homies