More Ways to Market to Gen Z
Despite their youth, Generation Z holds an immense $140 billion spending power. This economic strength, coupled with them being the first completely digital generation, is likely to disrupt several industries. That makes marketing to Gen Z—sooner than later—the next big thing.
While most healthcare marketing strategies still skews toward older demographic, don’t overlook Gen Z. However, know there are vast differences between them and other age groups.
Let’s look more closely at the Gen Z persona:
- Values brands that have active communities—influencers and fandom;
- Females mostly use TikTok and Instagram; Gen Z males prefer YouTube;
- Video platforms provide them with outlets for social networking, entertainment, information, and discovering and buying products.
Gen Z is committed to improving their lives. But they’re looking for practitioners—or influencers—who give them tangible steps to improve their lives. This is the “life hack” generation—TikTok is filled with videos offering simple DIY ways, or hacks, for making their own two-for-one burritos at Chipotle; applying makeup; making snacks with five ingredients; and on and on.
Connecting with Gen Z is also necessary for recruiting and retaining the next generation of employees. Older members of Gen Z are close to, or have already graduated college. They’re looking for employers that align with their personal values. How your brand markets to Gen Z will serve as a strong first impression when recruiting the next generation of the work force.
What’s Trending: Tactics for Marketing To Gen Z
Trend 1: Video
Gen Z lives in a world of video. TikTok is their preferred platform. YouTube is hot, and though organic engagement has decreased on the platform, Gen Z can still be found on Instagram . However, they are largely migrating away from Facebook. Here are some tips for planning effective marketing to Gen Z:
- Check out other brands and what they’re doing on all platforms; you can download and scroll the TikTok app without ever posting a video; @chipotle, @washingtonpost and @fentybeauty directly target Gen Z with humor, hacks and even light-hearted takes on trending news;
- Use hashtags to provide context, help viewers to find content that interests them and build community; branded hashtags encourage viewers to engage with your brand and create their own content around it;
- Consider TikTok for Business, which guides businesses through top-views ads, in-feed ads, branded hashtags, brand takeovers and brand effects.
Experiment and show a different side of the brand. Post videos that are funny, personal, and relatable without being irreverent and flippant. Use tutorials, hacks, and how-to content to market to Gen Z.
Gen Z enjoys creating videos almost as much as they enjoy watching. Some 30% of 18-24 year olds and 40% of 25-34 year olds consider themselves content creators. Tap into this creative gold mine by recruiting interns and recent college graduates to help establish a social presence with videos marketing to Gen Z.
Trend 2: Audio
Spotify’s Culture Next Report reveals that in the first quarter of this year, 18-to-24-year-olds had played more than 578 billion minutes of music on the streaming platform. As change makers, they consider music as an outlet for exploring their individuality. If marketing to Gen Z is a top priority for your healthcare brand, consider a Spotify Advertising campaign as part of your strategy.
For a lot of Gen Z, the isolation of COVID-19 impacted their crucial years of navigating social connections. Instead, they retreated into digital communities to foster connections. This also led to creating alter egos that let them be the leading characters in their own lives. One of Spotify’s most popular features allows them to create their own “My life is a movie” playlist.
Connecting with Gen Z’s audio preferences can be as simple as:
- Listening to their playlists, ranging from K-Pop (South Korean boy bands) and Olivia Rodrigo to Lil Nas X, who ran a Nicki Minaj “stan” (super fan) account before earning his own fame;
- Engaging with their creations; Gen Zs consider themselves creators, often producing their own beats and other audio;
- Advertising on streaming platforms to reach the target demographic.
- Use trending sounds on Instagram Reels and TikTok to join in on current conversations and hot topics
Trend 3: Podcasts
As Gen Zs transition from teens to twenty somethings, they are also exploring politics, gender, and their own fluid personalities. They often turn to podcasts as safe spaces to work through these complex issues.
The average podcast listenership among Gen Zs on Spotify increased by 62% between Q1 2022 and the previous year. More than one-third of 18-to-24-year-old Americans listen to podcasts at least weekly. Mental health ranks as the top podcast genre among Gen Zs globally.
The popularity of podcasts presents an excellent channel for marketing through paid and earned media.
- Use Google to find “Gen Z’s top 10 podcasts;”
- Place paid ads where they listen; consider host talent ads created and voiced by the show’s host in the style of the show;
- Pitch to podcasts; use a media monitoring service to find contact information for the producer or host; some podcasts have guest submission forms on the website.
Once you get Gen Z’s attention, don’t lose it. Complete the connection by giving them a strong call to action, preferably with something interactive such as QR codes.
TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.