According to the Annual Study of Social Networks 2019 prepared by IAB Spain, WhatsApp is the most popular and widely used social media (88%), followed closely by Facebook (87%), YouTube (68%) and Instagram (54%). Finally, the same study concluded that these apps are primarily accessed by phone.
With all this data, it is logical that brands see an opportunity to be present on these platforms with the aim of reaching the largest number of potential consumers of any age but, more specifically, Generation Z.
This generation is what follows those already known as Millennials (generation from 1981 to 1995). The “Z generation” is made up of people born between 1995 and 2015.
Millennials started the multiscreen trend. Normally we talk about the control of two screens, and the most common mix is computer-cellular. The Z generation really puts up the multi-screen term by controlling five screens at once.
Unlike previous generations, the Z generation has a greater ability to generate cutting-edge technological content, such as applications for mobile phones and tablets, and marketing strategies for internet and social networks.
Among the generalized features of this generation, the following stand out the most:
They are self-taught:
33% of Generation Z learn via online tutorials. More than 20% read on tablets and devices and 32% do all their tasks and work online.
They are confident:
Generation Z has grown up during an uncertain time. The way to see the world has changed, social diversity has increased, some social roles have changed, and, above all, they have learned to move forward in a difficult world. They are very mature, self-sufficient, adaptable, and creative young people.
They want to change the world:
60% want a job that impacts the world, 26% regularly do some type of volunteering, and 76% worry about the impact that human beings have on the planet.
They work well in a team and as individuals:
They are used to identifying and solving problems in a personal and focused way. Access to the cloud has given them the necessary tools to find a way to build their own world. And while they can work well as part of a team, 72% do not plan to ever receive orders from a boss.
Digital Marketing is the best way to promote products and services to any member of Gen Z:
This generation is well equipped both in technological knowledge and in the devices themselves. They spend more than three hours a day in front of the computer in activities not related to their school work or jobs.
The sectors in social media with the most Gen Z followers are those that can provide constantly updated information on topics such as entertainment, culture, and media (42%); travel, transport and tourism (37%) and technology and communication (35%).
The clear trend is that social media users from Generation Z seek useful content that will serve as a reference before they purchase any product or service, either through the direct account of the brand or based on the opinions of influencers.
More and more professionals in the advertising and marketing sector are using the services of influencers on social media to promote products and services, especially on Instagram, the number one social media of Gen Z members (excluding WhatsApp).
Members of Generation Z live on the internet, since most of their time is spent enjoying streaming content (Spotify, Netflix, Disney+) and on social networks (mainly Instagram, Tik Tok, WhatsApp, and YouTube).
Given this reality, brands must incorporate specialized profiles in e-commerce, digital marketing, and content management to strengthen their presence in social networks and reach the largest possible target audience.
If your brand doesn’t have a presence on social media, it doesn’t exist to Gen Z.
For those responsible for marketing, try to understand and capture the attention of the youngest audience by familiarizing yourself with the queries and personality traits of Millennials and Generation Z. 81% of marketing strategists found that the increase in traffic to the website and online store of an entrepreneur or business occurred with only 6 hours per week invested in social media marketing.
The key to orienting your company or brand to Generation Z consumers is creating an enthralling social media marketing strategy, particularly on Instagram. This social network is popular among members of this generation, so generating a collaborative link between brands and influencers is key to improving sales and brand awareness. Having accounts on these platforms provides the following benefits:
We can, therefore, affirm that social media is the number one and most important channel of influence and information that no marketing department can ignore if it aims to capture the attention of Gen Z.
Take advantage today of what we know about Generation Z, which in just a few years will make up a large portion of the labor market and therefore spending power in the world, and position your brand among a population with a high level of consumption and time dedicated to the internet. If you feel ill-equipped to create an engaging social media presence to draw in Millennial and Gen Z consumers, give us a call. We offer social media marketing strategies that will not only increase your brand awareness and recognition but will also increase traffic to your website. Get people talking about your company and the great content you’re sharing on social media today!
Erik J. Olson is the Founder & CEO of Array Digital—a marketing agency that enables its clients to achieve their dreams, fulfill their missions, and impact more lives with their services.