What do you know about Generation Z?

If your answer is “not much” or “who’s Generation Z?”—don’t worry, you’re in the right place to learn.

Let’s dive straight into the world of Gen Z marketing. You might feel out of the loop if you don’t know what “yeet” means or haven’t considered TikTok more than just a dance video app. But guess what? Marketing to Gen Z can be simpler than it seems.

In this guide, I’ve gathered some easy-to-follow tips that will help you connect with Gen Z. Trust me, tapping into this group is worth it. They’re young, they’re trendy and they’re tech-savvy with a hefty influence on social media and buying power to boot.

So, who exactly are these People?

Who Are Generation Z?

Generation Z sometimes called the “smartphone generation” or the “iGeneration,” includes anyone born from 1995 to the mid-2000s. They account for 32% of the global population.

This bunch is all about technology. Unlike me and maybe you, they’ve never known a world without smartphones, iPads or SmartTVs. They’re always connected and that’s normal for them—quite different from the Millennials who grew up just before them.

Here’s a fun fact: Gen Zers have an average attention span of only eight seconds—four seconds less than Millennials. That means you’ve got about eight seconds to catch their interest with something cool, fun or impactful. If you don’t, there’s a good chance you’ll miss the mark with them.

Now that you know a bit more about who they are, let’s get into how you can make your mark with Gen Z marketing. Stick around, because understanding this generation could be your ticket to the next level in business.

Key Gen Z Statistics to Craft an Effective Customer Persona

Rethinking your digital marketing strategy for Gen Z might not mean starting from scratch but it definitely calls for some serious tweaks. To market effectively to Gen Z, you need a solid grasp of who they are and what drives them. Here’s a bunch of stats that’ll help you shape a killer customer persona for this dynamic group.

General Gen Z Statistics

• Did you know Gen Z makes up 32% of the global population? That’s a huge chunk! (Bloomberg)
• They’ve got serious financial clout too, with an estimated purchasing power of over $44 billion annually (LinkedIn).
• Diversity is big with Gen Z; nearly half (48%) identify as racially or ethnically diverse (Pew Research Center).
• As of 2020, they represent more than 40% of all U.S. consumers (Fast Company).

Internet Use and Digital Behavior

• A whopping 74% of Gen Zers like to spend their free time online (Institute of Business Management).
• Most of them (75%) prefer to use smartphones over computers or other devices (Institute of Business Management).
• They’re pretty hooked to their phones, spending an average of 11 hours a week on mobile devices (Criteo).
• Streaming is their go-to for entertainment, with an average of 23 hours spent on video streaming weekly (Criteo).
• When it comes to mobile use, about 71% of Gen Z teens watch videos and 51% surf social media (Think with Google).
• Mobile isn’t just for entertainment; over 32% of their transactions are made via mobile devices (Criteo).
• Traditional TV? Not so much. Only 45% watch cable, as most prefer streaming services like Netflix (Vision Critical).
• Speed matters a lot to them; 60% will ditch an app or website if it loads too slowly (Institute of Business Management).

Social Media Use

• Did you know Gen Z logs about two hours and 55 minutes on social media daily? That’s nearly an hour more than Millennials, according to the World Economic Forum. Here’s a bit more on how they’re scrolling through their feeds:
• A solid 62% of Gen Z checks out Instagram and 60% hit up YouTube every single day (Business Insider).
• Snapchat is huge among the younger crowd—90% of U.S. youths aged 13–24 are snapping away (Snapchat).
• They really dig omnichannel experiences—88% of them, to be exact. And, believe it or not, 54% say their shopping habits are most swayed by what they see on social media (CMO Council).
• Following influencers is also big, with 76% keeping tabs on at least one (Morning Consult).
• Specifically, 25% of Gen Z women discover new products through influencers (Morning Consult).

Behaviors and Preferences

• Got something to catch their attention? You’ve got exactly eight seconds to do it—that’s four seconds less than Millennials have (VisionCritical).
• If they see something’s out of stock, 65% of Gen Z would rather not see it at all (Institute of Business Management).
• When it comes to buying, 66% place high quality at the top of their list (Institute of Business Management).
• They love a good deal, too—about 65% appreciate coupons, discounts and rewards programs (Institute of Business Management).
• Over 70% have a say in their family’s buying decisions (Institute of Business Management).
• Sharing personal info online? Not so much. Less than 30% are comfortable with sharing details like health, location or payment info (Institute of Business Management).
• Online ads aren’t exactly welcome; 69% find them more annoying than helpful (Vision Critical).
• However, a good way to grab their eye? Use some really slick product images (Vision Critical).

10 Tips for Gen Z Marketing Success

Now that we’ve dipped our toes into the world of Gen Z, you might be itching to figure out how to reach them. It’s key to remember that Gen Z isn’t a monolith; they’re incredibly diverse and dynamic. 

Here are 10 crucial tips to help you shape a killer marketing strategy for this digitally native generation.

1. Emphasize Experiences Over Products

Gen Z isn’t just buying products; they’re buying experiences and the feelings those experiences bring. They can spot a sales pitch from a mile away and trust me, they’re not here for it. 

They’ve grown up online and have seen every trick in the book. So, focus on how your product can enhance their life or make their day a bit better. 

For instance, take Cleo, the money management app. Their marketing doesn’t just promote an app; it showcases real-life user stories and how it’s improving their financial savvy. That’s the kind of experience Gen Z wants to hear about.

2. Leverage Video Content

If there’s one thing Gen Z can’t get enough of, it’s video content. Google reports that YouTube is the go-to for Gen Z whenever they want entertainment, need to learn something new or just take a break from the stress of daily life. 

A staggering 80% of teens use it to learn about various topics and 68% use it to acquire or enhance skills. This makes platforms like YouTube prime real estate for connecting with Gen Z. 

But remember, it’s not about hard selling; it’s about showing them the real-world application and benefits of your product. Don’t just talk about your product—show it in action. And don’t stop at YouTube. Instagram Stories and videos on your website are also must-haves to keep their attention. 

3. Run the Right Influencer Marketing Campaigns

So, Gen Z really vibes with influencers but here’s the kicker: they need to be the right kind of influencers. And nope, you don’t need to splash tons of cash to snag a celeb to get their attention.

Instead, I suggest teaming up with micro-influencers. These folks have followers ranging from 1,000 to 100,000 on social media. They might not be household names but they often have a tighter connection with their audience, which works wonders because Gen Z tends to trust and relate to them more. Plus, they’re way more likely to chat and engage with their followers.

Check this out: studies by Experticity show that micro-influencers spark up to 22.2X more conversations than your average Instagrammers. They also ramp up engagement by 60% and are about 6.7X more cost-effective per engagement compared to their macro counterparts.

Now, about the content—it’s gotta hit differently for Gen Z. While Millennials were all about those perfect, glossy snaps, Gen Z digs a more unfiltered, real vibe. They still appreciate good-looking images—don’t get me wrong—but they prefer authenticity over polish. They’re into marketing that feels genuine and a bit raw, not something that screams ‘hard sell.’

4. Engage and Respond

This connection thing goes deeper with why micro-influencers rock with Gen Z—they really engage. A whopping 76% of Gen Zers expect brands to respond to their feedback (IBM/NRF). They see this interaction as a sign of a legit brand that actually listens and cares about its people.

Reviews are big too. About 41% of Gen Zers will scour through at least five online reviews before making a purchase decision (The Center for Generational Kinetics). But it’s not just about the reviews themselves. Gen Z pays close attention to how brands respond to both the good and the bad. They’re looking for responses that are personalized—not just some cookie-cutter reply—which shows you’re genuinely interested in connecting with your customers.

This approach shows you’re not just selling; you’re engaging. That’s what wins over Gen Z. They want to feel heard and valued, not just marketed to.

5. Maintain Privacy

Even though they’re practically raised online, Gen Z is super into keeping their privacy intact. NGen points out that a whopping 88% of Gen Zers think it’s very important to protect their privacy. An IBM survey adds a bit more to this picture—less than 30% of teens are okay with sharing personal details online beyond basic contact info and purchase history. But, 61% of them would be more open to sharing if they really trusted a brand to safeguard their data. So, if you’re looking to win their trust, you better make sure your privacy game is strong.

6. Create Attention-Grabbing Content

Gen Z wants content that pops and grabs their attention—like, really grabs it. They spend loads of time on YouTube, even more than on Netflix, which says a lot about their viewing habits and, yeah, their pretty short attention spans.

Long essays? Not for them. They’re all about quick, snackable content. Think short, punchy videos and infographics that they can digest fast. When you’re crafting your content, keep it brief and loaded with cool effects, snappy music and fun overlays or stickers. It’s all about making something memorable that sticks after just a glance.

7. Show Off Your Brand’s Personality

We’ve got to talk about authenticity again because it’s that crucial. Gen Z is all about supporting brands that are fun and even a bit quirky. This means it’s totally fine to loosen up and have some fun with your marketing.

Humorous content, memes, GIFs? Gen Z loves them. They’re drawn to brands that can make them laugh and feel at ease. It’s a bit like the Millennial preference for connecting with the people behind the brand but Gen Z pushes it further—they really want to see brands letting their hair down and having a good time.

But what if your industry isn’t known for being very fun? No worries. Just be genuine, show that there are real humans behind your brand and engage with Gen Z in a way that’s relatable—not robotic. Ditch the stiff formalities and just chat like you would with a friend. That’s the kind of realness that resonates with them.

8. Stand Up for Your Beliefs

Here’s the thing—Gen Z really wants to be heard and they’re all about supporting businesses that stand with them on social issues. I know, I know, it might feel a bit risky for brands. Traditionally, companies steer clear of politics and controversial topics, right?

But if you’re aiming to connect with Gen Z, you might have to take a stand at some point. This generation is very passionate about their beliefs and they’re on the lookout for brands that share that passion. You’ve got to figure out what matters to your target audience. If there’s a cause you genuinely care about, don’t be shy to show it. Just remember, authenticity is key here. If your heart’s not in it, it’s better to steer clear because Gen Z can spot insincerity from a mile away and they won’t hesitate to move on.

Take Aerie, for example. They’ve really made a mark with their commitment to inclusivity—no airbrushing, real bodies and featuring people with disabilities in their ads. They’re not just selling clothes; they’re making a statement and it’s working for them.

9. Focus on Mobile-Friendliness

Did you know virtually all Gen Zers are glued to their smartphones? ClickZ points out that they spend about four hours a day online. That’s a lot of screen time and it means one thing for your brand—your online presence has to be mobile-first or at the very least, mobile-friendly.

Your website and marketing efforts need to offer a smooth mobile experience. From the moment they see your ad to when they hit the purchase button, everything should be seamless. And don’t forget to make sure your calls to action are clear and that your website is optimized for mobile users. It’s all about making it as easy as possible for them to engage with your brand and buy your products.

10. Offer a Discount

Generation Z loves snagging a deal. Honestly, don’t expect them to pay full price for anything you’re selling. They’ve got the whole world at their fingertips and grew up during the rise of Amazon—where everything is just a click away and often at the lowest possible price.

Because of this, Gen Z is incredibly price-conscious. They know they can almost always find a better deal somewhere so why should they pay more? Offering discounts or having a good deals section can really attract this budget-savvy generation. It shows that you understand their needs and are willing to meet them where they’re at.

Conclusion

Let’s wrap this up: Generation Z isn’t just a huge group of potential customers—they’re also packing some serious spending power. But tapping into that market? It’s not just about sticking to the old playbooks. You’ve got to think differently and sometimes even step way out of your comfort zone.

The key here is building relationships. That’s what Gen Z is all about. They value authenticity, they’re super tech-savvy and they really care about their privacy and the ethics of the businesses they support. So, when you focus on genuinely connecting with them and understanding their world, you’re setting yourself up to boost your brand awareness and skyrocket those conversions.

Thinking it’s time to get your brand buzzing among Gen Z? Tribal Pearl Media is your go-to. We craft comprehensive and cutting-edge digital marketing strategies that are designed to make your business soar.

Why wait? Reach out today for a free consultation and start making some waves with Gen Z!

Frequently Asked questions (FAQs)

1. Why is it important to focus on Gen Z in marketing strategies?

Gen Z holds significant purchasing power and influences market trends due to their size and economic impact. Targeting them effectively can lead to increased brand awareness and higher conversions.

2. What makes Gen Z different from other generations in terms of marketing?

Gen Z grew up with technology, values authenticity and is highly conscious of privacy and social issues. They prefer relatable and ethical brands and respond better to visual and mobile-optimized content.

3. How can brands build authentic relationships with Gen Z?

Brands can engage genuinely by respecting their privacy, supporting social causes they care about and interacting directly with them through social media platforms they frequent.

4. Why should brands consider using micro-influencers to connect with Gen Z?

Micro-influencers tend to have a more engaged and relatable presence, which is attractive to Gen Z who value authenticity and personal connection over celebrity status.

5. What role does mobile-friendliness play in attracting Gen Z consumers?

With Gen Z spending significant time on their smartphones, a mobile-friendly brand presence is crucial to capture their attention and facilitate easy interaction and transaction processes.

6. Can offering discounts be an effective strategy for attracting Gen Z customers?

Yes, since Gen Z is very price-conscious, having discounts and promotions can be a strategic move to attract this demographic who are always on the lookout for the best deals.