Gen Z isn’t just tech-savvy; they’re tech-native!
Most of this generation grew up with smartphones in hand, learning to scroll before they could walk. They’re shaping trends, reshaping how brands communicate, and holding companies to higher standards than ever before. If your goal is to grab their attention on social media and keep it for a good amount of time, you’ll need more than good visuals or catchy hashtags.
So, how do you cut through the constant flood of information and create something that resonates? How do you target Gen Z on social media?
Let’s explore actionable strategies for building meaningful connections with this digitally-engaged generation.
How Gen Z Discovers Content: Social Media Dominance
Google has long dominated the search engine market, but social media has started to give them a run for their money. But why are social media platforms becoming such powerful discovery tools? And what does it have to do with Gen Z?
Social media is more than a social hub for Gen Z—it’s also their entertainment centre, shopping place, and go-to source for learning and news. In a discussion about the evolution of search, Google executive Prabhakar Raghavan explained that new internet users have different mindsets than the previous generations. He revealed that nearly 40% of young people skip Google Maps or Search and turn to TikTok or Instagram when looking for a place to have lunch.
The figure may be surprising, but it highlights just how crucial social media has shaped how Gen Z discovers content.
1. Go Where They Are: Gen Z Top Social Media Platforms
So, how do you reach Gen Z on social media? They have clear preferences for the platforms they use, and showing up everywhere isn’t the key. Focus your marketing efforts on social media platforms where Gen Z actually spends time:
- TikTok: This is their playground. Snappy videos, relatable humour, and viral challenges make TikTok a space where brands can connect through creative storytelling.
- Instagram: It’s a go-to spot for discovery. Reels, Stories, and posts make Instagram a hub for inspiration and brand interaction.
- YouTube: Long-form content still has a place. Tutorials, vlogs, and engaging series keep Gen Z watching and subscribing.
- Snapchat & BeReal: These apps cater to real, unfiltered moments. They offer brands a chance to engage with Gen Z organically and personally.
Gen Z Social Media Use
We know Gen Z uses social media, but how much are they engaging with it?
A recent survey by Forbes Advisor and Talker Research found that a majority of Gen Z users log on to their social media apps daily. It showed that nearly 80% go to YouTube, Instagram, and TikTok, with Snapchat not far behind.
This highlights Gen Z’s social media consumption habits and love for visually driven, interactive content. Brands should take note and adjust their marketing strategies to align with each platform’s unique style.
2. Ditch the Facade: Gen Z and Social Media Marketing
Gen Z has a built-in radar for anything fake or overly polished. You need to be real and relatable to build trust with them. They value authenticity over perfection, so showing the human side of your brand matters a lot. Here’s how you can achieve that with your social media marketing strategy:
- Behind-the-Scenes Content: Share your story—literally. Show what happens behind closed doors, from product creation to team bonding moments. This makes your brand relatable and transparent.
- Own Up to Mistakes: Mistakes happen, but how you handle them matters more. Acknowledge errors, apologise if necessary, and show your audience how you’re making things right.
- Speak Their Language: Avoid corporate jargon and talk like a human. Humour, emojis, and conversational tones go a long way when engaging with Gen Z.
3. Let Them Take the Stage: User-Generated Content Wins
Gen Z trusts their peers more than traditional ads. This is where user-generated content (UGC) becomes impactful. To harness the power of UGC, consider these strategies:
- Run Challenges: Create campaigns encouraging your target audience to share their stories, photos, or videos. A simple hashtag can spark a movement.
- Celebrate Your Community: Feature real customers on your socials. Showcase how they use your product or engage with your brand.
- Incentivise Contributions: Contests and giveaways can inspire your audience to create content that highlights your brand in fun, authentic ways.
4. Work with Influencers Who Know the Vibe
A study by the US-based youth culture agency Archrival found that 51% of Gen Z believe influencers are the creators of new trends, compared to just 36% of millennials. This shows that influencers have a unique power to shape buying decisions and cultural shifts.
However, simply partnering with a random influencer with a big following won’t be enough to grab Gen Z’s attention. To connect with them authentically, you may need to choose collaborators who align with their values, reflect their culture, and can keep up with their ever-evolving priorities.
- Think Small, Act Big: Micro-influencers often have stronger connections with their audience. Their reach may be smaller, but their impact is bigger.
- Collaborate, Don’t Dictate: Let influencers infuse their personality into the content. A scripted partnership won’t land as good as something that feels organic.
- Focus on Values: Choose influencers who align with your brand’s ethos and message.
5. Show You Care About the Big Picture
Gen Z consumers are increasingly conscious of the environmental and social impact of their purchasing decisions. They may not likely be interested in surface-level branding and instead want to know where companies stand on issues that matter—climate change, diversity, mental health, and more. So, you must go beyond words and take meaningful action to connect with them.
- Walk the Talk: Don’t just make statements; back them up with real action. Whether through donating a portion of sales or switching to sustainable packaging, show your target audience you mean it.
- Be Transparent: Share the good, the bad, and the work in progress. This generation appreciates honesty over perfection.
6. Capture Attention with Bite-Sized Content
Attention spans are short, and Gen Z doesn’t have time for lengthy explanations. Short, punchy, and fun—this is the formula for grabbing Gen Z’s attention. Make your content fun, fast, and interactive:
- Hop on Trends: Viral sounds and memes dominate platforms like TikTok and Instagram. Stay on top of trends and use them to showcase your brand’s personality.
- Make It Interactive: Polls, quizzes, and question boxes aren’t just fun—they’re also engaging. So, use these features to start conversations and collect insights.
- Use Humour: Don’t be afraid to get a little cheeky. A good laugh can go a long way in making your content memorable.
7. Keep Things Fresh Without Losing Consistency
Consistency matters, but too much predictability can make your content stale. Strike a balance between staying true to your brand and experimenting with new ideas:
- Stay on Schedule: Post regularly to maintain visibility and engagement. A content calendar can help you plan while leaving room for spontaneity.
- Test and Learn: Not every post will hit the mark, and that’s okay. Analyse what works, tweak your approach, and keep experimenting.
8. Be Useful: Share More Than Just Sales Pitches
Gen Z doesn’t want to feel like they’re being sold to 24/7. To keep them engaged, offer content that enriches their lives, sparks their curiosity, or simply entertains them. Providing that value can be accomplished in several ways:
- How-To Content: Show them how your product solves or enhances their lives.
- Life Hacks: Share tips or tricks that make everyday tasks easier or more enjoyable.
- Storytelling: Highlight stories that resonate, whether about your brand’s journey or a customer’s experience.
9. Build a Space for Connection
Gen Z’s social media behaviour shows they crave community. They don’t just want to follow a brand but instead want to be part of something bigger.
Want to meet this need? Create spaces where they can interact with your brand and each other in meaningful ways. Here are a couple of approaches to build that sense of belonging:
- Host Events: Virtual or in-person events like Q&A sessions or live streams can foster a sense of belonging.
- Create Exclusive Groups: A private community on Discord or Instagram Close Friends can deepen your connection with your audience.
10. Stay Flexible and Evolve with Them
Gen Z doesn’t stand still, and neither should your strategy. Trends shift, platforms evolve, and preferences change. Your strategy needs to be just as flexible and adaptable to stay relevant:
- Experiment with New Tools: Try out features like Instagram’s Threads or explore emerging platforms.
- Keep Listening: Follow creators and brands that inspire you. Pay attention to what Gen Z engages with and adapt accordingly.
Level Up Your Social Media Strategy Today
Reaching Gen Z is about authenticity, creativity, and understanding their values on a deeper level. And while it might feel like a lot to juggle, you don’t have to do it alone.
At Canty Digital, we specialise in helping brands like yours cut through the noise and make meaningful connections online. Whether you’re looking to fine-tune your social media strategy, boost engagement, or create a standout presence, our team of digital marketing experts is here to help.
You can count on us to:
- Develop tailored social media strategies that resonate with your audience.
- Implement cutting-edge SEO and paid advertising campaigns to increase visibility.
- Create scroll-stopping content that grabs attention and drives results.
Ready to get started? Explore our services or give us a call. Let’s chat about how we can help your brand stand out!
