Generation Z, Gen Z, Zoomers; these are all names for one particular generation born in the mid-to-late 1990s until around the early 2010s. While the exact years are disputed, they’re the next generation after millennials.

Although they’re not the youngest generation (Generation Alpha represents the youngest among us), they are the latest generation of consumers – those who are old enough to be purchasing goods and services. So, knowing how to market to them is key for any brand.

Gen Z is known for being a generation of ‘digital natives’. What does this mean? They’re the first to grow up in the information age, with the internet highly accessible to them. This has made Gen Z tech-savvy and able to adapt to new technology quickly.

Brands whose audience includes Gen Z must take the time to understand how this generation likes to be marketed to, and how they can use this to effectively communicate with them. To help with this, we’ve compiled a few tips to get your Gen Z marketing strategy started.


Create multi-channel content

Thanks to the abundance of technology, Gen Z uses a variety of different channels to consume content. They’re known to swap from screen to screen, or even dual or multi-screen, navigating across a range of apps all at one time. So, how do you market to a generation that is constantly shifting from one platform to another?

Well, it’s not easy. You need to work across all of these channels, creating content that is specific to each one. A one-size-fits-all approach won’t work here, as each app and channel requires unique content.


Keep up to date with new platforms and trends

As well as creating content across multiple channels, marketing to Gen Z means you’ll always need to keep an eye on new platforms and what’s trending on each one. Having grown up with these at their fingertips, Gen Z are likely to be the first consumers to adopt a new app or platform.

For instance, Meta recently launched Threads as a rival social media app to Twitter, creating another way for brands to connect with their audience. Similarly, trends come and go quickly on social media, so companies have to be fast to keep up.


Utilise social searching

Social media apps are increasingly becoming a more popular method for consumers to search, rather than through traditional search engines like Google – particularly among Gen Z. In response to this, Google has introduced TikTok and Instagram videos into their SERPs.

So, when thinking about your search budget, don’t just consider a typical strategy, but examine how social can be incorporated, too. Organic and social teams need to come together on this as the two get ever more intertwined.

Similarly, TikTok and other platforms have also included a shop as part of their app, so users can search and buy products without needing to leave the app. Brands must utilise these methods as another way for consumers to find their products.


Consider your message

Gen Z won’t respond as well to a hard sell as some of the earlier generations. Spending a huge chunk of time online means they’re exposed to endless choices, and because of this, they’re more likely to research products and brands before buying and take advice from influencers or their peers.

That’s why consistent brand messaging is so important, as Zoomers value trust and authenticity. However, it’s not enough to just communicate these things, you’ve got to back up what you say with actions, or you’re easily found out.

Sustainability, environmental awareness and social responsibility are all important to Gen Z, who are keen to hear from brands that talk about their stance on these issues. Some studies have shown that being vocal in this area is more important to this generation than the brand name – so long as a company means what they say.


Research what your audience likes 

When creating your Gen Z marketing plan, you have to research your audience thoroughly. We’ve compiled a few other tips to consider when targeting this generation. Some won’t be applicable to all areas of your strategy, but make good starting points before figuring out what works for you:

  • Take a mobile-first approach to your marketing
  • Be transparent and responsive
  • Diversify your content – video, podcast, interactive tools and more
  • Create compelling content, not advertisements
  • Engage with user-generated content
  • Consider the use of influencers
  • Keep content short and to the point

For more insights on effective content, digital PR, SEO and more, read some other articles on the It Works blog. Alternatively, if you need expert help to create a Gen Z- specific strategy for search and more, get in touch to discuss your needs and see what the It Works team can do for you.