Brand Marketing Secrets for Generation Z

Generation Z refers to people born between 1995 and 2010 . Although I have always believed that it is one-sided to try to assign common characteristics to a group of very different people born at a specific point in time.

However, judging by some consumption trends, some characteristics are indeed shared by certain generations.

Therefore, in this article, Inpander spent some time trying to better understand Generation Z in order to find the brand marketing code to communicate with Generation Z.

1. Internet Natives

As true Internet natives, they are completely different from the millennials. Although both belong to the category of young people, the growth background of Generation Z is very different from that of the millennials , and the world view formed by this also bears the distinct mark of the times.

They are the first group in history to have never known a world without the internet , and are the most engaged in social media of any generation. This keeps them constantly immersed in new information and always hungry for more.

Gen Z behaviors are rooted in the internet:

• 2 hours and 55 minutes: Gen Z spends an average of 2 hours and 55 minutes on social media every day;
• 10 hours: Nearly 50% of Gen Z netizens spend 10 hours or more online every day ;
• Preferred Platform: 41% of Gen Z consumers say Instagram is their preferred platform for following brands;
• 2x: Gen Z consumers are twice as likely as Millennials to shop on a mobile device.
• Instagram: 65% of Gen Z users check Instagram daily, and 41% of Gen Z consumers say Instagram is their preferred platform for following brands;
• Youtube: 62% of Gen Z users check Youtube every day;
• 48%: When it comes to discovering new brands, 48% of Gen Z are most influenced by brands’ social media activity;
• 80%: When making a purchase, 80% of Gen Z consumers conduct research: evaluating the brand’s website, cost, social media pages, and finally, their value.

Unobstructed information channels have also formed a broader vision and open thinking among Generation Z, allowing this generation to have their own independent ideas on the choice and judgment of things, and not to blindly follow or listen to one side.

This is particularly evident in how Gen Z responds and reacts to digital marketing: the sheer volume of products and services marketed to Gen Z consumers through all forms of digital media makes them true skeptics.

2. Generation Z and KOL Marketing : A Match Made in Heaven

Compared with all other generations, Generation Z is the most resistant to advertising. Not only are they indifferent to the marketing methods commonly used by brands in the past, such as sensational stories and awkward product placements, they also show obvious boredom.

The data shows that more than half of Generation Z have ad-blocking software, and less than a quarter respond positively to the four major ad categories (online search, online display, desktop video and mobile video).

For them, they are more interested in whether the brand they choose has more similarities with their own values, lifestyle and behaviors, and whether it can reflect their distinct personality and true self. This obviously subverts the previous perceptions of brands.

"Today, Generation Z's perception of brands is no longer just about products. It also requires good feelings and experiences, which make them feel that their lives have undergone real changes, and even make them feel indispensable and unable to imagine life without it," said RTG CEO Chen Jie.

The good news for advertisers is that despite their resistance to many forms of digital advertising, Gen Z are supportive of influencers , with 50% saying they trust influencers for recommendations. For example, about a quarter of Gen Z women say influencers are where they most often learn about new products to purchase.

Gen Z prioritizes authentic recommendations and brand experiences

• 67% of Gen Z prefer to see real people in ads;
• 55% of Gen Z are most influenced by recommendations from friends or peers when discovering new brands;
• 72% of Gen Z and Millennials follow KOLs;
• KOLs are more influential than celebrities for Gen Z consumers (36% vs. 24%), but both have a greater impact on Gen Z than on Millennials.
• 68% of Gen Z consumers read 3 or more reviews before purchasing something with their own money for the first time;
• 73% of Gen Z consumers read or watch reviews to vet product quality.

3. Video, social media, and shopping platforms are the channels that Generation Z often uses

Short content is king. Gen Z prefers to watch multiple videos of 5 to 15 minutes rather than a single 30-minute episode.

This has to do with their desire for concise and practical information, the simpler the better.

In addition, data shows that half of Generation Z spend more than 10 hours online every day, and nearly 70% of them spend most of their time shopping in stores. Therefore, an omni-channel strategy is also crucial for reaching corporate parties and Internet professionals.

So, for brands, how can we reach Generation Z consumers when doing overseas promotions?

4. New Platform for Generation Z KOL Marketing

1. TikTok

TikTok is one of the youngest and most successful apps driven by Generation Z. Gen Z prefers ads made by people who “look like them,” and TikTok proves this: the influencers aren’t using advanced editing techniques, but their content fits in seamlessly.

Tips for working with TikTok influencers:

• Carry out activities to encourage users to participate in secondary creation.
• Keep up with the trends.
• Don’t forget to clearly demonstrate the partnership. This is mainly in response to the regulations of the US Federal Trade Commission (FTC), which requires all influencers to state whether the content is paid for promotion by the brand to avoid misleading the audience (this applies to all platforms).
• ps: FTC rules, updated guidelines on endorsements and recommendations issued by the U.S. Federal Trade Commission, require influencers to disclose whether the content they post is sponsored, such as stating "this video is sponsored by xxx brand" at the beginning or end of the video, or in the description.
• Partner with multi-platform creators (e.g., YouTubers/TikTok creators) to expand audience reach and media value.

2. Twitch

Video games aren't what they used to be. Twitch, a website where users can stream their games as they play, is testament to the fact that Generation Z loves watching “esports.” It's a $1 billion industry with international competitions, brand sponsorships, charity partnerships and more. In 2018, more people watched gaming content than HBO, Netflix, Hulu, and ESPN combined.

Fortunately, influencer marketing has proven to be effective in leveraging these true fans.

Tips for collaborating with Twitch bloggers:

• This platform is highly relevant to young people, with 94% of the audience being male, so plan your campaign accordingly.
• Popular games include Fortnite and League of Legends, but there are also channels like Chat dedicated to non-gaming content. Please consider all possibilities!
• Twitch streamers have many ways to make money (from ad revenue and viewer donations to tournament winnings), so they can be more “self-sufficient” than other types of streamers. This means brands will have to approach them with interesting, mutually beneficial partnerships.

3. Spotify

If Twitch is Gen Z's cable TV, then Spotify is their radio. The platform has become a major home for podcasts. According to Spotify's website, their podcast audience reaches 200 million people. According to Statista, a quarter of these listeners are under the age of 24!

Tips for working with Spotify podcasts:

• Understand your podcast metrics, such as CPE (cost per thousand) for downloads and CPA (cost per acquisition) for referral programs;
• Most podcast ads are voiced by the podcast host, not produced by an agency. Embrace the “native” ad format by telling a real story with the podcast host you’re working with. If you only provide a script, listeners will definitely not listen.
• A simple trick for finding influencers to work with through your podcast is to use a keyword search. On influencer marketing platforms like Upfluence, we can find over 3,500 influencers with podcasts.

4. Instagram

Instagram as a platform is not new. But the way Generation Z uses it is novel. After all, this is the generation that takes the most photos in history, and they use this software just like Internet celebrities. Today, everyone is sharing their brand experiences, curating messages, and searching for the perfect “prime time” for exposure.

Tips for working with Gen Z Instagram influencers:

1) Promote collaborations that meet the needs of Generation Z

• Offer cheap deals.
• Align with their ideals in terms of diversity or sustainability.
• Personalization. In a culture where radical inclusivity reigns, many young people feel pressured to define themselves as different in order to stand out.

2) Less is more

When it comes to sponsored content, we at Upfluence have found that “saturation rate” is a key metric to consider when recruiting. Audiences lose interest in bloggers who post too many ads, so we need to:

• Compare the engagement rates of their organic and sponsored posts;
• Don’t exhaust the KOL’s following by sponsoring too many people.

3) Transparency

Generation Z is flooded with all kinds of traditional advertising and influencer promotions. Brands need to improve the quality of their promotions rather than the quantity. At the same time, they can also @cooperating bloggers on their own promotion channels to increase the credibility of the partnership.

5. YouTube

Unlike Instagram, users on YouTube tend to follow fewer, more singular accounts. This may be because the editing technology required to produce videos is quite advanced nowadays, and many YouTubers will invest heavily in equipment, set up home studios, and join professional "Multi-Channel Networks" (MCN) agencies to maximize their media value.

YouTuber collaborations cost more, but the return on investment is also higher. Brands should be more prepared for negotiations.

Tips for collaborating with YouTubers:

• Big YouTubers may charge high collaboration fees. Our strategy is to select promising mid- to micro-YouTubers through data analysis (primarily engagement over time).
• TikTok and Instagram reveal that Gen Z has a short attention span, but podcasts and streaming show us that they can be drawn into longer media if done right. When working with YouTubers, choose longer videos with higher production values ​​and ask to go viral on Stories or TikTok.

V. Conclusion

In the Internet world, Generation Z craves authenticity:

• The type of conversation in the comments is more important than likes;
• The depth of the review is more important than the photo;
• Find communities that engage with your content, share it with their friends, and save it for inspiration.

Finally, remember:

• Marketing campaigns should be interactive, not intrusive. Real-life, long-term partnerships inspire trust best.
• Gen Z wants true brand ambassadors, not cheap “one-off posts”… and as digital natives, their BS radar is strong!

Author: Inpander

Source: Inpander Overseas