By Jonathan Baker If you are a marketing professional, you would do well to give special focus on appealing to Generation Z (or Gen Z). The purchase power of this young audience continues to grow and will no doubt impact sales—from the upcoming holiday season to well into the future. Recent studies reveal how and where to “meet” Gen Z. A Reminder About the Values of Gen Z The importance of “keeping it real” with Gen Z is well-documented and must be kept be top-of-mind among any marketing professional hoping to connect. The core values of transparency, ethics, and authenticity are unshakeable to this audience, so you should take stock of how well your brand measures up to these priorities. If each of these values honestly deserves a check mark next to each of them, you may proceed to your attempt to connect. Begin by studying… The Social Media Habits of Gen Z Okay, so the connection between social media and Gen Z is no surprise. Worth noticing, however, is the amount of time this audience spends on social platforms—especially YouTube. According to e-Marketer, this is one of the more effective channels where marketers, influencers, creators, and all other marketing professionals should literally tune into for reaching Gen Z. Image Credit: e-Marketer Noteworthy Findings About the YouTube/Gen Z Connection Note that 56 percent of Gen Z spends more time on YouTube in comparison to “their elders” — Millennials, Generation X, and Baby Boomers. And the amount of time they spend on this platform is steadily increasing. The e-Marketer report further points out that 71 percent of this audience discovers new media content—including podcasts, music, and television programs—via YouTube. The video-centric platform has taken notice. To attract Gen Z, it is expanding its shopping features for YouTube Shorts. Along with Gen Z, a select group of specialists will also appreciate YouTube’s efforts. These specialists are creators and influencers. Creative Influence of Creators and Influencers The e-Marketer report referenced a study by Deloitte which observed that just over 50 percent of Gen Z social media users felt a closer, more trusted connection to creators than they did with other types of celebrities. Considering the importance this young audience places on trust, this connection is a compliment that genuinely carries power. This sense of trust likely extends to influencers, who serve as the faces of the brands they represent. If the recent New York Fashion Week is a sign of the future, creators and influencers are poised to make an impact like never before. Once again, these professionals will need to continuously monitor their own commitment to transparency, ethics, and authenticity to attract and maintain a connection with Gen Z. Takeaway So, while it may have been predictable that YouTube is a favorite among the exacting audience known as Generation Z, this platform has more impact than realized. And, as YouTube has transformed from a place of entertainment to a discovery and shopping engine, there are multiple possibilities for brands to make themselves visible. Add in the talent and charisma of qualified creators and influencers, and those multiple possibilities will multiply even more. Would Generation Z appreciate what your brand has to offer? The expertise of our social media team will make your goods and services stand out. Contact EGC to find out how we can create a connection that this young audience will appreciate.
