Generation Z overwhelmingly prefers social media over traditional media sources. If you work in the media industry, reaching this younger demographic is likely a top concern. How do you connect with Gen Z? What can you do to grab their interest and keep them engaged with your media?
Gen Z Lives on Social Media
The most popular platforms among Gen Z are Instagram, YouTube, and TikTok, while WhatsApp has emerged as a favoured messaging platform, now utilised by companies through Channels. As the most widely used messaging app globally, WhatsApp offers excellent reach. Given how much time Gen Z spends online, maintaining a presence on these platforms is essential for effective marketing.
Older generations also spend time on social media, and one of the main reasons they do so is to keep up with current events. So, not only can you reach younger audiences, but you can also engage with your current customer base and attract potential new customers from older generations.
Social Media as a Search Engine
More and more people (49%) are using social media to discover brands instead of traditional search engines. This trend highlights the importance of maintaining a strong presence on social media. Investing effort into the content you create for different platforms can significantly impact your media’s reach.
Radio is Out, Streaming is In
Spotify remains the leading audio streaming platform for Gen Z, with 63% actively using it. Podcasts are also gaining traction, as 56% of Gen Z listens to them, with 66% tuning in to stay informed on current topics. This shift presents an excellent opportunity for media outlets to incorporate podcasts into their marketing strategies targeting Gen Z. Launching a news podcast can effectively engage younger audiences, while podcast ad spots offer a valuable revenue stream for your media.
Short-Form Videos Are "In" Right Now
TikTok is the queen of short-form video content, so much so that other platforms like Instagram, YouTube, and LinkedIn have started offering similar features. When creating short-form content aimed at Gen Z, hooking your audience’s attention is crucial. Research indicates you have only about 1.3 seconds to capture Gen-Z’s attention and keep them engaged with your media. Writing a compelling hook is essential, but so is providing content that remains engaging beyond the initial grab. No clickbait, thank you!
Gen Z Appreciates Authenticity and Unfiltered Content
Gen Z can tell when you’re trying too hard or have hidden motives. When developing marketing content for Gen Z, be honest, authentic, and don’t try to hide your intentions. Most importantly, try to inject humour. Entertainment is a significant reason young people spend time on social media.
Follow Trends, But Understand Them First
Keeping up with trends can be challenging, but doing so can pay off in terms of views, likes, and engagement. It’s vital to approach trends appropriately—don’t force them. Instead, find fun and unique ways to integrate the trend into your content and brand. One recent trend features marketing speeches written in Gen-Z slang, read by older employees. This approach is successful because it’s endearing, funny, and bridges the generational gap without mocking anyone.
Values Matter
Gen Z is increasingly aware of brand responsibility and accountability. Social, financial, political, and environmental responsibility are crucial to them. They actively engage with and purchase from brands that align with their values. Authenticity remains critical—performative activism won’t cut it. You need to genuinely engage with causes that matter to Gen Z.
Conclusion
Reaching Gen Z requires adapting to new media habits and marketing strategies. Social media, authenticity, and relevant content are key to capturing their interest and keeping them engaged. Short-form videos, podcasts, and following trends can open new doors, but the most important factor is being honest and connecting with your audience in a genuine way. By understanding what Gen Z values, you can build stronger, lasting connections with the audiences of the future.
