Let’s talk about Gen Z. They’re ad-resistant and difficult to reach online. Getting in front of them in an effective and engaging way is the new creative problem marketers are looking to solve. By 2020, Gen Zers will make up 40% of the population and their buying power (combined with that of them persuading their parents to buy things for them) will total $600 billion, so it’s critical we figure out how to connect with them – but how do we get in front of them in the first place?
The first issue is using the phrase “get in front of them” at all. Gen Z is not interested in any type of one-sided conversation with brands. Just because we’ve heard Snapchat is their favorite platform and that they love video content, doesn’t mean some flashy branded boomerang ad that pops up in between their friends’ stories will resonate. Instead, we need to think about how we will engage Gen Z with personalized experiences that make them feel a part of the brand. They want to be recognized as individuals and want to participate, and they want this interaction with brands to occur on social media.
There are many ways we can engage these young customers in personalized online experiences including: surveying them for brand feedback and insights, surprising and delighting them with product, inviting them to events and activations, and prompting them to create and share their own brand-related content for a chance of being featured. Brands repurposing authentic user-generated content is hugely important to this crew, with 84% of Gen Z reporting they trust a company more if they use actual customers in their ads. If you can engage this creative and ambitious generation at scale and in a structured way, they will stay loyal, become your brand ambassadors and you will win. Gone are the days of pop-up splash and using influencers as middlemen. It’s time to personally invite your Gen Z customers to the party, and toss them a VIP pass while you’re at it.
Are you looking to engage Gen Z in a structured way online? Email us to learn more about our interactive advocacy programs.