Who is Gen Z, you ask? According to Pew Research, “Born after 1996, members of Gen Z are more racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet. They are digital natives with little to no memory of the world before smartphones.” (insert gasp here!) 

They have shifted consumerism principles by creating a need to buy and follow brands that have high values, are inclusive, and have a solid online community. Having been hit hard both socially and economically and facing a tough job market as they graduate to enter the working world, they carry strong similarities to the Millennials that came before them. As the most active generation online and in social media, connecting and tapping into this audience is critical to your success.

Be Your Values

To attract a Gen Z audience, brands must highlight their commitment to societal change. In addition, this must be more than a one-and-done social post. Consistent content that showcases the authenticity and genuine beliefs AND actions, that consumers can trust, will be the key to your brand’s success with this group. Clearly defined values will also increase your ability to keep this audience and be a go-to brand they will endorse and support.

Be Transparent 

Gen Z does their research! Make sure you are being transparent and taking accountability for any mistakes. A great way to show this is through behind-the-scenes content and showcasing your company culture by spotlighting your employees and their personalities. Think about incorporating employee takeovers or day-in-the-life videos! Have a diverse workforce and then give ample opportunities for that diversity to shine and have a platform to connect through your social channels.

Be Your Brand’s Personality

Be your brand! Have a strong voice in your community; don’t be afraid to show who you are. Your sense of humor, passions and voice is unique and bound to be relatable to followers of your brand. Trying to be everything to everyone only ends up being nothing to no one! So, take a stand, have a point of view and show your true colors, you will attract YOUR audience.

You can use reels and stories to highlight all the things that make up your brand, values and culture!

Be Entertaining

The attention span of this generation is short – like short short! At the swipe of a finger, they can change songs, pictures, and even partners. (Hello, swipe left!) What does this mean for you?! Think video that auto-plays and is short in run time (30 seconds or less). And for goodness sake, get to the point- no long intros, sweeping logos or tangents allowed!

Short-form videos, carousels, and stories are perfect for them to tap, swipe, and click through while giving them new information to engage with and absorb.

Be a Community

One of the most important parts of connecting with Gen Z is their need for a community to which they can belong. With social media, this generation has been able to join communities that support and educate about issues and connect with like-minded members to spark conversation about any niche. They can connect around the globe, have access to far-away cultures, trends and influencers. As a result, they are putting the social back into social media and are becoming a global generation, not defined by location or the need to sit in an office for 8 hours a day.

It’s E-Z! Keep it real! Real in your purpose, real in your personality, and real… short! 😉