Gen Z already accounts for $29 billion in direct spending and is set to be the largest consumer generation. That number is staggering and does not even take into consideration the fact that 93% of parents report that their Gen Z children influence household purchases.
Now is the time to know Gen Z and how to market to them. In this blog post, we will cover how you can reach Gen Z through influencer marketing and how influencer marketing differs when reaching Gen Z audiences versus other generations.
Short answer: Yes
Gen Z and influencer marketing are a match made in heaven.
According to the Influencer report, 72% of Gen Z follow influencers and 50% of them say that they trust their recommendations.
Gen Zs trust in influencer recommendation means that if you are targeting a Gen Z audience, you should have influencer partnerships in place.
However, influencer marketing as you know it doesn't click with this new generation.
Influencer marketing has to adapt for Gen Z. The platforms, celebrities and context of content are all different. Marketers have to embrace new types of content for different platforms and reach the right social media celebrities.
TikTok is one of Gen Z’s favorite platforms.
Many marketers have steered away from TikTok due to a lack of understanding of how to create content for this new short-form video platform. However, the formula for viral TikTok videos is actually very simple.
A popular concept will arise and users will interpret it in different ways.
Example: Using a children's song for learning the months of the year to visually represent how your love life went throughout the year
Viral trends like these sum up Gen Z’s desire for authenticity and inclusiveness.
Anyone can participate, including your brand.
Influencers are just TikTok’ers who have mastered the formula which means they’re a go-to resource for brands in search of viral exposure.
Twitch is another Gen Z favourite that may be a new platform for you and your marketing team.
Gaming is not what it used to be. It was once a market for only hardcore enthusiasts. However, it has now broken into the mainstream.
Twitch is a platform for users to stream as they play games online. Gen Z loves to watch “eSports” which has led to the huge success of the platform.
eSports has become a $1 billion industry with numerous brands now using gaming as a form of marketing. In 2018, more people watched gaming content than Netflix, HBO and Hulu content combined!
Finding Twitch influencers is the way to reach this huge audience.
That is the end of our Ultimate Guide to Marketing to Gen Z. You are now equipped with all the information you need to start making your Gen Z marketing strategy. The platforms you chase are important and they will be new to some of you. As such, take the time to research what content performs well in these spaces and always keep in mind that what works for your other audiences will likely not resonate with Gen Z.
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