Social media has become an integral part of our lives, especially for the youngest and most influential generation: Gen Z. Born between the mid-1990s and early 2010s, Gen Z is characterized by their digital fluency, desire for authenticity, and their immense purchasing power.
In this article, we will explore how Gen Z influences brand marketing on social media, and what brands can do to effectively engage with this tech-savvy and socially conscious demographic.
Gen Z’s Preferences and Behavior on Social Media
Gen Z has grown up in the age of social media, where influencers have become major players in shaping consumer behavior. According to recent studies, 73% of Gen Z consumers prefer to discover new products through social media platforms, with 40% being more likely to purchase a product if it is endorsed by an influencer they follow. This highlights the significant role that influencers play in shaping Gen Z’s purchasing decisions.
One key aspect that sets Gen Z apart from previous generations is their desire for authenticity. They value transparency and are quick to identify inauthentic content and brand messages. Gen Z wants to see real people, real stories, and real experiences. They are attracted to influencers who are relatable, honest, and genuine.
The Rise of Digital Campfires
Gen Z is also eschewing traditional social media platforms for more intimate online destinations, where they can private message or connect either in micro-communities or larger shared experiences. These are called “digital campfires” and they include platforms like Fortnite, TikTok, YouTube, Discord, Twitch, and Clubhouse.
These platforms allow Gen Z to curate their own online personas and connect with like-minded individuals. They also offer opportunities for brands to create immersive and interactive experiences that can capture Gen Z’s attention and loyalty.
For example, hip-hop artist Travis Scott performed a series of five concerts inside the game Fortnite in April 2023, which was attended by more than 27 million players. Rapper Lil Nas X also hosted a two-day performance on the gaming platform Roblox in November 2023, which garnered more than 33 million views. These events demonstrate how brands can leverage digital campfires to create memorable and engaging moments for Gen Z audiences.
How Brands Can Succeed on Social Media with Gen Z
To effectively reach and resonate with Gen Z consumers on social media, brands need to adopt a few strategies:
- Partner with influencers who align with their brand values and have a genuine connection with their followers. While macro-influencers with millions of followers may seem like the obvious choice for brand collaborations, micro-influencers can offer a more targeted and authentic approach. Micro-influencers have smaller but highly engaged audiences, often within specific niches.
- Create user-generated content (UGC) campaigns that encourage Gen Z consumers to share their own stories and experiences with the brand. UGC allows brands to tap into the creativity and authenticity of their audience, fostering a sense of community and trust.
- Be present and active on digital campfire platforms, where Gen Z consumers spend most of their time online. Brands need to understand the culture and norms of these platforms, and create content or experiences that are relevant, entertaining, and interactive.
- Be transparent and socially responsible. Gen Z consumers care about the social and environmental impact of their purchases, and they expect brands to do the same. Brands need to communicate their values and actions clearly and consistently, and show how they are making a positive difference in the world.
Gen Z is a powerful and influential generation that is reshaping the landscape of social media and brand marketing. By understanding their preferences and behavior, brands can create meaningful connections and lasting relationships with this generation.