With the rise of Gen Z as a powerful consumer group, the world of brand content marketing is undergoing a seismic shift. This generation, the true digital natives, has grown up with technology at their fingertips. It’s shaping their preferences, behaviours, and expectations in unprecedented ways. If you want your business to survive in the coming years, you need to effectively engage with this group. By 2030, Gen Z will account for 58% of all consumers, so adapting your content strategy now is key to future-proof your business. Not sure how to create Gen Z content? Don’t panic!
Gen Z consumers aren’t the mystifying enigma some marketers fear them to be. Their values might be different, but with a little research and creativity, you can start developing a more Gen Z-friendly approach to your content strategy. To help you get started, we’ll explore some of the unique characteristics of Gen Z. We’ll also provide our top tips on how to craft content that speaks more effectively to their needs.
Who is Gen Z and what makes them unique?
Understanding your audience is the first step to creating effective Gen Z content. So, let’s learn a little bit more about this interesting bunch. Typically considered to be those born between 1997 and 2012, Gen Z is a generation that has never known a world without the Internet or smartphones. This distinction alone sets them apart from Millennials and Boomers, who came of age before everyone had a small screen in their pocket with access to the sum of all human knowledge. It would be reasonable to presume that this globally transformative technology has impacted Gen Z’s values, beliefs, and habits. And the data suggest that yes, it has.
Gen Z is quite a different cohort from the Millennials that preceded them, and even more so the generation before them (the Boomers). This is reflected in their consumer habits, which are markedly more conscientious than those of previous generations. How they behave online is also quite different to other groups. The way in which they interact and engage with content may be unfamiliar to marketers used to targeting older generations.
Interesting Gen Z facts
Here are some interesting facts and quirks about Gen Z that marketers can use to inform their content strategy:
- According to a recent survey, the majority of Gen Z consumers are more likely than previous generations to say that it’s important for them to purchase from brands and companies that are authentic, transparent and sustainable.
- It’s clear that values are big for Gen Z. This means that they prefer to buy from brands that align with their own beliefs. As much as 73% of this highly principled generation say they will only buy from brands they believe in.
- Interestingly, Gen Z is one of the most educated generations to date. They are far more likely to enrol in third-level education between the ages of 18 and 21 in comparison to previous generations when they were the same age.
- When it comes to social media, the most popular platforms for Gen Z are as follows (in descending order): Youtube, TikTok, and Instagram.
- True to the stereotype of their short attention span, 61% of Gen Z prefer watching very short videos online (less than a minute) compared to longer ones.
- Gen Z doesn’t just use social media for posting photos and videos. 97% say it’s their go-to source for researching a potential purchase. Furthermore, 83% say they have actually bought something via a social media platform.
- Self-expression is a major part of the Gen Z approach to life. 70% of them believe it’s important to have the freedom to express their unique identity.
- According to a report by Kantar, Gen Z values raw, authentic expression over the curated perfection of the Millennial world. Kantar identifies this visual aesthetic as “messy realness”.
So, what does all of this mean for your content strategy? Let’s explore how you can start to tailor your content for Gen Z.
How to develop an effective Gen Z content strategy
Creating a strong content strategy necessitates an understanding of your audience’s needs and preferences. Using what we know about this enigmatic generation’s values and online habits, let’s draw a picture of your typical Gen Z audience.
- Digital natives. Gen Z was raised with technology and easily navigates the online world.
- Short attention spans. Gen Z prefers to consume content in quick, bite-sized pieces.
- Authenticity seekers. Gen Z values genuine connections and looks for authenticity in the brands they engage with. This goes as far as to inform their purchasing decisions and their preferred aesthetic.
- Socially conscious. Gen Z is highly aware of social and environmental issues and expects brands to share their values.
Now that we have a better understanding of our audience, we can start to build an effective brand content marketing strategy that touches on their values, interests, and habits. The next step is to start developing content that appeals to Gen Z. Here are some of our top tips to get you on the right track.
Create authentic and transparent content
Gen Z craves authenticity, so your content should be honest, relatable, and genuine. Share your brand’s story, values, and mission to create a deeper connection with your audience. Make sure to be transparent about your company’s practices, sourcing, and sustainability efforts. Don’t hide behind generic, corporate-speak.
Write in a conversational tone
Gen Z prefers content that feels like a conversation rather than a formal lecture. When crafting written content, use a friendly and approachable tone. Write as if you’re speaking directly to your audience, incorporating casual language, humour, and relatable references. This will help create a stronger connection with Gen Z readers and make your content more engaging.
Use emotive storytelling
Stories are more personal than facts and figures, so focus on creating content that tells a story and stirs emotion. Appeal to the heart and not just the head and you’ll be on to a winner.
You can easily do this through case studies, customer testimonials, or narrative-driven blog posts. You can also feature stories from industry experts and employees to showcase the human side of your brand.
Employ scannable and mobile-friendly formatting
Since Gen Z often consumes content on the go and prefers shorter content formats, it’s crucial to make your written content easily scannable and mobile-friendly. Break up long paragraphs into shorter sections, use bullet points or numbered lists, and incorporate subheadings to organise your content. Additionally, ensure your website and content are optimized for mobile devices. This is because Gen Z is more likely to read content on their smartphones than on a desktop computer.
Use value-driven language
When writing copy for Gen Z, focus on communicating the value your product or service provides and how this speaks to their own values. Think sustainability, social impact, and personal expression. Use powerful action verbs and emotive language to convey a sense of urgency and inspire them to take action. Include social proof, such as testimonials, ratings, or influencer endorsements, to reinforce the credibility of your claims. That being said, don’t resort to tokenism – Gen Z can smell it a mile away.
Incorporate memes, slang, and pop culture references
Gen Z has a strong connection to Internet culture, which includes memes, slang, and pop culture references. When appropriate, incorporate these elements into your copy to create a sense of familiarity and relatability. Use popular phrases, trending hashtags, or viral memes to grab their attention and demonstrate that your brand can talk the talk. However, stick to references that are relevant and feel genuine, and don’t be a try-hard.
Optimize content for Gen Z’s preferred platforms
Since YouTube, TikTok, and Instagram are the top platforms for this generation, prioritise these channels when creating and distributing content. Adapt your Gen Z content to each platform’s unique formats and features. For example, create short-form video content for TikTok, visually striking images for Instagram, and longer, informative videos for YouTube.
Leverage visual content and storytelling
Gen Z’s preference for visual content means you should focus on creating engaging visuals. This includes videos, images, infographics, and GIFs to go along with your text-based content. Combine visual storytelling with informative content to make it more memorable and shareable.
Embrace “messy realness”
Gen Z values raw, authentic expression over polished perfection. Embrace the “messy realness” aesthetic by showcasing the human side of your brand. Feature your employee’s personal experiences, give a glimpse behind the scenes, and share candid moments from your brand’s journey. This approach helps to create a more relatable, genuine connection with your audience.
Encourage user-generated content and engagement
Gen Z values self-expression and individuality. Encourage user-generated content by running contests, featuring customer stories, or creating interactive campaigns. Engage with your audience by responding to comments, asking for their opinions, and giving them a sense of ownership in your brand.
How a creative content agency can help you reach Gen Z market
Alright, so you’re on board with targeting Gen Z, and you’re feeling motivated to create incredible content. But maybe you’re still not quite comfortable speaking their language or don’t have the bandwidth to handle all the tactics we just discussed. No worries, that’s where a content strategy agency can swoop and handle the hard work for you. Professional content strategy and copywriting services are a great way to skip the learning curve and get straight down to creating Gen Z content. Here are some of the things a great content agency can help you with.
Developing a stronger Gen Z game plan
Navigating the Gen Z world can be like learning a new dance, but a creative marketing agency has already perfected the moves. Their expertise in content strategy services means they know the latest trends, platforms, and techniques. This will be indispensable to helping you create a content plan that vibes with this digital-native generation.
Learning how to use the right tone and language
Gen Z has their own unique lingo and tone. A creative content agency’s content writing services can help you master it. They’ll help you craft persuasive, value-driven copy that taps into the Gen Z psyche, even if you’re unsure where to start. Expert copywriters know how to blend memes, slang, pop culture references, and emotional language in a way that feels natural and appropriate.
Boosting your SEO to reach Gen Z
A creative content agency understands the importance of SEO in making your content discoverable by your target audience, including Gen Z. With their expertise in SEO best practices, they’ll optimize your content with relevant keywords, meta tags, and structured data to improve your search engine rankings. They’ll also help you develop an SEO-friendly content plan that focuses on topics and formats that appeal to Gen Z. This will ensure your brand becomes more visible and accessible to them in search results.
Creating engaging and shareable content
A specialist content marketing agency knows the secret sauce to create content that Gen Z will not only love but also share with their peers. Experienced content writers know how to create pieces that encourage readers to click the share button and start the viral loop. They’ll help you tap into viral content trends and come up with creative ideas that make your content irresistible to Gen Z.
Speeding up your content creation process
Gen Z values fresh, up-to-date content, and a creative content agency can help you churn it out quickly. They’ll create a streamlined workflow, manage deadlines and approvals, and handle all the moving parts related to content creation. This way, you can produce high-quality content in a fraction of the time.
Future-proof your brand by keeping up with Gen Z
Mastering the Gen Z content game might feel a little unfamiliar at first, especially if you’re used to targeting older generations. But when you get it right, it can be extremely rewarding. Ultimately, it might be the difference in your brand surviving or sinking in the future.
But if you’re still not confident in your ability to produce Gen Z content, then a creative content agency can help you navigate the waters. From developing a tailored content strategy and crafting persuasive copy to optimizing your SEO for better visibility, a strategic content marketing company can help you foster lasting connections with the Gen Z market.
Ready to take the first step in winning over the Gen Z audience? Reach out to VAMS today. Our team of content and copywriting experts will help you create a content strategy that speaks to the hearts and minds of Gen Z. Contact us now to get started!