Many of the audiences today that consume digital content are Generation Z. Generation Z (born between 1995 and 2012) is the newest wave of young audiences. They are dominating the online marketplace since they receive most content online. From textbook content to entertainment and lifestyle trends, they are the digital natives that rely on the Internet for almost everything they do. It means a lot to marketers and digital content creators.
According to 99 Firms, 74% of Gen Z-ers spend their free time online. 59% use their internet-connected devices for access to entertainment. On the other hand, PewResearch reports concluded that 95% of today’s teens have or can access a smartphone. It’s no doubt today’s Gen Z-ers spend more time online and on-screen via multiple devices, from tablets to desktops or smartphones. They are just different in the demographic cohort and other generations.
As a marketer putting more content on a content creator platform or social media, grabbing the attention of Gen Z requires more strategy. Here are must-consider tips to craft a working marketing strategy for your next move:
Use The Power of Video
If you want to target Gen Z audiences, you must consider utilising video content in particular. Video can be a powerful marketing tool (when done right) since it allows you to connect with young viewers on a more personal level. It also never fails to showcase a brand and make communities that evolve around a product, trend or brand. However, make it short yet impactful, relatable and authentic.
Have a Strong Presence On Social Media
Whether you’re targeting Chinese Gen Z audiences or more international ones, there’s no denying social media are your powerful platform through your marketing. Gen Z prefers to spend time on social media platforms since it keeps them connected (and at the same time consumes content) all the time without reaching out individually. They are concerned with having the capability to express themselves on the platform vocally.
However, not all platforms are created at an equal level since some are more popular than others. On the other hand, you need to consider figuring out relatable and trustworthy content while making the most out of complying with algorithms. Nevertheless, a strong presence on these popular platforms will be your best foundation to garner more attention. Here are a few ideas to maintain organic growth on social media:
1. Maintain constant contact with your target audience
2. Maintain your content technical
3. Create a simple yet visual-appealing content
4. Use links when publishing content
5. Make your content interactive and engaging
6. Always be open to testing newer content formulas
7. Think outside the box
Determine Your Brand Personas
It’s often a growing challenge for many marketers and businesses to determine what type of content would fit well with younger audiences and Chinese consumers. Since they are tech-savvy and growing in high numbers with different interest points, it’s a constant struggle to ensure definite content that will work for them. However, knowing your persona is one way to achieve content that works on a diverse demographic cohort.
To craft a persona or analyse yours, you need to determine what the audience wants or seeks. You can delve deep into customer data, conduct polls or surveys to know what your target audience seeks related to your niche. Know their emotions, likes and dislikes and what content they consume the most. If you have gained the knowledge, you can craft an approach for creating content that offers a solution to their needs.
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