How To Pass The Vibe Check: 7 Tips For Marketing to Gen Zs
So, you’re looking for ways to target Gen Z-ers, but don’t know how?
Or maybe you’ve tried, but just can’t seem to make them tick. For those of you who think all that’s required is chucking in a few slang words here and there, you’re sorely mistaken. Gen Z-ers grew up with technology and the world of digital, so they’re arguably the most clued-in when it comes to online persuasion techniques.
Do you know what that means?
You’re going to have to try a little bit harder and think more creatively to convince them that your product or service is worth it.
Today’s your lucky day; because as a member of Gen Z myself, I’ve got the inside scoop on what will boost your chances of appealing to Gen Z-ers.
Get comfortable, and let’s dive right in, shall we?
Gen Z Marketing Checklist
The last thing we want to do is make your head spin with overwhelming information, so we’ve put together a checklist of some ideas and tactics to incorporate into your Gen Z marketing strategy. You’re welcome, by the way!
1. Be Authentic and Transparent
Gen Z is all about that authenticity and transparency. They can sniff out fakers from a mile away, and they won’t hesitate to call you out on it. So, be real with them. Use your social media channels to give them a behind-the-scenes look at your brand, show them the faces behind the products, and let them in on your brand values. When you’re transparent and authentic, you build trust with your Gen Z audience, which is essential to building brand loyalty.
Don’t believe us? Read about the latest de-influencing trend on TikTok in our blog, which highlights how users are becoming increasingly cynical about influencer marketing and the products that influencers promote on social media.
2. Use Social Media Strategically
Speaking of social media, it’s the go-to platform for Gen Z consumers who spend hours scrolling through Instagram, TikTok, Facebook and more. To effectively market to Gen Z, you need to be where they are.
But, it’s not just about being on social media; it’s about using it strategically. Make sure your content is visually appealing, and use humour and maybe the occasional meme to connect with your audience. Just make sure your content aligns with your brand values and resonates with your audience.
3. Optimise for Mobile
Gen Z is a mobile-first generation. They use their smartphones for everything from shopping to socialising. So, make sure your marketing strategy is mobile-friendly. Use responsive design for your website and make sure your content and ads are optimised for both desktop and mobile devices.
Not only will mobile optimisation help you appeal to Gen Z, but it will also help your search engine rankings. This is due to Google using a mobile-first indexing system, which means that it primarily looks at the mobile version of a website when determining its search engine ranking. If your website isn’t optimised for mobile devices, it can negatively affect your ranking.
At the end of the day, Google wants to provide the best user experience possible, and if your website is difficult to use on a mobile device, it won’t be considered as relevant or useful to users. On the other hand, if your website is mobile-friendly, Google will recognise that it provides a good user experience and will reward you with a higher ranking.
4. Embrace Diversity and Inclusivity
Diversity and inclusivity are essential to Gen Z. They want to see brands that are inclusive and representative of all people. Make sure your marketing campaigns are diverse and feature people from different backgrounds, races, genders, and abilities, but don’t make it seem tokenistic. Make it a part of your brand culture and values to show that you truly care beyond simply ticking a box.
5. Avoid Performative Activism
Younger generations are often more passionate and vocal about social issues, but it also means they’re pretty good at smelling a rat.
They want to see brands taking a stand on issues like climate change, racial justice, and LGBTQI+ rights, but if you aren’t actually practising what you preach, it will do you more harm than good.
For example, don’t claim you’re using sustainable manufacturing practices for the clout (a.k.a. Good press) when in reality, you’re not. Chances are, the truth will come out and the result will not be pretty.
6. Know How We Speak
You want your brand to be relatable to Gen Z-ers, so you don’t want your copy to come across as too formal and outdated.
Here are some of the words or phrases you might see in a Gen Z-ers vocabulary:
- It’s ‘giving’
- Bussin’ (great)
- Lives in my mind rent free
- Main character energy
- Sheesh (use to express when you’re shocked or impressed by something)
- Pop off
- The tea (the gossip)
- Finna (getting ready to do something)
- CEO of _____ (the best at what they do)
- Hot girl walk
- Hot girl summer
- Mid (mediocre)
- Passed the vibe check
- Tfw (that feeling when)
- Fit (short for outfit)
- Fr (for real)
- BFFR (be f___ing for real)
- Rt (retweet, meaning you agree with something)
- Bet (sure thing)
- No cap (we’re not lying)
And so much more!
Use these words sparingly for maximum effect and to avoid sounding, well, cringe. Gen Z-ers are also fluent in Emojinese (as far as I’m concerned, it’s an official language!), so it could be a good idea to include some relevant emojis, for example, in your ad copy. This will add more personality to your content and add a playful side to your brand.
7. Offer Personalised Experiences
Like most people, Gen Z-ers don’t want to be treated as a generic consumer. They want to feel like they’re part of something special. Use data and technology to create personalised experiences for your Gen Z audience.
For example, use their past purchases and browsing behaviour to recommend products they might like through retargeting ads. Send them personalised emails and messages and make sure you offer top-notch, responsive customer service.
People talk, and if your customer service is, quite literally, trash, then be prepared for the word to get around and turn other people off your brand!
Brands That Get It…Get It
There’s nothing wrong with taking a bit of inspiration from the brands that are killing it in the Gen Z marketing game! Here are some of our top picks:
Brands that are diverse and inclusive tend to do pretty well these days, and Fenty Beauty is no exception. Right from the beginning, Fenty Beauty made inclusivity a priority. The initial launch already included 40+ foundation shades to cater to a variety of skin tones. Similarly, Rihanna’s Savage x Fenty lingerie line stocks a range of sizes so that everyone can enjoy the brand.
It’s not just inclusivity that makes Fenty Beauty so appealing to Gen Z-ers, though. Just take a look at the brand’s playful and memorable product names, such as:
- ‘Melf Awf’ Cleanser
- ‘Watch Ya Tone’ Dark Spot Serum
- ‘Flyliner’ Liquid Liner
- ‘Butta Drops’ Whipped Oil Body Cream
Hilton Hotels recently launched a 10-minute TikTok ad to promote the franchise and it was a massive success. One of the reasons why it was such a hit was because the ad capitalised on current trends, Gen Z humour and more. You can read more about it in our blog where we unpack the iconic ad in detail.
Duolingo has an impressive 6.2 million followers on TikTok – and it’s not just due to people’s passion for learning languages. The TikToks on Duolingo’s page make use of trends, popular audio and a whole lot of humour and memes to attract its target audience. Besides posting sometimes ‘unhinged’ videos, the account managers also take the time to respond to comments to boost engagement and build relationships with their followers.
Want to Make an Impact on Gen Zs? Then You Need First Page – No Cap.
First Page knows what’s up when it comes to reaching Gen Zs. With our cutting-edge marketing strategies and deep understanding of trends, we’ll help create content that speaks directly to this demographic in a way that’s authentic and engaging.
Whether you’re looking to strengthen your brand’s overall online presence, launch a new product, or better connect with your Gen Z audience on social media, First Page has got your back.
So, if you’re ready to level up your marketing game and connect with this profitable generation of consumers, be sure to hit us up.