Monday, August 14, 2017

YOUR Successful Gen Z Marketing Campaign?

Last year, for the first time ever, the amount spent on digital advertising surpassed that spent on television ads..

This year, that trend is expected to continue. Last year, Facebook made over $26 billion in revenue, a number that exceeded analysts’ expectations and that represented a $9 billion increase over the previous year.

The driving force behind both of these trends is the fact that the world’s biggest and most beloved brands have turned to social media marketing in order to reach prospective customers.

According to an article in AdAge, even traditionally conservative brands have come to realize that social media marketing is the future. As AdAge journalist Deborah Williamson notes, “Brands like Citi have come to realize that the traditional way of thinking about video as merely a 30- or 60-second TV spot is outdated.”

Social media has become popular with brands because they are only able to reach younger audiences online. When members of Generation Z consume content, they do it on a smartphone, not through a television. For brands to stay alive, they must learn to create social media content that appeals to Gen Zers.

This article offers marketers 5 tips on how to do just that.

1. Invest In Interactive Technologies

Brands that already appeal to Gen Zers have created powerful social media campaigns that drive awareness on a social media platform, and then motivate Gen Zers to take an action that brings them in contact with interesting technologies.

American Eagle’s Aerie sub-brand is a good example of this. The company used social media to promote the launch of a new chatbot called This or That. The simple interface allowed users to select the clothing style that best suited them. Eventually, the chatbot recommended a product to purchase.

Aerie coupled this social media campaign with a PR campaign called “#aeriereal.” The campaign encouraged young women (especially Gen Z shoppers) to adopt a positive image about their bodies. This well-thought-out social media campaign included multiple elements designed to appeal to the Gen Z buyer.

It was a mobile-first campaign that was promoted through social media. The campaign featured a positive message for impressionable young buyers, and brought that message home through a piece of interactive technology based on a popular messaging platform used by Gen Zers.

2. Feature-Diverse and Gender-Neutral Subjects

Members of Generation Z are more diverse than any other generation, and they also have different attitudes about gender than their forebears. Gen Zers are less likely to embrace binary gender categories, and are more comfortable with gender ambiguity than other generations. Brands that want to engage Gen Zers on social media should reflect these sentiments in social media content.

The examples above are taken from YouTube’s Instagram account. The content features ethnically diverse subjects, many of whom are expressing their support for the LGBTQ community.

3. Analyze Brands Gen Zers Already Love

Marketers who take the time to identify and analyze social media content produced by brands that are already succeeding with Gen Zers will be able to quickly create content that engages this target audience.

To get started, take a look at the content produced by Nike, YouTube, Oreo, Google and Gatorade - all brands Gen Zers love - to see how these companies use social media content.

When analyzing these companies, it’s best to look at profiles on Snapchat and Instagram, since Gen Zers prefer these social media platforms over Facebook and Twitter. It may make sense to invest in an Instagram analytics tool, in order to understand how other brands are successfully engaging members of Gen Z.

4. Select Social Media Platforms Wisely

As was mentioned above, Gen Zers love social media, but they don’t love all social media platforms.

For example, Gen Zers spend relatively little time on Facebook, LinkedIn and Twitter. However, they spend an inordinate amount of time on Snapchat and Instagram. In addition to traditional social media networks, Gen Zers use messaging platforms like Kik, Line, WhatsApp and Facebook Messenger.

When trying to create a social media strategy that appeals to members of Generation Z, it’s important to focus primarily on Snapchat and Instagram. For marketers with bigger budgets, it may also make sense to dive into messaging platforms with the help of chatbots, as American Eagle did in the example above.

5. Include Paid Elements To Accelerate Engagement

Even the best marketing campaigns can benefit from paid advertising elements to improve reach and accelerate engagement. Brands interested in targeting Gen Zers should consider investing in paid social media ads on platforms like Snapchat, Instagram and YouTube to better engage this demographic.

When creating social media ads for Gen Zers, remember that this demographic prefers ads that reflect life as it is, not an idealized version of it. One study found that about 75% of Gen Zers prefer ads that “show real people in real situations.” Similarly, about 70% of respondents said they disliked ads that idealized life.

Guest Authored By Deep Patel. Deep is the Founder of Owl Metrics, a serial entrepreneur, marketer and bestselling author of A Paperboy’s Fable: The 11 Principles of Success. The book was dubbed the #1 best business book in 2016 by Success Magazine and named the best book for entrepreneurs in 2016 by Entrepreneur Magazine. Also recognized as a top 25 marketing influencer by Forbes, He has worked with VC-backed startups to Fortune 500 companies. He's am also a contributor at Forbes, Entrepreneur, The Huffington Post and Success Magazine. Follow Deep on Twitter.

"Generation Z has different media consumption habits than previous generations. Because of this, marketers need to focus on building social media campaigns that are mobile, diverse and realistic.

Social media managers should research how brands like YouTube, Nike and Oreos (among others) are able to connect with Gen Zers, and may also want to invest in technologies that allow members of Gen Z to shop through mobile or messaging platforms.." -Deep Patel

    • Authored by:
      Fred Hansen Pied Piper of Social Media Marketing at & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
    Follow Me Yonder..                     Instagram

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