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What are the most effective ways to target Gen Z on social media?

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Gen Z, the generation born between 1997 and 2012, is the largest and most diverse cohort of consumers in history. They are also the most active and influential on social media, where they spend an average of three hours a day. If you want to reach and engage this audience, you need to understand their preferences, values, and behaviors on different platforms. In this article, we will share some of the most effective ways to target Gen Z on social media, based on marketing research insights.

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Park Thaichon

??Consumer Behaviour Expert | Not Yet a Professor | Chief Executive Housekeeper
Saurabh Natu

IIMB | TAS | ABG | JSW | L&T | Gold Medalist | Strategy Head | ex Brand Head | CFA L1

1 Know their platforms

Gen Z is not a monolithic group that uses the same social media channels for the same purposes. They are savvy and selective about where they spend their time and attention, and they switch between platforms depending on their mood, interests, and goals. For example, they may use Instagram for inspiration, TikTok for entertainment, YouTube for learning, Twitter for news, and Snapchat for communication. To target Gen Z on social media, you need to know which platforms they use, how they use them, and what kind of content they expect and respond to on each one.

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Anurag Salunke

Neuromarketer | Designer of the logo of Prestigious Savitribai Phule Pune University (75th Anniversary) | Consumer Behaviour | PhD Scholar | TATA
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Depends largely on one's end goal. Few of the neuromarketing assets that have proved fruitful for content creators are reels with the start & end points bridged smoothly and a engaging audio magnified with reference to the main video dynamics.

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2 Create authentic and relevant content

Gen Z values authenticity and relevance more than anything else when it comes to social media content. They are not interested in polished and scripted messages from brands, but rather in real and relatable stories from people they trust and admire. They also want to see content that reflects their identity, culture, and values, and that addresses their needs, challenges, and aspirations. To target Gen Z on social media, you need to create content that is genuine, personal, and meaningful, and that showcases your brand personality, purpose, and values.

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3 Encourage participation and co-creation

Gen Z is not a passive audience that consumes social media content, but rather an active and creative one that produces and shares it. They enjoy expressing themselves, collaborating with others, and influencing their peers and communities. They also appreciate brands that invite them to participate and co-create in their social media campaigns, rather than just telling them what to do or buy. To target Gen Z on social media, you need to encourage participation and co-creation, by asking for their feedback, opinions, and ideas, by offering them opportunities to create and submit their own content, and by rewarding them with recognition, rewards, and incentives.

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Park Thaichon

??Consumer Behaviour Expert | Not Yet a Professor | Chief Executive Housekeeper
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An effective strategy to encourage participation and co-creation is to engage an influencer who aligns with the target market. Crafting posts with the right language and images that resonate with the target audience can significantly boost interaction levels, including comments, shares, and reactions. Another successful strategy involves utilizing the live-streaming approach. Live streaming is the real-time broadcasting of video and audio content over the internet, with the audience watching as it happens. This method is particularly popular in Asia, especially among smaller online retailers. The fear of missing out (FOMO) among customers when others are live shopping can play a crucial role in driving more live purchases and interactions.

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4 Leverage influencers and micro-influencers

Gen Z trusts and follows influencers and micro-influencers more than celebrities and traditional media sources. They see them as relatable, credible, and inspiring role models, who share their interests, passions, and lifestyles. They also value their recommendations and endorsements more than any other form of advertising. To target Gen Z on social media, you need to leverage influencers and micro-influencers, by identifying and partnering with the ones that match your brand values, goals, and audience, by providing them with creative freedom and support, and by measuring and optimizing their impact.

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5 Adapt to changing trends and preferences

Gen Z is a dynamic and diverse generation that is constantly evolving and adapting to the changing world. They are always on the lookout for new and exciting trends, experiences, and opportunities on social media, and they are quick to adopt and abandon them. They are also aware and concerned about the social and environmental issues that affect them and their future, and they expect brands to be responsive and responsible as well. To target Gen Z on social media, you need to adapt to changing trends and preferences, by staying updated and informed, by testing and experimenting, and by being flexible and agile.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Saurabh Natu

IIMB | TAS | ABG | JSW | L&T | Gold Medalist | Strategy Head | ex Brand Head | CFA L1
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In today's world of marketing, the word 'targetting' has been used quite flippantly. If you are a Gen Z person and you realise here's someone who is wanting to 'target' you through social media, how would you feel? People don't like to be targeted by others. That is not what they are for on social media. They are here because they want to express themselves and be heard and seen, not targeted. So the 'intent' has to be pure. Intend to connect, network, understand Gen Z on social media, get a glimpse into their problems and lives and offer solutions. 'Targeting' them with something that your company has but something that is not relevant to them will only lead to disengagement with the social media platform as well as your brand.

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What are the most effective ways to target Gen Z on social media?

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1 Know their platforms

2 Create authentic and relevant content

3 Encourage participation and co-creation

4 Leverage influencers and micro-influencers

5 Adapt to changing trends and preferences

6 Here’s what else to consider

Marketing Research

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