Marketing to Gen Z: Writing Engaging Content That Resonates
Move other Millennials. Generation Z is here!
Born between the mid-1990s and mid-2000s, Gen Z is the latest generation to enter the consumer market. From universities looking to recruit new students to companies looking to attract the best young talent, it's essential to understand the preferences and consumption habits of Gen Z.
In this blog, we'll help you get into the Gen Z mindset and provide tips on how to create content that resonates with them.
What are the characteristics of Gen Z?
Gen Z is the first generation born and raised fully immersed in technology. They are more than just tech-savvy. They are incredibly connected to the digital world which significantly shapes their consumption habits. They naturally turn to online platforms for their shopping and entertainment needs, and their approach to media consumption is more interactive than previous generations.
They have grown up in a world focused on speed and convenience. Want to watch something? Use a streaming service. Want to order takeaway? Order it through an app. Want to find information quickly? Google it or search on TikTok.
Social media and messaging apps mean they are also the most connected generation, with 24/7 access to their peers and influencers. And guess what? This also influences their purchasing decisions.
Why Gen Z is different from other generations?
Gen Z is the most diverse generation in history and is more likely to embrace diversity and inclusion. They are also highly aware and conscious of social issues like sustainability, using their purchasing power to support causes they believe in.
50% of Gen Z-ers want brands to take a stance on social issues, particularly racial justice, LGBTQ+ rights, gender inequality, and climate change (HubSpot, 2022).
However, more is needed than just talking about these social issues. Brands need to live by their values and deliver on their promises. Why? Well, firstly, it's the right thing to do. But in the context of this blog post, another critical characteristic of Gen Z is how they value authenticity and transparency in the brands they interact with.
How to write engaging content for Gen Z?
To successfully reach and engage Gen Z, marketers and communications professionals must create content that resonates with them. Now an important point - this advice applies to every generation! You need to know your audience first. Their values, interests, passions and desires. Only then can you begin successfully creating motivational, useful or entertaining content. Once you know what matters to your audience, you can start influencing their decision-making.
Here is the strategic difference when it comes to Gen Z...what communications and marketing professionals need to wrap their heads around is Gen Z's media and content preferences. We're talking about mobile-first content tailored to the digital platforms that Gen Z-ers use. Your content needs to be short, easily digestible, and visually appealing.
The short and easily digestible element matters because Gen Z-ers have an attention span of 8 seconds (Forbes, 2022), whilst the visually appealing part’s important too because Gen Z-ers often look at more than 3 screens at once. That’s great for multitasking, but not so good if you want someone to fully engage with your content and messaging.
Tips for writing engaging content for Gen Z:
Break text up by incorporating visuals such as videos and images
Include interactive elements like polls and quizzes where possible to encourage active engagement
Incorporate humour and relatability into the content
Keep it short and to the point
Use the language of Gen Z to attract them to the content
Use catchy titles and headlines that grab their attention as people don't read content - they skim it
Use relatable stories to capture their attention
Conclusion
Changing to digital and mobile-first thinking can be difficult for many large or well-established businesses that have historically done things in certain ways. Does hearing someone say, "we've always done it this way", ring any bells?
Then there is the evolution in how the different social media and online community platforms work, plus the number of channels you need to cover. TikTok, BeReal, YouTube, Instagram, etc.
It's a lot. But you're not alone.
If you're ready to take the next step in creating an engaging content strategy for your organisation, then get in touch with Organic Content today. Let us help you develop a practical and effective content strategy for engaging Gen Z or create compelling content that resonates with your target audience.
