Three Things When Marketing to Millennials and Gen Z
Millennials and Gen Z’ers make up 63% of the world’s population, and while there’s no denying each generation has its own unique relationship with social media, both wield a significant amount of purchasing power. These two generations may have plenty of differences, but here are the top three things they have in common when it comes to what they expect from brands online.
Authenticity in the Time of Social Media
There’s an overwhelming amount of content posted to social media daily, and it’s all too easy for your message to get lost in the noise. Authenticity has become increasingly important for both Millennials, who are old enough to remember a time before social media, and Gen Zers, who have grown up in a digitized world. Both generations are heavily influenced by online advertising as well as the people they follow on platforms such as Facebook and Instagram. In fact, roughly one in five Gen Zers and Millennials have made a purchase inspired by a celebrity or influencer post.
Influencer marketing has become an important part of how both large and small brands connect with their followers and reach potential customers. If you’re looking to work with an influencer, it’s important to choose one who goes beyond reach and has cultivated a genuine connection and level of trust with their followers.
Cause Marketing Matters
Today’s brands don’t need to just reach their customers — they need to connect with them on a deeper level. People want to feel like they’re a part of something bigger, and 66% of consumers think brands should take a stand on social issues.
Sixty-four percent of consumers choose to switch, avoid or boycott a brand based on its stand on societal issues. From large companies like TOMS supporting COVID-19 relief efforts with every purchase, to local businesses like Fifth Group raising money to give back to various non-profit organizations through their community programs, brands are championing causes and building lasting relationships with their customers.
Engaging with an Online Community
One of the most important things for brands to remember is that social media is a two-way form of communication, not just a way to advertise your product.
Think about the last time you responded to an online review. Was it negative feedback? Just as customers are more inclined to leave a negative review, business owners are more likely to respond to negative feedback. That’s just a small part of why it’s so important to consistently reply to online reviews and comments, both negative and positive. Not only is it essential to keep tabs on your online reputation, your response may be the deciding factor between someone choosing your brand over your competitor.
Are you ready to start creating authentic content that turns followers into brand advocates and loyal customers? Let us handle it for you. We’ll take a deeper look at the analytics that drive your customer base and create content that turns casual likes into brand advocates. Contact us today to get started.
