If you are between 17 – 27 years old you belong to Z Generation ?
The experts characterize the Z generation, born between 1990 and 2000 (although some detractors say that the correct period is between 1995 and 2012), entrepreneurs, ambitious, multiculturally, totally integrated by the technology, trendies…
But, what represents for real the Z Generation to marketing professionals?
Z Generation represents a people group even larger than the “Y” Generation or Millennial (mine!), they spend a 74% of their time online. Social Media are to most used platforms by this group, so it converts to the work scene of every “e-marketer”. Therefore, I show you my 5 suggest of marketing, especially designs to work in Social Media, with the objective to arrive at Z Generation:
The mobile as an arm extension. Z Generation is, with no doubt, the most technologically integrated generation and the closest to the use of mobile. It is why, when we design content, is essential to design it especially to visualize it by a screen with a maximum of 6,3 inches (until now, Samsung Galaxy Note 8, is the biggest screen mobile in the market).
Influencers. A word increasingly used, not only in the digital environment but also in massive media like magazines or television. They are the icon of a million of followers in Social Networks like Youtube. To meet those influencers and to use it, in the best sense of the word, makes you be closer to this Z Generation.
Talking about Youtube… with Z Generation we face to people accustomed to the multiscreen, this means they cannot concentrate watching a film in front of the television during 2 hours or more, at the moment they lose interest, they start to put other screens in front of them, the tablet, the mobile… But some different happens with Youtube, there they watch viral contents with no more than 10 minutes, then they can spend a lot of time browsing on Youtube. So, work hard on your Youtube content strategy and convert yourself to the king or queen of Z Generation.
Multiculturalism. Do you remember on the 50s or 60s, every advertising on tv showed a “perfect family”, in which every member had their white skin, blond hair and blue eyes? Well, that thing must stay in old history of advertising. Z Generation is multiculturally from born, so when you create quality content remember to do it in an ethnic diversity dimension, both graphic content and text content.
Instagram Stories: from its launching in August 2016, and at the risk of looking like a copy of Snapchat story-telling system, it converts into a popular media between Z Generation members, with more than 40 millions of users. So…
..if your objective is to arrive at Z Generation, hurry up with your Instagram Stories campaigns and potentiate your brand with the different tools that Instagram is putting within reach.
Finally, I let you enjoy with these two “bonus track”. First, the “Face Swap” marketing campaign wich Netflix realized in different places of France. It caused an incredible impact in social media, most of the interaction of Z Generation members who shared a lot of pictures of this “#NetflixSwap”. By the other hand, here you have “It’s lit”, a guide of “cool” things according to Z Generation created by Google, definitely a good instruction book to marketers. Enjoy it!