Once-reliable media channels that used to work alone or in tandem to reach younger demographics aren’t quite doing the trick anymore for marketers trying to capture Gen-Z’s attention. Since birth, Gen-Z consumers have been exposed to a constant stream of content, advertising and rapidly evolving technology, so to stand out and engage this demographic, marketers and advertisers must take innovative approaches.
Here, 17 members of Forbes Communications Council share successful and effective strategies to capture the attention of Gen-Z audiences and captivate them with compelling content.
1. Prioritize ‘Brand Listening’ Over Storytelling
Gen-Z seeks authentic narratives over passive ads. Rather than just broadcasting, brands should carve out spaces where this demographic can co-create, share and learn. Prioritize “brand listening” over mere storytelling: Tap into user-generated content and feedback to grasp their evolving tales. This shift from “tell” to “involve” and “empower” transforms users from mere viewers into brand co-authors. – Harshida Acharya, Fulfillment IQ
2. Emphasize Purpose-Driven Marketing
First, to effectively engage Gen-Z audiences, embrace social media platforms where this demographic spends significant time. Create authentic, relatable content that resonates with their values and interests. Utilize influencers who have a genuine connection with Gen-Z. Emphasize purpose-driven marketing, as Gen-Z appreciates brands that align with their social and environmental values. – Antony Robinson, Novalnet AG
3. Utilize Digital Out-Of-Home Ads
Digital out-of-home advertising is a great way to connect with younger audiences. When it comes to Gen-Z, the majority of them have a positive opinion about OOH—the most of any advertising format. OOH exists passively in the physical world, giving Gen-Zers a sense of control when it comes to which ads they see. OOH ads are less disruptive than, say, a non-skippable video ad playing over a YouTube video, but they make a strong impression. – Leslie Lee, Vistar Media
4. Use Technology To Understand Where Audiences Are
If you use technology to understand how an audience shapes itself, you will never be behind. If we build algorithms that identify where people spend time online, we are capable of building and managing an ever-changing media mix to reach Gen-Z. If we use traditional media models and try to figure out where people are going, we are playing the equivalent of whack-a-mole. – Bob Pearson, The Bliss Group
5. Partner With Micro-Influencers
Partnering with micro-influencers is more natural than running a paid ad. You can align your brand with an influencer who is an expert in your industry on social media. Influencers are connected to these audiences more than you are. Let them naturally promote your services and products to their audiences. – Dana Nowick, The Spaventa Group
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
6. Communicate Your Product’s Benefits; Generate Reviews
Gen-Z shoppers tend to do their own research and rely on product information (regarding ingredients or sustainability, for example) and product reviews. Focus energy not only on communicating your product’s benefits and your unique way of helping reduce environmental waste, but also on generating honest reviews for your products on owned pages, review sites and shopping sites. – Tom Treanor, Snipp Interactive
7. Tell A Compelling Story
Gen-Z—more than any other generation—is searching for meaning. The story you’re telling is as important as the places you tell it. If you can clearly and authentically establish your brand’s purpose and find compelling, emotive and creative ways to articulate this, you have more chances to stand out and build connections. Tell those stories consistently across the full range of media Gen-Z uses. – Nina Etienne, SumUp
8. Know Where Your Audience Is Consuming Content
Marketing has become more about attention first. Brands have to recognize where their target audience is consuming content, what they value and how they engage. Video content and social media have become more popular among younger generations, and brands should be engaging directly through their channels of choice. – Gaurav Bhatia, PenFed Credit Union
9. Understand The Core Of The Gen-Z Mindset
To reach your target audience, you need to meet them where they are. The digital era dictates those paths faster than ever, but to get Gen-Z’s attention, you must penetrate to the core of their mindset and how they think—often portrayed as tech-savvy, diverse, progressive and entrepreneurial. Having those key parameters in mind, you can adjust your promotional activities accordingly. – Dora Hrkac, Esyasoft Technologies
10. Keep A Pulse On Social Media Trends
My advice is to keep a pulse on social media trends. For instance, marketers can identify trending topics using social listening, then engage in the comment section and create attention-grabbing content that has a higher likelihood of capturing Gen-Z’s attention. Similarly, marketers should determine which platforms their demographic is most active on and concentrate their efforts there. – Jamie Gilpin, Sprout Social, Inc.
11. Craft Engaging Messaging That Elicits Action
While it’s important to make sure your marketing is on the right platform(s) to reach Gen-Z, it’s still even more vital to have an engaging message to grab their attention and elicit action. With such a fragmented media environment, it’s easy to get caught up in just having a presence on new platforms, rather than delivering compelling marketing content. – Tom Wozniak, OPTIZMO Technologies, LLC
12. Create Short And Catchy Content
Regardless of the channel, short, catchy content is needed to capture the attention of younger audiences who are overloaded with messaging and content. Many of the channels that are emerging today prioritize this kind of content anyway. – Roshni Wijayasinha, Prosh Marketing
13. Embrace Digital Platforms; Stay Adaptable
Gen-Z practically lives on social media, so having a strong presence on platforms such as TikTok, Instagram and Snapchat is essential. Advice? Embrace digital platforms, be purpose-driven, personalize content, stay adaptable and tell compelling stories. Authentically engage on the channels Gen-Zers use, align with their values and focus on individuality to capture their attention. – Matt Bergmann, Republix
14. Work With Content Creators Who Align With Your Brand
Work with content creators who are crafting messages that not only align with your brand, but also reach your brand’s target Gen-Z audience. The creator has already built their audience, (whether it’s on TikTok, Instagram or anywhere else), so your next step is to collaborate on a marketing campaign that speaks to the community they’ve created—wherever that community is found online. – Melissa Kandel, little word studio
15. Leverage The Value Of Word-Of-Mouth
Gen-Zers are discovering new brands on social media and via word-of-mouth from their peers. Smart marketers are, therefore, not only investing in influencer marketing campaigns on TikTok and Twitch, but also activating brand lovers as advocates to engage with younger audiences online and offline. – Rafael Schwarz, TERRITORY Influence (a Bertelsmann group company)
16. Engage Actively On TikTok
To effectively capture Gen-Z’s attention, marketers must adopt multiple strategies to reach Gen-Z users and create a lasting impact on them. This includes engaging actively on social media platforms such as TikTok, establishing clear brand values that resonate with Gen-Z’s personal values and fostering authentic and relevant brand-consumer relations. – Vikas Agrawal, Infobrandz
17. Always Show Up Authentically
It’s no longer just about showing up on a channel—you need to do so authentically. The reason channels aren’t working as effectively anymore isn’t just that the media environment is fragmented; it’s also because Gen-Z has become even savvier when it comes to discerning authenticity in advertising. Don’t just look to channels—instead, inspect the likely root of the problem: creative and messaging. – Patrick Ward, Formula.Monks
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