5 Gen Z Marketing Strategies To Implement in 2021

Gen Z marketing requires more than simply selling a product.
Born between 1996 and 2010, this generation is value-conscious and
drawn to brands that “keep it real.”

They’re creative, bold, and the creators of many trends on
TikTok, Instagram Reels, and other platforms. And they require a
slightly different approach than their millennial
counterparts.

So how do you connect with a generation of digital experts?�

In this blog post, LaterCon speaker and PRZM co-founder Larry Milstein
shares how to reach and connect with the
Gen Z market
in 2021 along with helpful brand examples in
a free video workshop: 

Cool "teen-vibe" polaroids with text overlay of blog post title: "Gen Z Marketing: How to Reach A New Generation"

Who is Gen Z?

Young, tech savvy, and socially-minded, Gen Z is the
most racially and ethnically diverse generation
ever with a

spending power of over $140 billion

Having grown up with smartphones, the Internet, and social
media, these digital natives are more likely to buy from brands
that have established clear values, are inclusive, and have a
strong online community. 

 

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A post shared by PRZM (@helloprzm)

According to PRZM co-founder,
Liz Toney,
“They’re driving spending, are behind some of the largest
behavioral and cultural shifts that we see today, and are also
making decisions that will affect us for years to come.â€

If you haven’t started thinking about this younger generation,
2021 is the perfect time to start. With a few strategies tailored
specifically to Gen Z, you can tap into their audience and create
content they’ll engage with — without alienating your current
customers. 

Ready to create a solid Gen Z marketing strategy? Learn
from Gen Z expert, Larry Milstein, in this
free video workshop

Gen Z Marketing Strategies To Implement in 2021

#1: Establish Clear Values & Mission  

Before marketing to Gen Z, it’s important for your brand to
have its values and mission established. But why does this
matter?

“Gen Zers are much more inclined to vote with our dollars, and
believe a brand’s values are a reflection of our own,†explains
Gen Z expert (and Gen Zer!) Larry Milstein

Some topics that matter to Gen Z include: 

  • LGBTQ+ rights:
    60%
    of Gen Zers think same-sex couples should be able to adopt
    children
  • Diversity:
    60%
    of Gen Zers say increased racial and ethnic diversity is
    good for society
  • Social responsibility:
    70%
    of Gen Zers try to purchase from companies they consider
    ethical

“We’re 3x more likely than older generations to believe a
company has a role in improving society,†adds Larry. 

Take underwear brand Parade for example:

 

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A post shared by Parade (@parade)

Parade’s focus on body positivity and inclusivity is
redefining the underwear industry. Their content not only helps to
normalize stretch marks and body hair, but they value
self-expression and are vocal advocates for LGBTQ+ rights and the
decriminalization of sex work. 

With clearly defined values, Parade is able to differentiate
itself from other brands in its industry and engage with Gen Z
audiences. 

The takeaway? Establishing your brand’s values and
communicating them effectively is key to connecting with Gen Z.

#2: Be Transparent & Accountable

The next step in your Gen Z marketing strategy is to ensure
you’re being transparent and taking accountability for any
missteps.  

Gen Z has no qualms about doing their research. They’ll do a
deep dive into a brand’s website, scroll through their social
media accounts, and read comments and reviews. 

“Brand trust is only second to price in terms of
determining what brands we’re going to support
. You’ve
seen brands trip up because they’ve not upheld the standards that
they’ve been communicating,†explains Larry. 

During this year’s resurgence of the Black Lives Matter
movement on social media, skincare brand Cocokind announced that
moving forward, they’d be releasing a report of their team’s
racial and ethnic makeup so their community could hold them
accountable:

 

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A post shared by cocokind (@cocokind)

Company culture matters to Gen Z, and your brand should hold the
same values externally and internally. It’s not enough to cast
and work with diverse creators and influencers. Larry adds: “It
needs to be built into the fabric of the brand.â€

#3: Establish Your Brand’s Personality

In order to engage and connect with Gen Z, say goodbye to the
millennial-focused aesthetic of perfectly curated content. 

No more sleek and minimal imagery — Gen Zers want brands that
are bold, have a strong voice, and a personality. Don’t be afraid
to make waves! 

Starface
sells pimple-protectors and their website and social media profiles
are full of bright yellow, stars, and smiley faces. 

@starfacethat’s me
👋##starface ##skincare ##tiktokstar ##celebrity ##pimple
##star
##stickers ##foryou♬
original sound – Hawkeronni

They’re able to promote their products in a light-hearted and
silly way, and the strategy has seen massive success. They have
over 540K followers on TikTok with videos full of skincare
routines, fun transformations, and catchy music. 

For more established brands, Larry points to the recent Crocs and KFC collaboration as an
example of targeting a younger generation:

@crocsComing soon! Kentucky
Fried Chicken x Crocs Classic Clogs are finally being served on
July 28th at 12 PM ET. #KFCCrocs♬
original sound – Crocs

“Love it or hate it, what they’ve done well is tap into an
irony that Gen Zers gravitate towards, especially in a world where
there’s massive uncertainty and unrest.†The takeaway? The zany
and weird can work too — these Crocs sold out! 

TikTok can be great for showing your brand’s
personality and connecting with Gen Z. This free course
will teach you everything you need to know — from understanding
the algorithm to creating viral videos:

 

#4: Be Entertaining 

With thousands of marketing messages a day on various social
media platforms, how can your brand stand out from the crowd?

One way is to focus on the social media platforms that are
already engaging Gen Z and create content tailored to that
audience.

Gen Zers have an uncanny ability to filter content. With a short
attention span, “you have around 8 seconds to essentially tell us
why we should pay attention before we move on.â€

And the best way to grab their attention is to entertain
them! 

Larry says makeup brand Fenty Beauty has done
this effectively with both their TikTok and Instagram Reels
content:

Creating fun and quick tutorials featuring various beauty
influencers and creators allows Fenty Beauty to spotlight their
products in an entertaining and easily digestible way.

#5: Build A Community 

Building a digital community is integral to your Gen Z marketing
strategy in 2021. 

According to surveys, Gen Z is the
loneliest generation
in America, so they’re actively looking
for ways to engage and connect with like-minded individuals. 

Brands can help facilitate authentic connection and
conversation, but it goes beyond working with mega-influencers. The
answer? Seek real people who have interesting platforms and embody
your brand’s values.  

“It could be a creative, an artist, a thought-leader, or an
activist — find people you believe can serve as ambassadors and
tap into their networks in a way that feels less transactional and
more authentic,†explains Larry. 

Another way to build a community is to either solicit advice and
feedback from Gen Zers during product development or celebrate
customers who’ve been loyal to your brand for years. 

For example, Chipotle hosted
socially-distanced Zoom events with superfans and special celebrity
guests: 

sooooooo who wants to have
lunch together on Monday? we’re going live on Zoom at 11am PST.
we’ll drop a link that morning.

— Chipotle (@ChipotleTweets)
March 14, 2020

Not only will this help strengthen your sense of community, but
it can establish trust with your brand. And as we said earlier,
brand trust is super important to the Gen Z audience! 

Gen Z marketing is a great way to reach a younger generation and
connect with a new type of consumer: one that is value-conscious,
loves bold personalities, and is seeking community. 

Ready to engage with Gen Z? Sign up to Later and easily
plan and schedule photos,
videos, and more with just a few clicks.

 

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Z Marketing Strategies To Implement in 2021
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5 Gen Z Marketing Strategies To Implement in 2021