Being someone who is passionate about all things social media and content related and is now working in the same field, I've often heard clients say they want their content to appeal to the “younger generation”. This generation is the mysterious Gen-Z, which belong to the age range of 11-26 years old. In terms of who spends most of their time on different social media platforms, it is Gen-Z that tops the list. As such, much content posted on social media platforms must adapt strategies to engage with this key demographic in order for the content to perform well.
So, here are a few tips that you can use to cater to Gen-Z and get your social media metrics up or dare we say maybe even go viral, sky's the limit.
Number One - Less is More!
Creators need to Gen-Zfy the duration of their content. It is extremely important for brands to understand that content shouldn't just be catchy but also fast. It is usually easy to get someone’s attention but is equally difficult to keep it for a long time. In this fast paced, scrolling friendly world, no one has the time to sit and watch a 10 min reel or TikTok. Longer content might work wonderfully on YouTube but Instagram and TikTok are just not the right places for it. Learn how to relay your message across in 15-20 seconds and make each second count so that the viewer goes “oh wow, I want to buy that!” and not “ehh, boring!”.
Number Two - Hop on trends!
It is crucial as a creator that you stay on top of what’s hot and trending and tap into as many trending videos and audios as you can. Then in a timely manner incorporate them into your brand’s content because if there is anything that catches Gen-Z’s attention, it is brands doing trends! A perfect example of this would be Get Ready With Me (GRWM) videos. Celebrities are now endorsing their own brands through GRWM content which not only promotes their brand but also boosts engagement and reach to their profile.
Number Three - Humanise your brand!
Don’t make your consumers feel like they are just passively consuming your content but rather make them feel like they are a part of a big loving family. Invest in collaborative campaigns, host polls, invite opinions and utilise all of the features on platforms that invites the audience to engage. Also, user-generated content should be your holy grail in these times because when Gen-Z see their favourite influencer using products from a specific brand, they are way more likely to buy from that brand instead of a passively engaging brand.
Number Four - Invest in high-quality visuals!
Instagram, TikTok, Facebook and other social media platforms are bombarded with loads of content on a daily basis. It is up to you to stand out from the crowd. Invest in eye-catching graphics, one-of-a-kind photography and stunning videography that makes the viewer stop scrolling and go WOAH! THAT IS SO COOL! A picture is definitely worth a thousand words.
Last but not the least, Number Five - Stay Woke!
Now this might not be something every brand prefers but Stay Woke! Gen-Z consists of a large number of viewers who have a clear stand on all political matters. As a brand, you shouldn't shy away from these issues and take a clear stand on all matters. Now, this doesn't mean that you have to say what the public wants to hear or engage in heated political arguments, it is about how you can put forward your stance in a way that doesn’t hurt the sentiments of a community and enhances your image as a woke brand!
Although there is a lot that goes into creating a perfect brand image and getting content that hits right, these are 5 important tips that will help you align your strategy and gain those views so that Gen-Z goes “oh that’s cool” and let’s face it, who doesn't want to be cool?