5 Insights + 4 Strategies for Seizing the Generation Z Market

5 Insights + 4 Strategies for Seizing the Generation Z Market

Generation Z has become the primary consumer demographic of the new era, making it a crucial target for many brands. According to foodNext reports, marketing content that is interactive and experiential tends to attract the younger generation more effectively than traditional advertising. How can brands plan their marketing strategies to seize the trends in social media and capture the hearts of Generation Z? 

This article will introduce the social media usage behaviors and consumption characteristics of Generation Z, further analyzing the “Top 5 Content Directions of Interest” for this generation. Additionally, we will provide “4 Major Influencer Marketing Strategies” to assist brands in executing precise and effective influencer marketing campaigns!

What is Generation Z?

Generation Z refers to the demographic born between the 1990s and 2010s. They grew up in an era of widespread digital technology and social media, which has brought significant changes to social marketing.

1. Social Media Usage Characteristics

According to the 2023 Digital News Industry Report, Facebook usage is noticeably declining, as younger users prefer platforms such as TikTok and Instagram. A survey by “Cheers 快樂工作人” found that Instagram is the most favored social media platform among Generation Z, followed by the video-centric YouTube. Therefore, it is recommended that brands focus more on influencer marketing when targeting Generation Z through Instagram and video platforms.

2. Consumer Characteristics

Generation Z is a demographic that values beliefs and experiences. To get them to make purchases, not only does marketing content need to be novel and attention-grabbing but it also needs to focus on the brand’s characteristics and corporate responsibility. Therefore, when planning marketing strategies, brands can design scenario-based content for their products or create stories and promotional angles that resonate with Generation Z.

The Top 5 Influencer Content Directions of Interest for Generation Z

The following analysis will explore influencer content that Generation Z loves and frequently engages with, helping brands understand Generation Z’s interests and preferences when it comes to content.

1. Lifestyle Vlog Content

According to the article “Z 世代的網紅行銷怎麼做？掌握 4 大重點抓住新時代的消費主力！,” Generation Z tends to view influencers less as “idols” and more like “friends.” That is why they are highly interested in influencers’ everyday content sharing. Influencers also use this approach to build closer relationships with their followers. In addition to VLOGs, during major exam periods, there is a growing trend of live-streaming study sessions on YouTube, which can last for 3 to 4 hours. Even if the content just shows the influencer studying with background white noise, it can still attract a significant number of viewers. We recommend brands create lifestyle-oriented content or collaborate with influencers to promote products or services through relatable, everyday content.

2. K-Pop Culture

Korean pop culture has always been highly popular among the younger generation. Whether it’s dance cover challenges on IG Reels or content related to visiting South Korea and showcasing Korean culture post-pandemic, all of these have garnered substantial support from Generation Z. Generation Z is highly attuned to trends. So, when executing influencer marketing, brands should consider incorporating elements of K-pop culture to capture their attention.

3. Gaming Livestreams

The mobile gaming market is thriving, and games have gradually become a part of daily life for many Generation Z people. Games not only serve as stress relief and entertainment but also offer real-time interactivity and entertainment when led by YouTubers through gaming livestreams. Live Streaming, compared to highlight videos, enhances the interaction and relationship-building between influencers and their audiences.

4. Challenge Videos

Challenge videos can pique the audience’s curiosity from their titles and generate community engagement through their entertaining and attention-grabbing content. Influencers can use challenges to provide viewers with new information and excitement. For example, YouTuber “人生肥宅x尊” highlights his channel with unboxing and unique cooking challenges, often achieving impressive viewership.

5. Social Issues

In addition to following trends, Generation Z also has a high level of concern for social issues. Topics such as environmental sustainability, hot political discussions, or events related to social and gender issues like #MeToo are actively followed by the younger generation. Influencer 志祺七七, who frequently discusses current events, created videos addressing the #MeToo movement that sparked significant feedback and discussion. According to KOL Radar data, his audience is primarily in the 18 to 24 age group, indicating the high level of interest and sensitivity that the younger generation has toward current affairs and social issues.

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How should brands execute influencer marketing?

Here are four major influencer marketing strategies tailored to Generation Z that brands can consider. Brand owners can evaluate their brand positioning and product characteristics to select the most suitable approach.

1. Emphasize Competitive Pricing and Group Purchase Discounts

According to reports from the United Daily News, Generation Z is increasingly embracing a counter-consumerism sentiment. Rather than purchasing expensive items, Generation Z finds it cool to discover affordable alternatives or dupes. Additionally, because Generation Z primarily relies on online e-commerce and social media for their shopping, they tend to compare prices from multiple sources before making a purchase. It is recommended that when brands execute influencer marketing, they should focus on pricing strategies such as group purchase discounts, promotional offers, and limited-time discounts. Brands should also ensure that the promotional prices offered by influencers remain competitive in the market to avoid any controversies.

2. Keep Up with K-Pop Dance Challenges and Leverage Short Music Videos

In this era of information overload, Generation Z is exposed to a vast amount of information through the internet and social media every day. As a result, their attention span is often limited. Brands should blend promotional information with fast-paced music to create short and captivating videos that can capture the attention of Generation Z. For instance, influencer 小吳 combined toilet paper with recent K-Pop music trends, using catchy songs to present the product in various shapes and forms. This brings exposure to the product and helps him attract followers by doing something trendy.

3. Foster Strong Follower Relationships and Invite Livestream Influencers to Facilitate Sales

In addition to product-focused product livestream sales, brands can also consider inviting influencers who align with the product’s characteristics to incorporate product promotions into their livestreams. This approach not only reduces the forced feeling when promoting a product but also allows influencers to naturally and skillfully introduce the product  while strengthening their bond with their followers. For example, a 3C accessories brand can collaborate with gaming influencers during their live streams to showcase gaming-specific screen protectors and gaming-focused mobile accessories. This collaboration can further promote the product’s performance and special offers, capitalizing on the business potential among dedicated followers of the influencers.

4. Emphasize Corporate Social Responsibility

The internet has lowered the barriers for Generation Z to access the world, leading them to have a heightened awareness of social issues. When brands execute influencer marketing, it’s advisable to not only focus on selling products but also to highlight and promote their own corporate social responsibility and image. This approach can enhance Generation Z’s favorability and trust toward a brand. For example, in the beauty and skincare, kitchenware, and home decor industries, emphasizing natural ingredients and biodegradability is often done to showcase corporate social responsibility and reduce consumers’ concerns about environmental pollution.

Conclusion

Generation Z has become a massive user base in the realm of social media. They present significant and undeniable business opportunities. It is recommended that in addition to understanding popular videos and posts, also pay close attention to social issues and strengthen your corporate social responsibility initiatives. By understanding the social media usage habits and preferences of Generation Z, effective influencer marketing can be achieved.

To learn more about marketing strategies for Generation Z and stay updated on the latest influencer marketing trends, inquire with KOL Radar: https://www.kolradar.com/my

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