The Future of Marketing: How Gen Z Is Shaping Brand Strategies
With Gen Z coming of age and entering the workforce, their influence on marketing is undeniable. This digital-native generation, born between 1997 and 2012, is changing the rules of engagement for brands. From content consumption to brand loyalty, Gen Z values authenticity, fast-paced content, and cultural relevance. So, what does this mean for marketers? Let’s dive into how Gen Z is reshaping brand strategies, and how you can leverage these insights to grow your brand.
Why Gen Z Is Changing the Game
Gen Z is expected to make up 40% of global consumers by 2024. This generation is not only tech-savvy but is also 75% more likely to engage with brands on social media than Millennials . They consume content across multiple platforms but demand authenticity and transparency from the brands they support. As of 2023, 93% of Gen Z use social media as their primary source of product discovery , which presents a unique opportunity for brands to directly engage with them.
The importance of TikTok, for example, cannot be overstated. 84% of Gen Z discover new products on TikTok , making it the go-to platform for marketers targeting this demographic. And they’re not just passive scrollers—Gen Z is 150% more likely to take action based on something they saw on social media compared to older generations .
Why Gen Z Is Essential for Brand Longevity
Building brand loyalty with Gen Z is crucial for long-term success. Gen Z consumers are hyper-aware of authenticity and will actively avoid brands that don’t align with their values. They expect transparency, inclusivity, and corporate responsibility. In fact, 77% of Gen Z prefer brands that promote diversity and inclusivity .
They also value engagement—if your brand isn’t part of the conversation, you're missing out on significant opportunities. 65% of Gen Z expect brands to contribute to societal change, whether it’s through social issues or environmental sustainability .
Case Studies: Brands Nailing Gen Z Marketing
H&R Block: Tax Season Meets Social Relevance
H&R Block, a tax preparation company, needed a way to engage with a younger audience—particularly Gen Z, who are just starting to enter the workforce and file taxes. Instead of relying on traditional advertising methods, the brand leaned into social relevance and humor, both of which resonate strongly with Gen Z.
During tax season, H&R Block launched a campaign focusing heavily on Twitter, where they cleverly used memes, culturally relevant hashtags, and humorous takes on the often dry subject of taxes. For instance, they participated in viral memes and Twitter trends that showcased their understanding of Gen Z’s digital language. By blending serious financial advice with meme culture, H&R Block created a personality that was approachable and relatable, driving engagement and conversation.
One tweet, for example, humorously stated, “Filing taxes like it's just another adulting milestone #TaxSeason,” which received thousands of likes and retweets, proving the value of using humor and relatability in communication with Gen Z.
This approach didn’t just humanize the brand but also made the daunting task of filing taxes less intimidating for a younger generation. As a result, H&R Block saw an increase in social media engagement, with Twitter engagement rates up by 24% during the campaign.
Key Takeaway for Marketers:
Humor and cultural relevance can make even the most complex or mundane topics accessible to Gen Z. Participating in social media trends and showing a brand’s personality builds trust and engagement.
Samsung: Leveraging TikTok Challenges to Build Brand Awareness
Samsung, a global leader in tech, has embraced TikTok as a way to engage with Gen Z. The brand has effectively leveraged TikTok challenges, knowing that Gen Z loves interactive content that allows them to showcase their creativity. Samsung's strategy for reaching this demographic included creating short, impactful videos that not only highlighted the features of their latest devices but also invited users to create their own content.
For example, Samsung launched the #DanceAwesome challenge in partnership with K-pop group BLACKPINK, one of the most popular groups among Gen Z. The challenge encouraged users to post videos of themselves dancing to BLACKPINK's music using the Galaxy Z Flip, highlighting the phone's flexibility and innovative camera angles. The challenge went viral, generating millions of user-generated videos and allowing Samsung to build organic visibility among a younger audience.
This campaign was not only fun and engaging but also demonstrated Samsung’s understanding of the cultural trends and values that Gen Z holds dear—music, creativity, and self-expression. The #DanceAwesome challenge generated over 4.7 million user-generated videos and reached more than 20 billion views across TikTok, positioning Samsung as a brand that “gets” Gen Z.
Key Takeaway for Marketers:
Collaborating with influencers or musicians who already have a large Gen Z following can amplify a campaign’s success. Interactive content like TikTok challenges encourages participation and generates organic reach.
Claim: Tapping Into Gen Z’s DIY and Personalization Obsession
Claim, a rising star in the beauty industry, is quickly becoming a favorite among Gen Z by focusing on the generation’s love for personalization and DIY solutions. With skincare being a category where Gen Z is hyper-engaged, Claim taps into this trend by promoting products that can be customized according to individual skin types and concerns.
Claim’s social media strategy relies heavily on user-generated content (UGC), where consumers are encouraged to share their own skincare routines, often featuring Claim’s customizable products. By giving their audience a sense of ownership over their beauty regime, Claim empowers Gen Z to share their personal experiences and success stories with the brand.
One of their most successful campaigns involved encouraging customers to post about their “skincare journey,” using specific Claim products to address personal skincare concerns. Claim shared these posts across their social platforms, building a community of trust and transparency. Notably, 87% of Gen Z consumers are more likely to purchase from brands that highlight real people in their marketing, making Claim’s strategy perfectly aligned with the desires of this demographic.
Their digital presence also promotes an educational approach, offering tutorials, skincare tips, and ingredient breakdowns to keep Gen Z informed. Claim's personalization strategy not only makes users feel involved in the creation process but also aligns with the individualistic mindset that defines Gen Z.
Claim recently raised $12M in funding, reflecting their success in targeting a younger audience through this approach, and positioning them for significant growth in the beauty sector.
Key Takeaway for Marketers:
Personalization is key for Gen Z. Brands that offer customizable products and allow users to share their personal experiences create a deeper emotional connection and foster a sense of community.
How Marketers, Social Media Managers, and Brands Can Leverage Gen Z Marketing
Utilize User-Generated Content (UGC)
Gen Z trusts their peers more than brands. Encourage UGC by offering rewards, recognition, or features for customers who share their experiences on social platforms. UGC not only builds trust but also creates a sense of community.
Be Authentic and Transparent
Authenticity is a must for this generation. Be upfront about your brand values, product ingredients, or processes. Gen Z will quickly dismiss brands that appear disingenuous or lack transparency.
Engage on TikTok and Instagram
Focus your efforts on these platforms, as they are where Gen Z spends the majority of their time. Short, engaging videos, TikTok challenges, and interactive content can boost visibility and build brand awareness.
Leverage Influencer Partnerships
Partner with influencers who align with your brand values. Micro-influencers who have a strong, engaged following in niche markets can be more effective than larger influencers with a broad but less engaged audience.
Promote Diversity and Inclusion
Ensure that your campaigns are inclusive and representative of diverse communities. Gen Z expects brands to reflect societal values, and 77% of Gen Z favor brands that support diversity .
Offer Personalized Experiences
Gen Z values products and experiences tailored to their individual preferences. From personalized marketing emails to customizable products, brands can win big by offering unique, one-of-a-kind experiences.
Interact with Gen Z in Real-Time
Gen Z is accustomed to fast-paced digital interactions. Whether through live video Q&A sessions or quick responses on social media platforms, engaging in real-time builds a stronger connection.
Closing Remarks
Gen Z is reshaping the marketing landscape, and brands that can adapt will thrive in this new era. With an emphasis on authenticity, transparency, and digital engagement, now is the time to evolve your strategy and connect with this influential generation.
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