Generation Z are the first people who do not know the world without the presence of technology. They appreciate authenticity, diversity and especially their role in the community. For Gen Z social media is not something new, but something they develop while growing up. This is the generation of fast-paced life. A recent Stanford study defined Generation Z as "collaborative and pragmatic people who rely primarily on themselves." Characteristics of these young people are their ambition and desire to work. Interestingly, unlike other generations, they are very interested in the past, especially talking about fashion, music and art. Talking of them as consumers, representatives of Generation Z are the epitome of the perfect customer, who would gladly spend their money. A number of companies understand that it is social advertising that is the most important urge for Gen Z and are skillfully reaching them through a variety of online marketing strategies.
Let's start with who Gen Z and Millennial (Gen Y) really are. Today, they represent the mass of users, especially when we talk about the digital world. Generation Z was born between 1995 and 2015, and Millennials between 1981 and 1996. Born into the world of technology, these two generations bring unique characteristics and preferences that require specific marketing approaches.
Gen Z and Millennials - today's consumers
How to successfully reach Generation Z and Millennials - today's consumers
How to speak the language of Gen Z Millennials?
On the other hand, Millennials lead their existence between the pre- and post-technology era. We characterise them as adaptable, dedicated, persistent and hungry for experiences. For them, meaningful work is important. They feel satisfaction from the slower but worthwhile development, which contrasts with the impatient nature of Generation Z. The Millennial generation, also known as Generation Y, learns from experience, feels confident with technology and is quite focused on competition. Considered as customers, millennials are certainly not impulsive and like to explore all options to make sure their choice is the best. They want to see their future investment in action and get a recommendation before buying it.
After we became familiar with the two generations, is time for the question- how to reach Generation Z and Millennials?
Social media is a great way to reach Generation Z and Millennials since it means connecting and communicating, but also a place for self-expression, discovery and learning for them. Social media has become the "home" of modern man. All kinds of content - from short videos on Tik Tok and Instagram to long blogs and vlogs on YouTube - accompany people in their daily activities. It is now extremely clear that social networks are the answer to the question "How to reach Generation Z and Millennials"
Influencer marketing into the universe of Gen Z and Millennial
Strategies for reaching Gen Z and Millennials
- Short Content Format - Gen Z's affinity for platforms like TikTok and Instagram Reels necessitates the creation of short form content. Brands that have mastered the art of the concise yet impactful message thrive in these spaces;
- "A picture is worth a thousand words" - visuals (video clips, photos, infographics) is a key factor in attracting their attention;
- Personalization and customer focus - Brands that use personalization and customer adaptation are favourites of both Gen Z and Millennials;
- Social responsibility and environmental causes - the perennial favourite of modern times;
- Entertainment - After witnessing the transition to technology, Millennials love innovations and easy access to it.
Understanding these two generations is extremely important considering the mass of consumers. Reaching Gen Z and Millennials requires not only a social media presence, but also an understanding of their values, a commitment to authenticity, and a willingness to adapt.
In the world of social networks, influencers have taken on the role of trusted guides to Gen Z and Millennials. Influencers create the authentic and diverse content that these generations are looking for. The real stories and unfiltered content build trust with their followers. This kind of content engages Gen Zs and Ys—inducing their inherent impulsive decisions, but also providing certainty in making a decision. For brands, collaborating with influencers creates a seamless connection between them and their audience.