Each generation needs different content and that is proven. Companies need to adapt their advertising to Generation Z , who instead of just wanting ads, need more content.
The keyword that could define the need of this generation is: creativity . It needs to generate a conversation through content. For businesses, in the era of social media and streaming, their creativity needs to adapt to the platform and be able to transcend the platform.
Pepsi CMO Todd Kaplan advised companies during Adweek’s Social Media Week: “ We should israel number data create content, not ads . It’s about engaging consumers and inviting them into conversations rather than chasing them.”
According to YPulse , only about a third of Gen Z remember a time before social media compared to 50% of millennials. There is a lot of content on social media, but only 16% of Gen Z feel they are overwhelmed by information overload, according to the Command Z study .
These young people expect companies to express their identity and connect with empathy and their values in their ads and content .
According to the Command Z report, 40% of Gen Z audiences say they would like to see their favorite brands create more content , compared to just 29% of millennials.
Tips to reach Generation Z
Using exclusivity to your advantage: This generation is not loyal to any brand, but rather chooses products based on the creativity of its campaign or the influencer. But, if you show how exclusive your brand is and make the campaign viral on social media, you will get their attention.
Don't disrespect them: stereotypes are not popular with this generation. Despite their extensive use of social media, they don't like being "described" as technology addicts.
Virality: Running a good online marketing campaign is the best option to reach them. Creating YouTube, Twitch, TikTok and Instagram videos is more effective than making a TV ad.
Creativity and empathy: If the storytelling is good, they don't care that it comes from a