Strategizing for the future: Gen Z and how to target them

Born between the mid-'90s and early 2010s, Gen Z is a powerhouse of digital natives with unique tastes and behaviors. They are projected to have a spending power of over $360 billions.  We know targeting a brand new audience is hard, especially if they’re completely different from what we have been used to. That’s why we came up with six influential strategies to tap into the Gen Z market effectively.

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1.Micro-Influencers for Personal Touch: Elevating Authentic Connections

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While mega-influencers still wield influence, the era of micro-influencers is growing.  This influential cohort places a premium on authenticity and craves a personalized touch in their digital interactions.

Gen Z values authenticity and a personal touch, and micro-influencers often have a more engaged and niche audience. These influencers cultivate a sense of intimacy and relatability that transcends the traditional boundaries of influencer marketing. As Gen Z navigates a landscape saturated with content, micro-influencers become beacons of trust, offering a more profound and impactful connection.

We recommend you partner with micro-influencers who align closely with your brand values for a more impactful and personalized reach.

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2. Video-First Content on Short-Form Platforms

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Gen Z is hooked on short-form video content, with platforms like TikTok leading the charge. Crafting an influencer marketing strategy tailored to include captivating short-form videos becomes akin to composing a hit single. Collaborating with influencers who follow this format ensures your brand's message seamlessly integrates into the viral melody of Gen Z's digital landscape.

Tailor your influencer marketing strategy to include engaging short-form videos that capture attention swiftly. Collaborate with influencers who excel in this format to create content that seamlessly integrates your brand message.

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3. Sustainability as a Core Message

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Gen Z is environmentally conscious, and sustainability is a key factor in their decision-making. Align your brand with influencers who champion eco-friendly practices, and integrate sustainability into your influencer marketing campaigns. Showcase your commitment to the planet, and watch as Gen Z rallies behind your brand.

Integrating sustainability into your influencer marketing is more than a performance; it's a commitment that resounds authentically. Showcase your brand's dedication to the planet through influencers who share these values. As Gen Z rallies behind brands that prioritize sustainability, your commitment becomes a chorus of support.

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4. Interactive and Immersive Experiences:  A Symphony of Participation

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The era of passive content consumption is fading. Gen Z craves interactive and immersive experiences. Influencer marketing must evolve and invite participation. In order to attract Gen Z, Engage influencers to create content that invites participation—whether it's polls, challenges, or interactive stories. Foster a sense of community and co-creation that resonates with Gen Z's desire for active engagement. 

By creating content that transcends mere consumption and encourages participation, your brand orchestrates meaningful interactions, while strengthening the bond with Gen Z.

5. Embrace Social Causes and Advocacy

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Gen Z is not just a generation; it's a movement. Social awareness and passion for causes form the backbone of their generation. Incorporating social advocacy into your influencer marketing strategy is more than a strategic choice; it's a composition that defines your brand's identity in the eyes of Gen Z.

Authenticity in advocating for social causes becomes a significant movement within the symphony of Gen Z's preferences. By partnering with influencers vocal about issues close to Gen Z's heart, your brand becomes a key contributor to the symphony of positive change.

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6. Collaborative and Inclusive Campaigns

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Gen Z celebrates diversity and inclusivity. Craft influencer marketing campaigns that go beyond mere representation, we encourage you to actively collaborate with influencers from diverse backgrounds. This transcends a checkbox approach; it's about creating a mix of voices that resonate with the multifaceted nature of Gen Z. 

By ensuring a spectrum of perspectives and experiences is showcased, brands become architects of inclusivity. The success lies not just in featuring diversity but in authentically celebrating it. In this way, campaigns become more than marketing; they become a cultural contribution, a statement that echoes Gen Z's commitment to a world where everyone's story is not just heard but celebrated.

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7. Authentic Storytelling Narratives

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Gen Z craves authenticity in storytelling. Leveraging influencers as storytellers requires a departure from traditional product-centric narratives. Instead, the focus shifts to crafting genuine and relatable stories that resonate with the intricate experiences and values of Gen Z. These narratives are not merely endorsements; they are invitations into shared moments, building connections that go beyond transactional relationships. Encouraging influencers to share personal anecdotes, challenges overcome, and lessons learned creates a narrative thread that intertwines with the audience's own stories. In this approach, brands become not just providers of products but companions in the journey of life, fostering a connection that transcends the digital realm and embeds itself in the genuine experiences of Gen Z.

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8.User-Generated Content Integration: Empowering Gen Z Creators

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Gen Z doesn't want to be passive consumers; they want to actively contribute to the content they consume. Embrace the power of user-generated content (UGC) by involving Gen Z in the content creation process. Collaborate with influencers to initiate campaigns that encourage their audience to share content featuring your brand. This approach not only boosts engagement but also empowers Gen Z to actively shape and contribute to the brand narrative.

In the era of user-generated content, brands become facilitators of creativity. By integrating UGC into influencer campaigns, a brand transforms into a platform where Gen Z creators showcase their talents and perspectives. This collaborative approach not only strengthens brand affinity but also positions your brand as a supporter and enabler of the creative expression of its audience.

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9. Meme Marketing Approach: Speaking the Language of Memes

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Gen Z is fluent in the language of memes—a cultural currency that transcends traditional communication. Infusing humor and relatability into your influencer marketing strategy through a meme approach connects your brand with the viral and humorous aspects of Gen Z's communication. Collaborate with influencers who understand meme culture to create content that seamlessly blends with the online lexicon, enhancing the shareability and resonance of your brand message.

Memes aren't just internet jokes; they are a cultural phenomenon shaping the digital conversation. By embracing a marketing approach with memes, brands join the cultural dialogue, creating content that feels native to Gen Z's online environment. This strategy not only captures attention but also establishes a brand as a savvy participant in the ever-evolving language of internet culture.

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10. Ephemeral Content on Social Stories: Living in the Moment

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In this digital landscape where attention spans are fleeting, it is intelligent to embrace the ephemeral nature of content on platforms like Instagram Stories and Snapchat. Encourage influencers to create content that lives in the moment, offering exclusive behind-the-scenes glimpses, limited-time offers, or real-time engagement. Gen Z values the authenticity and spontaneity of ephemeral content, making it a powerful tool for capturing their attention.

Ephemeral content isn't just about sharing—it's about creating a sense of urgency and exclusivity. By leveraging the fleeting nature of stories, brands can turn everyday moments into opportunities for engagement. This strategy not only aligns with Gen Z's desire for authenticity but also taps into the FOMO (fear of missing out) culture, driving heightened interest and participation.

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11. Virtual and Augmented Reality Experiences: Immersion in the Future

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Explore the realms of virtual and augmented reality to create immersive experiences. Collaborate with influencers who can incorporate AR filters, virtual try-ons, or interactive elements into their content. Providing Gen Z with a novel and immersive experience not only aligns with their desire for innovation but also positions your brand at the forefront of cutting-edge marketing.

Virtual and augmented reality aren't just buzzwords; they are gateways to new dimensions of brand engagement. By integrating these technologies into influencer campaigns, brands become pioneers, offering experiences that transcend the boundaries of traditional marketing. This strategy not only captivates Gen Z's imagination but also positions the brand as a trailblazer in the digital landscape.

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‍12. Gamification in Influencer Campaigns

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Gamify your influencer campaigns to tap into Gen Z's love for gaming and competition. Collaborate with influencers to create challenges, quizzes, or interactive games related to your brand. By infusing an element of competition and reward, you not only engage Gen Z but also foster a sense of excitement and participation within the community.

Gamification transforms influencer campaigns into interactive experiences, blurring the lines between marketing and entertainment. By turning engagement into a game, brands not only capture attention but also create a sense of enjoyment and accomplishment. This strategy resonates with Gen Z's gaming culture and also positions the brand as a dynamic player in the evolving landscape of digital entertainment.

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Gen Z is the new “it” audience. Growing up into the digital world makes them more engaged with social media and that makes them the perfect audience to be targeted with influencer campaigns. However, this generation is dedicated to social matters and tend to be more skeptical about information found on the internet. It is fundamental for brands that seek to target them to conduct study groups and really get into the deeper aspects that resonate with the generation so the brand alignment is sincere and authentic to the values Gen Z shares.