Why Images Matter to Gen Z Customers
“The search for the truth is at the root of all Generation Z’s behavior.”
Born between 1997 and 2012, Generation Z currently makes up a quarter of the US population.
What is truly unique about Gen Z is that they have grown up in a digital world. The iPhone launched in 2007 when the eldest members of Gen Z were just ten years old. They have come of age in an era of social media, influencers, and 24/7 connectivity. This will affect their views, outlook, and consumer behavior in many ways that we are yet to fully understand. As Gen Zers graduate from college, they are quickly becoming one of the most coveted consumer groups, with marketers and corporations all looking to analyze how Gen Zers think.
It is said that each generation isn’t defined by the years that they were born, but by the events that occurred during that time. For Gen Z, some of the most significant and defining events have been the election of Barrack Obama and then Donald Trump, the Great Recession, climate activism, and COVID-19.
According to McKinsey’s study ‘TrueGen’, members of Gen Z are motivated by an overarching search for truth. Unlike the Millennial ‘me’ generation, Gen Zers are looking to improve the world. They are also the most diverse, multicultural generation yet.
How does this all affect your marketing strategy?
An important consideration is their attention span. Studies highlight that the average attention span for Gen Z is 8 seconds. That’s four seconds less than Millennials. How many words can you read in 8 seconds? Not all that many. That’s why images and video are a far more effective way to make an impact.
Here are 5 strategies to engage Gen Z customers:
1. Authenticity: Share your brand story and values
Gen Zers have grown up in a world leaning towards corporate social responsibility. What does your brand stand for and what does it care about?
Brands with a social conscience fare better in today’s marketplace, but transparency is key. According to a study conducted by Stanford University, many Gen Zers weren’t always able to distinguish between news and sponsored content.
That’s why responsible marketing is crucial. Gen Zers prefer to see ‘real’ people in ads, so consider ditching models in favor of real customers. Also, it’s important to emphasize the people behind your company.
2. Prioritize images and video
With 8 seconds to grab the average Gen Zers’ attention, you want to maximize impact. You can convey far more information in video and images than you can in 8 seconds worth of text. So, make it count.
Consider prioritizing visually orientated platforms such as Instagram, TikTok, Snapchat, and YouTube.
3. Be interactive
41 percent of Gen Zers would like to become entrepreneurs, according to research collated by OnlineSchoolsCenter.com. Harness Gen Z’s entrepreneurial spirit by offering opportunities for interactivity so that they can shape their own user experience.
You might consider running promotions to reward creativity and innovation, or perhaps partnering with Gen Zers so that they can generate income through promoting your brand on their social channels. Members of Gen Z engage more freely with polls, quizzes, and user-generated content.
Remember to keep an eye on your reviews. This demographic highly regards user reviews as part of their decision-making process, so be sure to respond to any negative reviews promptly and courteously.
4. Multi-platform and multi-device
Gen Zers are most likely to look at content on a mobile device and they may use up to five screens at a time.
They have a zero-tolerance policy for technical glitches; ‘62% will not use an app or website that is hard to navigate and 60% will not use an app or website that is too slow to load’ according to IBM’s Institute for Business Value.
The best method to target Gen Zers is through multiple platforms, centering on a mobile-focused strategy. Make sure your mobile app is up to their high expectations though.
5. Focus on Micro-influencers
According to a new report, "The Culture of Influence," compiled by Cassandra, ENGINE’s youth & culture experts, "Young consumers want to follow influencers who are relatable, who don't act like influencers and who fit seamlessly into the social bubble they've curated on their feeds," said Kathy Sheehan, Senior Vice President of Cassandra.
"This is important knowledge for brands to understand when deciding to partner with an influencer as well as creating their brand's online social media persona: be a friend, not a salesperson, and create content that fits within the context of the digital communities you want your brand to have influence over."
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