Generation Z is a diverse group with a natural aptitude for technology, seamlessly navigating the digital world. As the first generation to grow up in the era of the internet and social media, they bring unprecedented perspectives and expectations to the advertising landscape. In this context, it’s absolutely vital for brands to understand what Gen Z really wants.
Among the various forms of advertising, social media ads wield considerable influence over Gen Z. Given their substantial presence on social platforms, it’s no surprise that they are more receptive to advertisements encountered in these spaces. However, the effectiveness of social media ads hinges on a few critical factors:
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1. Embrace Short-Form Videos
Gen Z is a generation that thrives on video content. Consequently, short, visually captivating videos that clock in at no more than 30 seconds tend to resonate most with them. Due to the necessity of conveying the main idea of the video, these videos should be clear, concise, and purposeful.
2. Prioritize Authenticity and Genuineness
Gen Z possesses a keen sense of authenticity. Attempting to be something you’re not or resorting to jargon and buzzwords is unlikely to work. Honesty and transparency are the bedrock of effective advertising.
3. Unleash Creativity and Surprise
Traditional advertising formats may not suffice for Gen Z. To grab their interest, brands might need to get rid of standard ad approaches and think outside the box. This might mean adding humor, interactivity, or surprising elements to your campaigns.
4. Align with Their Interests
Gen Z is a generation of passions and interests; therefore, successful advertising involves tapping into these areas, employing relevant hashtags, targeted ads, or partnering with influencers who share their interests.
5. Transparent Intentions
Gen Z is discerning when it comes to advertising. It’s vital to communicate clearly that your content is promotional and not attempt to deceive or manipulate them into clicking.
6. Incentivize Action
Offering discount codes or special deals can be a powerful motivator for Gen Z. Whether it’s a discount on their first purchase or a free gift with a buy, these incentives encourage them to take action.
7. User-Generated Content
Encourage Gen Z to become creators themselves. Make them get creative with your brand, like making TikTok dances to your latest ad or coming up with unique captions for your Instagram posts. This both gets them involved and spreads your brand‘s message effectively.
8. Engagement is Key for Gen Z
Gen Z craves engagement. Engage Gen Z with interactive elements in your ad, such as a question, poll, or discount code. This proactive approach can initiate conversations and build brand loyalty.
Take the example of Nike, which effectively leveraged the ‘quiz’ feature during their “Run the World” campaign. When Nike created fun quizzes about running and fitness, they not only got people interested but also encouraged them to join in with the chance to win prizes.
One more example is the food delivery company Grubhub, which is known for creating out-of-the-box advertisement solutions. They created an interactive ad that allowed users to order food with just a few taps on their phones. The ad was so successful that it resulted in a 20% increase in orders.
The game is a retro-style puzzle game in which players must unscramble the road so that a Grubhub driver can deliver food to a customer. The game is available on Grubhub’s website and mobile app, as well as on Snapchat.
To play the game, users must first tap on the “Food’s Here” banner on Grubhub’s website or mobile app. The game will then load, and players will be presented with a grid of puzzle pieces. The pieces are all scrambled, and players must tap on them to rearrange them in the correct order. The goal of the game is to unscramble the road so that the Grubhub driver can reach the customer’s house without hitting any obstacles.
If players complete all three levels, they will be rewarded with a $10 discount on their first order of $15 or more. The discount can be redeemed on Grubhub’s website or mobile app.
The “Food’s Here” game was a success for Grubhub. The game was played over 1 million times in the first week of its release. The game also helped to increase brand awareness and engagement for Grubhub.
In addition to these advertising tactics, several factors play into how Gen Z responds to advertisements:
– Relevance: Ads that align with their interests and values are more likely to capture Gen Z’s attention.
– Authenticity: Authentic and genuine content is trusted and respected by Gen Z.
– Creativity: Gen Z appreciates inventive and unexpected advertising approaches.
– Humor: Ads that bring laughter are particularly effective in connecting with Gen Z.
– Social Responsibility: Gen Z tends to support brands that demonstrate social responsibility.
To reach and engage Gen Z effectively in advertising, one must understand their diversity, technological preferences, and inclinations. Crafting ads that are brief, visually appealing, authentic, and creative while integrating interactive elements like questions, polls, or discounts can be transformative. Moreover, adhering to principles of relevance, authenticity, creativity, humor, and social responsibility can establish a lasting connection with this influential demographic, ultimately securing their loyalty.