5 Effective Content Strategies to Delight Gen Z in 2024

Born between the late 1990s and 2012, Gen Z is the first generation that grew up with the internet and smartphones in their everyday lives. They have unique personality traits, and old marketing tools and tactics that might have worked for millennials don’t apply to this generation.

Marketers need to come up with content strategies that resonate with Gen Z’s unique habits and values. So just scrap those old marketing handbooks and let’s explore five content strategies that work best for Gen Zers. Let’s start!

But first, we need to understand the demography and behavior of Gen Z.

Let’s have a look at some interesting statistics:

• Gen Z makes up 26% of the total global population.
• In India, we have 116 million Gen-Z consumers right now.
• As per a report by McKinsey, Gen Z is estimated to have a spending power of 4.5 trillion by 2025, making them one of the most significant target audiences for brands.
• 54% of Gen Zers spend at least four hours on social media daily.

From these statistics, it is clear that Gen Zs are set to dominate the economy, and any brand that knows how to delight them through their content online will grow exponentially. But how do we do this? Let’s explore!

1. Embrace the Influencers

58% of Gen Zs have made their purchase decisions based on a recommendation from a content creator. If we compare this data with previous generations, i.e., 46% of Gen X and 38% of Boomers, it’s safe to say that this generation values influencers a lot more than anyone else.

Nearly half of them (47%) look for reviews and suggestions on YouTube before making their purchase decision, and about 40% of them prefer to search on TikTok and Instagram over Google Search, as per the internal Google’s data reported by TechCrunch.

But you cannot pick any influencer and expect success. Because Gen Z values honest, authentic opinions from people like them, collaborate with an influencer who is relevant to your target audience’s persona. Someone who has a positive outlook on your brand and is willing to share their honest opinion with your target group.

2. Focus on Engagement Over Follower Count

Gen Zers have far less brand loyalty than earlier generations.

They are frequently served new content from social media pages like the TikTok For You page, the Discover tab on Instagram, and the Recommendation page on YouTube.

In a recent survey by Mckensy, about 62% of Gen Zers said that they would check out other options even if they have a favorite brand. So keeping an eye on the engagement of individual posts can be a better indicator of success than the follower count of social media profiles.

This also implies that building a loyal community with your social media followers could be very beneficial. This could be done by integrating a gamified loyalty program into your content, like leaderboards, reward systems, and competitions.

3. Short-Form Video: The Power of Bite-Sized Content

Gen Z’s attention span is infamously low; studies suggest that the average attention span of Gen Z is around 8 seconds. This is where short-form video platforms like TikTok, Instagram reels, and YouTube shorts come into play.

More than 30% of Gen Zers use Instagram reels; over half of Gen Zers watch YouTube videos daily; and 60% use Tik Tok. Clearly, the popularity of these platforms has skyrocketed among Gen Z audiences. This could be due to a number of reasons:

1. Creativity in constraints: Short videos make it easier for content creators to be succinct and creative, which instantly captures the attention of the Gen Z audience.
2. Relevant and Authentic: Gen Z values authenticity, and compared to carefully produced content, short-form videos frequently feel more real and relevant.
3. Viral Potential: These platforms thrive on viral content, giving brands a chance to reach a massive audience organically in a short amount of time.

Here are some helpful tips that will help you design content that works best for Gen Z:

• Make your content snappy, because Gen Zs scroll quickly.
• Say something punchy at the start to grab their attention in the initial few seconds.
• Optimize your content for smartphones, because 52% of Gen Z and Millenials watch video content on their smartphones.
• Use closed captions to make sure your message effectively reaches your audience.
• Use an eye-catching thumbnail.
• Last but not least, create entertaining content because, as per YouTube data, over 80% of Gen Z tune in to watch videos on YouTube when they want to relax.

Interactive Content: Engaging the Active Audience

Gen Zs usually interact with the content they are consuming rather than observing it passively. Interactive content such as quizzes, polls, and user-generated campaigns could be very effective in engaging this generation. Here are some reasons why it works:

• Active Participation: Interactive content allows Gen Z to express their thoughts and opinions about the brand; it makes them feel valued and heard.
• Personal Touch: A study found that about 62% of Gen Zers are willing to pay extra for personalization; this is way more than its predecessors. Interactive content adds a personal touch and helps create tailor-made campaigns based on individual preferences.
• Data Collection: You can gather valuable data about your audience’s needs and wants through interactive content; this can help you frame great marketing strategies.

5. Authenticity: Earn Their Trust

Gen Zers grew up with information at their fingertips; they can see right through marketing bluffs. So being authentic and transparent could take your brand a long way. Authentic content can mean revealing the real people behind your brand, posting user-generated content on your brand’s page, or candidly sharing your brand’s value. Here’s why it works:

• Trust Building: Authenticity is the foundation of trust, something you definitely want in your brand-consumer relationship.
• Relatability: Gen Z wants to see themselves in your content. Authenticity makes your brand more relatable to them.
• Values Matter: Growing up with the internet, Gen Zs have seen climate change, social injustice, and human rights abuse from all parts of the world. This has made them socially and environmentally conscious, and they expect the same from the brands. Showcasing your brand’s true values can strike a chord.

Conclusion

And there you have it! If you keep it real, maintain transparency, collaborate with relatable and authentic influencers, and create crisp, attention-grabbing visual content, then you are on your path to success. Want to explore another great content strategy? Check out this blog: https://www.kraftshala.com/blog/how-to-create-a-social-media-strategy/.