WTF Recap: How to Stay Relevant With Gen Z
Gen Z, ages 13 through 26, has been the force behind fashion trends and political movements. Most can’t recall a time before smartphones. They’ve lived their entire lives connected digitally. What’s more, they are highly suspicious of traditional marketing tactics. Instead, they embrace YouTube and Snapchat. So how do brands stay relevant and connected to this generation?
Erin Woo, reporter for The Information, led a vibrant discussion on how brands can connect with a generation that thinks and consumes media differently from any previous generation. The panel represented diverse perspectives from the agency side, social media and content creation. They all agreed that marketing to a generation that does not want to be marketed to has its challenges.
• Christin Klein, U.S. head of tech and gaming, Snap Inc.
• Kellie Sweet, creator
• Angelique Gillmer, executive vice president, North America business lead, Google, Media Futures Group
Authenticity Reigns Supreme
The importance of authenticity echoed throughout this panel discussion. “We’ve completely changed how we go to market,” Angelique Gillmer of Media Futures Group said. “We spend a lot of time thinking about what advertising looks like to an audience that is quick to call you out if you’re inauthentic. We’ve found that it’s less about tent poles like the Super Bowl and pushing out content. It’s more about engagement. And it’s much more focused.”
Christin Klein from Snapchat concurs. “Gen Z isn’t coming to Snap to post the polished moment. It’s the everyday. They’re posting makeup tutorials or asking what outfit they should wear. These everyday moments provide an intriguing opportunity for brands to insert themselves into the conversation. And that’s what this generation likes. They care about being real and showing what’s happening behind the scenes.”
When it comes to keeping it real, Gen Z is also one of the most racially and ethnically diverse generations yet. They expect to see that multicultural diversity represented in your brand’s marketing images and videos. They notice when you aren’t representing them as a group or the U.S. as a whole.
Woo then asked the panelists to cite a few examples of how they have engaged this audience.
Trust the Numbers
“When I make content, I try to see who’s really engaged. What are the analytics revealing?” creator Kellie Sweet said. “My view count is better when I have creative control. My audience trusts me.” If there’s messaging and it’s going out to multiple influencers, you don’t want everyone saying the same thing. If the dialogue sounds too scripted, Gen Z will take a pass on it. Brands should work with an influencer and see what that creator wants to lead with. That will lead to content that gets attention and clicks. “Snapchat is one of my biggest platforms and I engage at least 4 million people a day.”
Don’t Be Afraid to Experiment
For many companies, appealing to Gen Z is an ever-evolving process. Some may have to completely change how they go to market, and that process can be fraught with trepidation. “Sometimes we misstep, and the audience lets us know,” said Gillmer. “But we do try out new things. It’s a journey.”
One way to minimize the missteps is to ask the Gen Zers in your organization for input. Hold brainstorming sessions. See what they think. Understanding their mindset can help you navigate as a company.
Take a Position on Social Issues
While social issues are paramount to Gen Z, there’s a lot for brands to consider before entering the dialogue, including whether your company should say anything at all. “It goes back to authenticity,” said Klein. “How can you join the conversation in a way that’s authentic? Not every brand can tackle every topic. It really must live through your company ethos.”
Also consider how your brand is engaging with this generation and the causes they care about before significant societal events happen. That earns you credibility.
Timing is equally critical. Brands can’t take too long to form an opinion and risk entering the discussion too late. “Being responsive takes planning,” said Sweet. “Before I speak on anything as a creator, I do my research. That can save you as a brand.”
That research often takes the shape of crafting company values, and then following up with market research to understand how those values translate to your audience. That way, when faced with events happening throughout the world, you have a better sense of how to address them—because with this generation, standing on the sidelines is not an option.