{"id":112362,"date":"2023-11-08T21:00:00","date_gmt":"2023-11-09T02:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/authenticity-creativity-interactivity-how-to-target-your-content-to-gen-z-2\/"},"modified":"2024-12-21T05:53:17","modified_gmt":"2024-12-21T10:53:17","slug":"authenticity-creativity-interactivity-how-to-target-your-content-to-gen-z-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/authenticity-creativity-interactivity-how-to-target-your-content-to-gen-z-2\/","title":{"rendered":"Authenticity, creativity, interactivity: How to target your content to Gen Z"},"content":{"rendered":"

By 2026, it\u2019s estimated that Gen Z (born between 1997 and 2012) will surpass millennials as the world\u2019s largest consumer base. With younger people increasingly calling the shots in the consumer industry, it is not only smart but crucial to appeal to their interests and values in order to drive marketing growth.<\/p>\n

If you\u2019re looking to grab the attention of Gen Z\u2014and you most definitely should be\u2014here are a few things to consider when crafting your content marketing strategy.<\/p>\n

Understand and support Gen Z\u2019s values<\/h2>\n

Although Gen Z is highly involved in the digital world, their interests also lie in the physical world\u2014specifically, they are more likely to speak up for their values to elicit change in the world around them.<\/p>\n

While they may not expect every product or business to be part of a global movement, they do want to see businesses go beyond basic corporate social responsibility and truly make a change in their communities and within their own companies.<\/p>\n

92% of Gen Z prefer to support an ethical and authentic brand<\/strong>
\nSource: DigitalCommons@LindenwoodUniversity\u00a0<\/span><\/p>\n

With this in mind, brands need to aim for authentic and real over polished perfection. After all, this is a generation that\u2019s far more willing to embrace imperfect selfies, and they want to see the raw elements of your business too. They want candid photo captions far more than posed pictures or filters.<\/p>\n

Despite the fact that the latter part of the current generation has not yet entered adulthood, Gen Z wields significant influence in the market. However, having come of age during a time marked by geopolitical and financial uncertainty, they typically adopt a saving-oriented mindset instead of a spending one\u2014so it’s going to take extra effort, authenticity, and creativity to win them over. This is an opportunity for brands to consider how they can show (not just talk about) the underlying value of their products or services.<\/p>\n

Be present on the right social media platforms<\/h2>\n

Knowing where to target your content is vital. For Gen Z, it\u2019s social media. Finding the right platform is step one, but it\u2019s equally important to tailor your content for each space to ensure it resonates with your audience. Each social channel has a specific purpose, with varying preferences, expectations, and behaviors exhibited by its users.<\/p>\n

93% of Gen Z spend an average of four hours daily on social media
\n28% bought a product through a social media app in the last six months<\/strong>
\nSource: Statista<\/span><\/p>\n

So, what social media platforms do Gen Z use the most? In the US, the top three is YouTube, Instagram, and TikTok:<\/p>\n

\"Social<\/a>
\nSource: ComScore<\/p>\n

Though not the most popular platform (yet), TikTok is experiencing the fastest growth in users. As its popularity continues to rise, it is one of the best platforms to engage Gen Z.<\/p>\n

63% of Gen Z use TikTok every day; 45% three or more hours a day<\/strong>
\nSource: YPulse<\/span><\/p>\n

Even so, mastering the dynamics of this relatively new social platform is proving to be a hurdle for even the most seasoned marketers. If you want to effectively capture the attention of Gen Z TikTok users<\/a>, make sure you:<\/p>\n