In today’s digital age, reaching Gen Z consumers requires a slightly different approach that respects their digital behaviours and preferences. Growing up in the era of apps and instant connectivity has shaped their attitudes toward media consumption and advertising. In a recent article by EMarketer, five essential statistics that advertisers should consider when targeting Gen Z were listed.
First, Gen Z values their online privacy. A significant 82.7 percent of American Gen Z adults aged 18 to 24 express concern about data privacy when interacting with brands and using apps online. This generation considers transparent privacy policies highly important for maintaining brand loyalty. With increasing concern about data protection laws, brands must prioritize compliance and transparency to build trust.
Secondly, more than half of Gen Zers globally use social media as their primary platform to search for information about brands, products, and services, even more so than traditional search engines. Platforms like TikTok, YouTube, and Instagram, known for image and video-based content, are particularly influential towards this generation. Advertisers can leverage these platforms by adapting to new ad formats and placements that resonate with Gen Z’s consumption patterns.
Furthermore, video content also plays a pivotal role in how Gen Z discovers brands and products on social media. A considerable 68 percent engage with brands through video content, while 47.8 percent do so through creator content. This trend pushes the effectiveness of influencer marketing and highlights the shift towards more integrated campaigns that foster long-term engagement with the brands or products.
Another tactic highly effective for capturing Gen Z’s attention is capitalizing on second-screen use. Gen Zers are avid multi-taskers, with the majority of them using a second screen while watching TV. Smartphones are their constant companions, creating the habit of screen hopping and continuous connectivity. Advertisers should utilize this behaviour by creating visually engaging campaigns tailored for multiple devices.
Lastly, Gen Z and millennials are receptive to personalized offers delivered through various channels, including text messages, app notifications, social media ads, and website pop-ups. While email remains a preferred channel across generations, younger consumers appreciate exclusive access and tailored recommendations. Advertisers can enhance their engagement by diversifying their ways of communication.
