Brands adapting to communication in the Gen Z way
The true digital natives, the GEN Z without any doubt form the largest group of consumers today. Backed by the Bloomberg report, 472 million Gen Z population in India and nearly 32 percent of the global population consists of this new tech-savvy generation. As digital natives, never known life without digital technologies like smartphones and social media, Gen Z is quite unique in terms of content consumption. This shift has transformed the way brands communicate, connect and market in one of the many growing consumer markets of the world. Indicating that brands need to start focussing on communicating directly with the Gen Z’s, in the language they resonate and it needs to be on the top of every brand to-do list!
How are Gen Z as Consumers?
Understanding their activity and dominance in the social space, their perceptions can mean the difference between success and failure for a brand. They are also unbiased and don’t fear to speak their mind out and express their unmatched ideologies with any brand in front of their peers. As consumers, they can be incredibly diligent but also wise. Thus, there is a rational inclination towards brands that use their style of communication
In these unprecedented times, it is extremely crucial for brands to meticulously touch based on relevant conversations and adapt to digitally accessible and opinionated conversations. And indeed brands have dwelled in, communicating with their audience with the most effective measures.
Taking about what their brand really stands for
A brand is no longer solely associated with the product or services provided but also the impact it creates in the lives of people. Claiming no obligation, Gen Z doesn’t shy away from talking about what they feel, who they care about, and what they believe in. The recent survey reveals Gen-Z is increasingly opting for brands that support the LGBTQ community, talk about mental health and stand for a bigger cause within their circle, including on their social platforms enabling them to break the taboos made by the society
So when the generation is Brand Loyalist, they not one promulgate the service offered by the brand but also initiate conversation and represent their values, their expectations of themselves and their peers by supporting the brand.
Building a comprehensive experience
Gen Z, unlike the former generations, has far more options for devices, applications, and formats for information. Primarily using their smartphones for communicating, it is necessary for brands to employ a mobile-focused strategy when developing new capabilities. Connecting with Gen Zers on a real-time basis enables them to provide enhanced mobile functionality, resolving issues, interacting, and educating them regarding the brand. Based on their lifestyles and preferred activities, the generation embraces an environment to interact with.
Ensuring fast performance and benchmarking the capabilities of the back-end systems frequently and analyze where performance lags behind digital-experience metrics is also a crucial consideration for faster and simplified communication by brands.
Creating Short Format Content – Snack able Content
Rising concerns for marketers and content creators are the barriers between the consumer and their attention span. The former having a conscious attention span of 12 seconds and less than eight seconds in Gen Z makes it further difficult to deliver messages.
Additionally, with an abundance of digital devices and platforms catered to, Gen Z is efficient to hop over 3 screens at the same time, due to their short attention and keen behavior to learn new information.
Avoiding long-format content such as a 3000-word blog, unskippable youtube ads and long digital commercials that is difficult to consume has been avoided by marketers. Targeting Gen Z with video ads by best using a short format like YouTube bumper ads, Snapchat, Instagram Stories, or Facebook Stories go a long way effectively by solving the major roadblock.
Developing trust and focusing on building a safer online environment
With the boom in the personalization of content, Gen Z craves privacy. Being transparent regarding data collected and used for further developments in the purchase funnel is appreciated by the digital natives. While personalized content equips all channels of engagement, particularly mobile, with clearly defined policies on data collection and privacy, Gen Z makes aware and conscious decisions.
Managing and controlling their own life as well as data encourages them to develop a secure, safe, and swift online experience wherein they permit to drop cookies or deny staying on the page if not needed.
Distinct in their choice, Gen Zers are a new crop for marketers to understand, challenge, and influence in terms of building strong brand relationships, both in growing and mature markets and to create authentic communications.
About the author:
Rishab Shetty, COO & Co-Founder, Viral Fission