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National Capital Chapter

How Businesses Should ReTool Their Messaging as Younger Generations Gain Purchasing Power

Social media is a staple in our society, regardless of the age group. According to the Manifest, more than 80% of every generation makes social media part of their daily routine.

Despite each generation frequently using it, Generation Z’s social media and online habits differ greatly from those of older generations, even millennials.

As Gen Z gains purchasing power, businesses need to consider how they will need to adjust their current outreach strategies to engage to younger generations.

Studying Gen Z’s social media habits can help shape your business’s PR and marketing strategies.

Gen Z Preferences for Engagement Differ Sharply From Older Generations

When it comes to the younger generations, Gen Z has really started to distinguish itself.

Even compared to millennials, members of Generation Z differ sharply in their preferences for engaging with companies:

  • They prefer to engage with and purchase from companies through mobile
  • They want customized experiences
  • They prefer Snapchat over Facebook
  • They are harder for brands to reach

Another important distinction is their expectations of companies – authenticity is a key factor of consideration among members of this group. They set their standards for brand actions and messaging very high, and expect honest execution from companies.

Understanding these distinguishing characteristics can help a business create a buyer persona that can guide its outreach efforts.

Companies Need a New Engagement Playbook

The traditional method of broadcasting a message over multiple social media channels won’t be effective in reaching Gen Z consumers.

Rather, you have to understand the platforms they visit and the best way to utilize those platforms just to have a shot at getting their attention.

According to the Manifest, 40% of Generation Zers use three social platforms at least once a week:

  • YouTube
  • Instagram
  • Snapchat

Understanding the nuances of these platforms can help inform your messaging. For example, the features these channels share include:

  • Highly visual content with little to no text
  • Informative and interactive content
  • Brief in length

Each platform offers a unique strategy for businesses pursuing Gen Z customers.

Visual Social Channels Provide Allow for Snap Outreach

According to a Science Direct, companies that use Snapchat and Instagram to break news or introduce new products and connect with younger audiences.

This signals that companies should focus on these channels to support their PR efforts.

For example, businesses can use platforms like YouTube, Snapchat, and Instagram to announce new product launches, company announcements, or critical messaging. This can be crucial for setting a public narrative about any news related to your company.

Brief, visually appealing videos that have a strong message or some entertainment value can increase engagement with and awareness of your company.

Businesses Need to Plan Their Engagement Strategies for the Rise of Gen Z

Some companies may find it difficult to switch gears and adopt new strategies that will attract Gen Z audiences, particularly since they are so difficult to reach.

PR pros will tell you that crafting the right messages for the right platforms will make all the difference in engaging with Gen Z.

As their purchasing power continues to increase, it can be well worth the investment to revamp your outreach approach to hit what traditionally has been a fast-moving target.

Grayson Kemper is a Content Marketing Manager for Clutch, the leading resource companies can use to vet B2B services and technology solutions providers.