Table of Contents
Highlights
Marketing to Gen Z is very different from every other generation as they have to be understood to know what kind of content they like-to use authenticity, short-form video for value-driven messaging. The first generation to grow up as a purely digital generation is Generation Z, meaning more hours are spent on these platforms such as TikTok, Instagram, and YouTube. For that reason, brands will pay attention to creation of real, inclusive content and connect well with the pursuit for transparency and social good driving Gen Z. GCC Marketing helps businesses find the way to these platforms and develop campaigns for this powerful demographic, closing engagement and memorability loopholes.
Understanding Gen Z: The Social Media Generation
From 1997-2012, Gen Z is a very different audience for marketers-first-generation kids to grow up with social media. So, their expectations of online experiences would be set far apart from those who may come before them, such as millennials or Gen X. They want authentic content, straight engagement with brands, and values that really reflect their own. These are digital natives who consume media at a very fast rate, meaning they need to be caught with attention in a matter of seconds. Each person needs to be connected to types of social media including TikTok, Instagram, and YouTube, and it takes knowing their behavior, interests, and values.
For companies seeking to grow their brand within the GCC region, GCC Marketing has such strategies on Gen Z and their patterns of usage when it comes to social media. As one of the veteran advertising agencies in Dubai, GCC Marketing uses data-driven studies that make companies maximize their presence online by focusing on marrying the messaging to what Gen Z wants-values and content.
Social Media Habits of Gen Z
Gen Z is vastly different in their use and consumption of social media. They prefer applications and platforms that help them express themselves creatively and also provide them with short-form content primarily consisting of images and videos. The next most popular application for Gen Z after TikTok are Instagram and YouTube. It’s where people spend the majority of their time, so brands must be there too if they want to get attention.
Unlike older generations, less interest is held in traditional advertising for the Gen Z generation. They look for brands which entertain, educate, or have an added value for their experience. For instance, videos on TikTok, which are more behind-the-scenes and user-generated contents or social issues, seem more effective when trying to get the Gen Z involved rather than extremely produced and polished commercials. GCC Marketing understands the nuances it can help businesses with while creating campaigns that resonate with Gen Z; through entertainment and authenticity and through emotional engagement.
Authentic Content That Connects
Authenticity is one of the main essential elements to reach Gen Z over social media. Gen Z is very sensitive to marketing tricks and can instantly notice a brand that does not want to be candid and real. Therefore, they rally around the brands that prefer transparency and authenticity. So for businesses, it will be making content that is truly representative of real life, values, and challenges.
Storytelling is that aspect of authenticity building. This generation of Gen Z is interested in all stories concerning social justice, climate change, and mental health awareness which should be displayed by brands as authentically and meaningfully possible. Business enterprises can use GCC Marketing to present the authentic and evoking connection of the brand to storytelling. The strategy will align brand stories in view of related social issues and trends.
Another major influence for engaging Gen Z is consumer-generated content. They believe their peers’ opinions and experiences over traditional advertising. Engaging your audience to create content about your brand and sharing it in channels shows your brand cares for its community. GCC Marketing can help you design campaigns that encourage followers to create their own content, amplifying your reach and strengthening trust with your Gen Z audience.
Leverage TikTok for Brand Engagement
TikTok is the best platform for Gen Z. The short-form video format in the app makes it easier to engage users quickly and creatively. Moreover, the algorithm set by TikTok, focusing more on the interests and behaviors of its users, makes it easier for brands to reach a larger audience more organically.
The secret for businesses looking to take advantage of the potential of the platform is content that hails in accord with popular trends, challenges, and sounds on the platform. TikTok, being a social media application, feeds heavily on virality; thus, brands can explode within very short periods if they assimilate the trends, even setting up challenges to engage users. GCC Marketing assists companies in developing their strategies for TikTok by analyzing the trends of the platform and assisting in choosing what kind of content to post, ensuring that it aligns with your brand’s objectives.
Another significant resource in targeting Gen Z is the influencer collaboration of TikTok. The members of Gen Z follow influencers whom they believe and trust. Influencer collaboration with those influencers compatible with your brand opens up a wider Gen Z audience for you. GCC Marketing specializes in finding influencer collaborations compatible with your brand and can be helpful in developing influencer partnerships that drive engagement and results.
Instagram: The Visual Playground
Though TikTok captures most of the focus of Gen Z at the moment, it’s still an important platform to reach this age group. As a visual-first platform, Instagram has demanded that brands put focus squarely on quality images and videos that are visually appealing. But beyond that, there’s Instagram Stories, Reels, and IGTV, offering more interactive, bite-sized formats for reaching Gen Z.
In fact, Instagram Stories are extremely helpful for brands looking to create more authentic, behind-the-scenes, content. Bringing daily operations, new products, or employee insights up front creates a much deeper connection with followers. Gen Z relates very well to the raw and unfiltered nature of Stories, where people can engage even more personally.
Other features include Instagram Reels, which are really close cousins of the short videos of TikTok, enabling brands to tap into trending content and create virality opportunities. We at GCC Marketing help businesses navigate these various Instagram features while optimizing your content strategy so that it reaches Gen Z.
YouTube: The Long-Form Content Haven
While short-form content is a must-have in the enticing of Gen Z, long-form content too holds its place in consumption for social media. YouTube will be the go-to platform for more detailed tutorials, vlogs, and reviews on products. Thus, brands have an opportunity to add value on YouTube through longer forms of content that allow them to dive deeper and further to satisfy the needs and interests of Gen Z.
The GCC Marketing firm can help a business plan and develop its strategy on YouTube, in this case by educating or entertaining. In particular, whether through highly detailed product reviews, step-by-step how-to information, or branded entertainment, on YouTube, an opportunity exists to establish authority and really connect with the Gen Z audience.
Brand Values
One trait that defines Generation Z most vividly is its sense of social responsibility. This generation cares about not just what the brands it supports tell the world but also what values are behind these brands. Whether environmental sustainability, ethical business practice, or social justice, companies are expected to stand on a taking-a-stand basis on crucial issues.
To effectively speak with Gen Z on social media means to communicate the values most authentically and transparently. This is not just talking about the right causes but acting on them also. While donations, running campaigns, or entering into partnerships are done, it’s the brands that are most in tune with their stated values that are most in tune with Gen Z.
Through GCC Marketing, we help companies identify brand values and incorporate those values into a social media strategy. In this way, we could quite easily help a brand connect its message to some form of social issue that matters deeply to Gen Z.
GCC Marketing: The Pioneer in Social Media Strategy.
Staying in Dubai, GCC Marketing can serve the multiple needs of businesses that would bring forth new, exciting digital trends as business leaders work to reach the new, more youthful audiences. Our approach to social media marketing is data-driven, creative, and authentic. We know that to reach Gen Z requires a different kind of approach, and we always work closely with our clients to develop campaigns that find a voice with this audience.
From TikTok and Instagram to YouTube, GCC Marketing helps businesses unlock all their potential on social media by creating content that speaks directly to the preferences of Gen Z. Our team of experts assures you that your brand stays fresh and engaging to this digital-first generation.
FAQs
What is social media to the Gen Z generation?
Most time is spent on TikTok, Instagram, and YouTube.
How do you go about creating authentic content for an audience composed of Gen Z?
Telling stories on real life and real values is paramount. Authenticity has to be one focus point, and user-generated content is an excellent way of attaining trust with this generation.
Why might TikTok be effective at reaching Gen Z?
The short-form, coupled with the viral nature of the app, really lends itself to outreach to Gen Z. Brands can also tap into trending challenges along with influence by way of a partnership with an influencer in further extension of reach as well.
What are the values of Gen Z that are driving purchase decisions?
Gen Z is the most socially active generation to date. However, this needs to seep into something much more meaningful for them to care about-environmental sustainability and social justice. The more that brands speak on and work towards these values, the more of a chance they will have of winning the love from Gen Z.
What exposure does influencer marketing open up to access Gen Z?
It really becomes one of the major deciding factors on what Gen Z should buy. Reach out to those influencers, who will sanctify their loyalty to your brand while you try instilling confidence in them.
