The Usage of Social Media Marketing To The Generation Z
What is Generation Z? Generation Z is the people who born in the late 1990’s to early 2000’s, which is a little younger than the millennial. This generation is a huge group and they extremely grown up in the digital age, and specifically, they are strongly influenced by social media.
According to Dan Baum, one of the trends of social media in 2018 is the increasing power of the Generation Z. Goldman Sachs says that marketers need to realize the value of the Generation Z and shift their social media marketing strategies based on the trend of increased buying power of this group.
There are data illustrate that 80% of Generation Z are influenced by social media in the shopping, especially for Instagram(44%), YouTube(32%), and Snapchat(21%). As a result, marketers need to better use the social media platform to better attract the Generation Z.
Based on the research from Kantar Millward Brown, young people tend to be disgusted with ads on their mobile phones. It becomes a difficulty for the marketers that how to great use the social media channel that this generation lived with for marketing.
One of the most effective ways to target this demographic is that using influencer marketing. Generation Z spend much time on the social media platform, like Instagram, YouTube, to follow their favorite influencers’ and celebrities’ posts, what they dress and use have a strong impact for Generation Z. When Generation Z want to buy some product, they may go to YouTube or Instagram first, to search the recommendation or comments of different brands from their friends, their favorite influencers (or we can say that the Key Opinion Leaders on the internet). Therefore, marketers should get to know more about Generation Z’s influencers well to better use this advantage.
Nowadays, many brands sent their own products to the powerful influencers on the social media platforms that have connections with their target audiences, and want them to make YouTube video, post, or Instagram story that to reach their target audiences.
The content and the way the product was promoted is also very important. Young people don’t like the traditional meaning of advertising, they like interesting, funny, creative and fashion things. The fresh, innovative ideas and campaigns will attract more attention of young people, build a great brand image, and finally transform into purchasing.
With the rapid development of social media technology and the increasing group of Generation Z, marketers need to develop the new method to better use social media platform for promotion.
Definitely agree! How to design ads almost determines whether the investment into them makes sense, since I never read those boring pop-up pictures, videos or words for advertising but look for lovely brands shared on Weibo by posters who have their original style and special taste. One guy called “ng家的猫” I followed on Weibo makes great videos for advertising which are extremely funny and worth watching for killing leisure time. There’re more people like him who has millions of followers and they have great influencing power! I think that’s why more and more brands would like to advertise via those non-star posters.😋Nice post!
回复删除Thanks for your comment! I also followed many interesting influencers on Weibo, and it saves my boring times! Love you!
删除It's the first time for me to learn about the concept of Generation Z. I agree with you that to seize the group of young people in the marketing, we need to be more creative. Also, we need to take advantage of the different features of different social media platforms.
回复删除Exactly agree with you! And it is also my first time to know the term, and that's why I want to share the idea with you.
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