Reaching a young audience can seem like a daunting task for companies that have been around for quite some time. Where do you even start? Don’t worry, we’ve got you covered. In this post we will give you an inside look into Millennial and GenZ minds to make your digital marketing efforts a bit easier.
Delivery
Content delivery is just as important as the content itself for a young audience.
Aesthetic Appeal
“Is this Insta-worthy?” is a daily concern when it comes to posting or sharing content. What makes a photo “insta-worthy” is often related to aesthetics. Aesthetics revolve around the idea of beauty and artistic taste–clean lines, cohesive colors, camera angle and presentation.
Intuitive Design
Once the photo is deemed aesthetically pleasing, intuitive design enters in. Is the photo easy to share online? As a company, you can ensure shareability with social buttons next to the photo for an easy post. Additionally, easy flow from your website, to one social media platform to the next is important.
Responsive Design
Your company’s website and posts should be related, but not identical, and adapt to the viewing medium. Responsive website design refers to a design that is easy to view on mobile, tablet or desktop and changes layout depending on the device. Young audiences typically use smartphones, so be sure to have a version of your site designed specifically for mobile.
Listen to Your Consumers
Overall, effective GenZ marketing comes down to look, ease of use and speedy interaction. How quickly consumers can navigate platforms is important, but so is how quickly your company reaches out to them. Audiences want to be heard. Consumers express their thoughts through direct messaging or tweeting at a company, so responding in a timely manner will help maintain positive customer relationships.
Interaction
Provide opportunities for consumers to interact as well. User-generated content is exactly what it sounds like: content your audience creates. While it’s almost impossible to regulate, user-generated content encourages people to talk about you and your product. No more having to pay for online marketing and promotion. Polls and call-to-actions are a great way to start. Your company could try a giveaway in addition to a call-to-action, for example, “We want to see how you style your runners. Tag us for a chance to appear on our story or win a €20 giftcard with #RunnersMyWay.” A tactic like this plays into two GenZ realities: FOMO (fear of missing out) and tight budgets. The potential to get something free and gain more views and likes on their posts is enough reason to play along.
Influencers
Young generations look to influencers, either celebrity or local, for direction. Utilize the opportunity to engage with Millennials or GenZ by partnering with other brands and celebrities such as Instagram stars, YouTubers or actors. Industry-specific celebrities have the opportunity to reach a larger, more diverse audience than your company has already harnessed.
Keep it Fresh
Utilizing influencers also opens the opportunity to change up your posts. Keeping your content fresh yet authentic is important to maintaining audience interest, but finding a balance is challenging. Switch up posts with memes, GIFs and different hashtags. Focus your posts on partly selling, partly social; it is social media, after all.
Show Your Good Side
Social media is the perfect platform to emphasize how your company helps the community. Marketing your products is great, but what about the company background? Do you have a feel-good backstory or sell products that help people, animals or the planet? What are your green initiatives? Young audiences are more likely to buy products that they know have a positive impact, so don’t be afraid to share it.
When it all comes down to it, audiences want to be involved, whether it’s by sharing content, voicing opinions or giving back. Opening up will leave you with a better reputation and allow user-generated content to flow. After reading this blog, we hope you feel more knowledgeable on reaching young audiences. Feel free to reach out if you would like more advice!