Gen Z (or Zoomers) are people born between 1996 and 2010. With more than
half the generation now in adulthood, represent more than $140 billion of
spending power.
So, if you haven’t yet adjusted your social media content to reflect their values
and behaviour, now is the time to start. Fox and Forth is a leading marketing agency,
and we’re here with our top tips on how to create social media content for Gen Z.
1. Have brand personality
Your social media management for a Gen Z audience should reflect a clear brand
personality. Gone are the days of curated and clean content. Instead, represent
your brand through personality, which is easy as part of your Instagram
management.
Think of the social media Zoomers use (TikTok and Instagram) and consider
how content is person-focused rather than product-focused.
2. Be ethical and inclusive
One of the biggest drivers behind Gen Z's social media content is inclusivity.
They’re a generation of diverse people, meaning the products they want to buy
must reflect these values. Even something as simple as diverse models in product
ads or brand reps is a good start.
Also, where possible, show your brand’s ethical stance. Zero-waste, low-carbon
products are very in right now, as are brands that offset carbon emissions. While
this can be difficult to incorporate into something like Facebook management,
it’s a big seller for Gen Z. Just be careful not to greenwash your products because
they’ll know the difference.
3. Be community-focused
Establishing a community around your brand isn’t revolutionary marketing
advice. However, it’s more important than ever when curating social media
content for Gen Z.
They’ve grown up on the internet, and a product-focused community gives them
something to bond over. Rather than just working with influencers as part of
your Instagram management, seek out “normal” everyday people who reflect
your brand’s values. It can be a great way to create real conversations and
establish your brand as an industry leader.
4. Be entertaining
Again, this is nothing new but is more important than ever. To be an
entertaining brand, you must create content that hooks viewers in and
showcases your products, and you have less than 10 seconds to do so.
The easiest way to do this through your social media management is by
combining points 1, 2 and 3 on this list. For example, repost videos of customers
using your products, particularly if they’ve created content on something like
TikTok or Instagram Reels. Doing so shows inclusivity, personality, and your
focus on community.
Final Thoughts
Social media management for Gen Z in 2022 will involve a considerable shift for
many brands. As an internet-heavy, newly adult generation, they represent the
next trend in marketing strategy.
Of course, the most effective way to do this is by hiring an experienced
marketing agency, such as Fox and Forth. As a leading Edmonton social media
agency, we can help your brand stand out from the competition in the eyes of
Gen Z. Get in touch to see how Fox and Forth can help with your social media
management in the coming year.