Every generation teaches new lessons to marketers. Marketing to Gen Z requires more than just selling a product or service because this is the generation bringing in new trends on the internet every day. As a marketer, your strategies should be aligned with the ways they communicate. They express emotions with emojis, use GIFs and memes to convey their ideas, and do not believe in sending long texts.
Communication trends change with time. Just think about how crazy email was when it first started or how sending 100 texts a month used to seem like a lot, while today, people send 100 texts a day easily. Communication also varies from generation to generation. While your friends will send you birthday memes, GIFs, and emoji faces, your grandmother and parents will probably call you and not know much about emoji stickers. This is the difference. And it’s not just between people but also between consumers and brands.
Gen Z is taking over the consumer market. It is believed that 40% of the consumers in the US belong to Gen Z, and they will surpass millennials as the largest consumer base by 2026.
So obviously, you need to know how to connect with this generation that has the capacity to spend hundreds of billions of dollars.
If you are wondering about the difference between millennials and Gen Z, there’s no clear-cut distinction. But certain characteristics unique to them are:
- They are the first generation who have had easy access to technology all their lives.
- They are the oldest generation graduating out of college and entering the workforce.
- They are a financial powerhouse.
- They are value-conscious and care about the environment.
As a brand, you need to tap into the potential of Conversation Media (emojis, memes, GIFs, and stickers) to cater to the newest generation of consumers - Gen Z.
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Reasons why Conversation Media caters to Gen Z
Wondering how emojis and GIFs can improve your marketing? The tech-savvy generation expresses their feelings via visual forms of media. So the key is to communicate with them in their language.
Keeps them engaged
Gen Z lacks patience and are quick to switch between channels and social media platforms. They lose interest quickly. This is where visual forms of media like emoji stickers come in. You cannot market to Gen Z the way you market to other generations. You need to do it their way. By understanding why Gen Z uses emojis, stickers, GIFs, etc., you can attract an entirely new audience. For instance, remember how Pepsi catered to the new generations with their emoji bottles? Fans could pick from among various themes, including food, sports, travel, music, and more, to spark unexpected conversations and shareable moments with their friends.
Gives a human touch to your brand
Use of GIFs and stickers makes your brand seem less corporate and more human. Gen Z wants to do business with brands they can relate to. It shows that you are a business focused on providing a positive experience. As a brand, you need to figure out the right platform that will pique their interest.
For example, Adobe found that Gen Z is more likely to express emotions with emojis on Snapchat and Instagram than Millennials. Moreover, they also showed interest in making a purchase just with the use of emojis. For instance, do you remember Dominos once allowed its users to place an order just using it 🍕?
When you add animated images to your marketing strategy, you are making an effort to communicate with your audience in the language they use. Here, you cannot just use any stickers or GIFs. Instead, ensure that you are using something that will enhance their visual stimulation.
Can be used across platforms
Gen Z is not using just one platform. They see something on Instagram and purchase the same thing on Facebook if they get a better deal. They switch quickly. You can use Emojis faces, stickers, and GIFs across platforms by incorporating them into your brand strategy. You can use them on social media, emails, and the website. Many apps like Snapchat or Bobble AI allow users to share stickers and GIFs across messaging platforms. This can give a huge boost to your marketing.
Conclusion
Research suggests that using visual media increases the willingness of the audience to read by 80%. Experimenting with GIFs and stickers will help you grab their attention quicker. If you want to market to Gen Z, you need to become a brand they relate and look up to. Conversation Media can play a great role in devising your marketing strategy specifically suited for the Gen-Zers.
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