If you want to appeal to Gen Z, “hire Gen Z,” says Jennifer Quigley Jones, CEO and founder of influencer marketing agency Digital Voices. Whether creating social media content for brand-owned accounts or working with influencers, marketers who want to sell to Gen Z need to work with them.
Why are Gen Z better at marketing and content creation? They are digital natives. Gen Z has grown up with the internet and understands how to interact on it. It also means they have a keen eye for when brands are fraudulently trying to charm them. “Brands that are trying to become Gen Z but don't know how to become one can look very 'awkward' on social,” says Quigley-Jones.
The concept of “being Gen Z” means many things, but it starts with authenticity. While millennial content creators have historically leant toward the polished look of Instagram and YouTube, Gen Z tends to be more vulnerable and willing to take risks, Quigley-Jones said.
There is an unavoidable “nasty” side to social media marketing. For example, #ad appearing on sponsored posts is mandatory for all creators, and paid social media will also label his content as sponsored. However, through effective content and marketing, a brand can capture the attention of his Gen Z audience.
Let's create good content. This seems like a no-brainer, but any brand marketer knows how to use Duolingo, Ryanair, wendy's You need a strategy.
- Hire the right people. According to the U.S. Census Bureau, most Gen Zers are now adults. And about half of U.S. Gen Z adults are non-white. Marketing teams that want to effectively communicate with Gen Z need to reflect the Gen Z demographic.
- Create the right culture. The best brands have created “a culture of courage” and “a culture where people are willing to fail,” Quigley-Jones said. “If you don't have a culture of acceptance of failure, you can't have a culture of experimentation.” In other words, if a brand wants attention-grabbing content that takes risks, some content may fall by the wayside. you have to accept that.
Collaborate with creators. Brands that don't want to take risks with their channels (often for good reason) need to keep certain best practices in mind while allowing Gen Z creators to showcase their brand.
- Let the creator cook the food for you. “Brands need to stop taking brand guidelines so seriously,” says Quigley-Jones. “They need to understand that the brand is a guest on the creator's channel.” Requirements like scripts, multiple key points, or long brand logo features can make the content feel like an ad. Too much will result in poor performance.
- Have perspective. Quigley-Jones points out that sponsored influencer content needs to be fun, interesting, and useful.
Be brave. Insecure content is now synonymous with Gen Z content. Quigley-Jones defined unhinged content by three characteristics:
Content that makes consumers feel entertained rather than marketed to, as American Girl did with their infamous TikTok play on the book The Care and Keeping of You.
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