How Gen Z Has Affected Digital Marketing
By: Andrea Alessandrini, Social Media Manager at Foodie Tribe
Gen Z is the first generation to grow up in a digital era. Isn’t that crazy to think about? Their childhood included Google, social media, and cell phones, as opposed to the generations before them. Because they’ve been raised nearly entirely in the digital age, they have affected digital marketing and have changed the industry as a whole. Here are two ways Gen Z has greatly impacted digital marketing:
Shorter, Easily Digestible Content
When we think of Gen Z, we often think of social media apps like Instagram and TikTok. What do you see on these platforms? Short, quick, and captivating content. This is the type of content Gen Z enjoys, and it has evolved into the type of content everyone else craves to see as well. People nowadays become uninterested quickly and have become accustomed to watching videos that are short and engaging. This new trend has forced brands, influencers, and content creators to create engaging and shareable content that is both visually appealing and entertaining to capture the attention of Gen Z (and other generations). It’s because of them that content today is faster and shorter than ever!
Authentic and Relatable Content
Gen Z enjoys creating and watching authentic content, where people show their “true colors.” Seeing people make mistakes while filming, forgetting an item while cooking, etc. This shows more of the real world rather than polished, high-quality content. Don’t get us wrong, this type of content is great and still has its place in a brand’s marketing, however, we’re increasingly finding that brands have to create different types of content for different platforms. For example, people tend to be more casual on TikTok as opposed to Instagram and Facebook, and in general, content posted on social media tends to lean more towards authentic and real rather than high quality and over-produced. Brands have had to adapt their marketing techniques to be more authentic and less “salesy” to attract the audiences present on different platforms. Moving forward, it's imperative for brands to nail down content that provides value to their audience, rather than just promotes their products or services.
Overall, Gen Z has changed digital marketing, forcing marketers to adapt to the evolving social media and digital marketing trends. Marketers, creators, and brands who are implementing these changes, and creating content that resonates with Gen Z's values, will be able to connect successfully with this generation.
Want to be able to connect with different generations on social media? We’re here to help! Reach out to Foodie Tribe today to learn more about how you or your brand can connect with a wider audience on social media!