Understanding the psyche of the audience is a prerequisite for every social media marketing strategy and this also goes for influencer marketing. Influencers have taken over social media like never before and brands can no longer escape the potential of this marketing technique. Influencer marketing is set to grow tenfold in the upcoming years and the statistics state that businesses will invest almost 75% of their marketing budget on influencer marketing.
With so many businesses relying on this marketing strategy, the competition is also going to increase.
Initially, Millennials formed the crux of the audience base for influencer marketing campaigns but now brands need to move towards a different consumer base and that is Generation Z. The social media behaviour of Gen Z is very diverse from the Millennials. Right from making purchasing decisions to relying on a brand, Gen Z has a different line of thought for every step.
This simply means, your old influencer marketing strategy might not work for them!
To create an effective influencer marketing plan, it is necessary to understand the Gen Z age range. Before we go ahead with the influencer marketing trends for 2021, let’s understand the Gen Z age range.
What is the Gen Z age range?
The generation born after the Millennials is termed Generation Z. The Gen Z age range is people born between 1997 to 2015.
Major Differences Between Millennials and Gen Z
Age is a crucial point of differentiation between these two generations but there are several other factors too that set Millennials and Gen Z apart. These differences impact how they consume brand content and the way they use social media platforms to make buying decisions. This is why it is important to keep the following points in mind when framing an influencer marketing strategy. Let’s take a look-
1. Brand values matter more to Generation Z than Millennials
Millennials still follow the old route when it comes to trusting a brand and that is their purchasing decisions are made on the basis of their usage. Gen Z, on the other hand, focuses on more than just the usability of the products and services offered. Gen Z keeps a close watch on the brand values. Only if the brand values are in sync with their own beliefs will they rely on it. Brands need to be careful of what they post and preach on social media!
2. Gen Z is omnipresent on social media
Gen Z uses a variety of social media platforms and brands need to be present on those platforms to connect with them. Influencers are present on all platforms and brands must make result-oriented strategies to convey their brand message effectively.
3. Millennials might not demand much innovation from brands
Gen Z is in for investing in new experiences and wants to try new things. This willingness is low in Millennials as compared to Generation Z. Additionally, Gen Z is more likely to spend on experiences than just have a material possession.
4. Gen Z is hard to convince as compared to Millennials
Generation Z is loaded with information from various sources and their buying decisions cannot be influenced easily. This is why influencer campaigns for Gen Z need to be structured with a lot of thought. Simply giving them a discount won’t help!
The buying behaviour of Gen Z impacts the way brands and businesses market their products and services to them. Let’s understand some trends that can help you with Generation Z marketing.
Influencer Marketing in 2021 for Generation Z
Take advantage of their short attention span
Generation Z is always online, to say the least. Brands can take advantage of their online presence and short attention span by collaborating with influencers that are quick to deliver the intended brand message through engaging content. Influencer marketing platforms like Unbox Social can help you find influencers that are the right fit for this generation.
No space for false promises and claims
Brands and businesses need to be very careful when marketing to Gen Z. This generation is well-equipped with resources to get all the information they need. And hence, there is no way you can impress them with false promises and claims. Be it micro-influencers you are teaming up with or nano influencers, see to it that they are genuine and reliable. This will impact the way Gen Z perceives your brand.
Stick to the point
Millennials sure looked for a background story and wanted more than just quick information but the same cannot be said for Gen Z. Just like we mentioned earlier, Genz is always online but rarely has the time to go through lengthy content. Make sure your influencers know this and create content that gives them the gist of the message quickly. Social media platforms have several features that can help you convey brief content. For instance, Instagram influencers can use Reels to convey a message briefly.
Diversify your marketing channels
Brand managers need to diversify their influencer marketing campaigns for Gen Z. This is because sometimes Generation Z is more active on less popular social media platforms. Ignoring the less popular platforms can negatively impact your brand. Moreover, not marketing on such platforms means you can miss out on a chunk of audience.
Design influencer campaigns that need their participation
Generation Z are active users of social media and not just passive consumers of information. When using influencers in marketing for Gen Z make sure to note that the campaign must involve something for them too. Something as simple as using your hashtag or submitting UGC can work wonders for your campaign reach and engagement. Generation Z likes taking an initiative and this also applies to the campaigns directed at them.
Influencer marketing tools can help you frame effective campaigns. Here are a few features of Unbox Social’s influencer marketing solution.
Unbox Social– Influencer Marketing Platform
The Unbox Social tool has a reliable influencer database and lets you find influencers. The tool has filters that will make your influencer search super easy and hassle-free.
Find influencers based on captions, hashtags, and mentions
Apart from follower range and post filters, the tool filters out influencers for you based on hashtags, mentions, and captions. Brand managers can find influencers using specific hashtags and captions. This will help you narrow down your search for influencers that are the right fit for your campaigns.
Helps you find influencers based on audience demographics
The tool has advanced filters that help you find influencers based on audience demographics. For instance, if you want to find influencers that have an audience base of a specific age bracket, the tool enables you to do the same. This simply means you can search for influencers as per their follower demographics.
Create influencer lists and analyse the selection
Once you choose the set of influencers, the tool gives you a summary of your selection. The tool gives you an influencer pyramid that tells you the category of the chosen influencers. Further, you can also see the total reach and the average interactions.
We hope this guide on Generation Z marketing will help you carve out effective influencer marketing campaigns. Here are a few more blogs to help you with influencer marketing-
- 5 Biggest Mistakes Brands Make When Finding Influencers
- 10 Skincare Brands That Are Making The Most Out of Influencer Marketing
- Nano Influencers: Why Brands Need Them Now More Than Ever