Marketing is all about
knowing your audience and getting them to love and want your brand more than anything else.
And that in itself is
extremely challenging. But where things get even more
tricky is when the
traditional marketing you have grown up with becomes
completely irrelevant for the younger demographic.
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Continue scrolling as media update's Saads Abrahams gives you the lowdown on marketing for the next generation!
Be relatable and different
Let's be honest, there is a
copious amount of content that all of us consume daily. And when you are creating any marketing content, you need to make sure that it is
fresh,
new and
relatable to your younger audience.
The
last thing you want is to create content that doesn't stand out and just gets scrolled past.
Gen Z and millennials
want to connect with the content they consume. So, as a brand, it is vital to create content that you know the younger generation will relate to!
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Authenticity is essential
Following on from the previous point, millennials and Gen Z can spot a fake from a mile away! You need to market your brand in the most
genuine way — do not hop on to a social media trend if it does not align with your brand image.
Do not try to push a narrative that you know
isn't authentic to the brand. Be honest with this generation, and they will appreciate it!
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Create platform-specific content
What you create on
one platform will not always work on another. Gen Z and millennials know the ins and outs of all the social media platforms. If you want to create content that they will engage with, make sure that you
aren't copying and pasting your content onto
every social media platform.
Also, you need to remember that your brand
does not need to be on every social media platform. Yes, TikTok is great; but if you can't create content that works on TikTok, you are wasting your time!
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Market with their celebrities
You have a great marketing campaign, and you want it to reach the younger generation.
Collaborate with social media influencers and celebrities they know and love. You won't reach them if you aren't doing your research into who they follow and whose opinion they value.
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User-generated content (UGC)
This audience is
the most sceptical audience you will probably ever market to. You can use as many influencers as you like; however, you also need to make use of UGC. This content refers to
unpaid or unsponsored social media content.
This works well with the younger generation because it falls into their
need for authenticity. When someone who was not paid to promote your product raves about it — they see it as an
honest review and are more likely to buy these products!
The best way to create UGC without
wishing and waiting is by
sending free products to loyal customers and new customers, and asking them to
review your product! As a brand, you get an honest review of your product and, if they love it, you will receive a plethora of new customers!
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Tap into their FOMO
FOMO is something that most people relate to — and the younger generation is no exception! Creating marketing campaigns that are
limited or exclusive is more likely to draw them in.
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Get their opinion
When crafting a marketing campaign aimed at younger audiences, one of the most important steps is to
get their input.
Holding a
focus group and asking them for their opinion on your
ideas and strategies can be
invaluable in terms of finding out how to best engage with them.
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What are your thoughts on marketing for the younger generation? Let us know in the comments section below.
*Image courtesy of Canva