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.
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
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!
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!
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!
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.
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!
Tap into their 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.
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.
What are your thoughts on marketing for the younger generation? Let us know in the comments section below.
*Image courtesy of Canva