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Worried About Marketing to Generation Z Consumers

Worried About Marketing to Generation Z? Here are 3 Creative Ways Your Business Can Respond

Posted on: Oct 08, 2018 6 min read

The numbers of generation Z consumers are leaving social media or taking a break because of the way it makes them feel. Many consumers between the ages of 18-24 believe that social media has made their life much better while 64% believe that it’s good, however, they want to “take a break”. This can significantly affect your marketing decision, especially if your business is in the millennial marketplace.

In this blog, we will show you how to battle against the Generation Z consumer behaviour.

Social Media Anxiety:

According to recent research, more than 4 out of 10 millennials state that the excessive use of social media makes them feel sad, depressed or more anxious. Around 29% say that social media has made them more insecure of themselves while staggering 22% of the survey respondents state that using social media on daily basis has made them feel like they are missing out on life.

Around 35% state that social media is full of negativity which affects them emotionally.

Approximately 26% want to take a break from social media because there simply isn’t anything that can keep them interested.

A staggering one fifth believe that social media is affecting their private life’s, while 18% suggest that social media is too commercial and is there just for money, rather than providing a good user experience.

Finally, 17% state that social media makes them anxious and makes them feel bad about themselves because they are not as perfect as someone they see online.

Social Media Success

Looking at social media from the polar opposite perspective, 77% of the surveyed people state that social media brings more good into their life than bad as 61% believe that social media leaves a positive impact on their self-confidence, while 66% say that it makes it much easier to connect with people and has a positive effect on their friendships with others.

Staggering 50% of the surveyed state that they have made a buying decision because of an influencer that they have been following for a while which you as a business need to take into consideration when you are planning your next marketing campaign.

How to Handle the Gen Z Social Media Exodus

Below, you will be able to find 3 ways you can keep your Generation Z social media followers engaged with your business.

  • Spread Positivity: One of the most important factors that can affect your social media engagement with this particular category of users is being positive and spreading a positive message through the content that you produce for your business. Generation Z does not want to see negativity, criticism or any other negative energy or vibe that you may find valuable to spread. Always think twice about the content, the message you are trying to spread and if it can be misinterpreted by the person on the opposite end of the screen.
  • Relevancy: A staggering number of social media users between the ages of 18-24 report that a lot of the content online is irrelevant to their interest or is simply outdated and make no sense for it to be online. Young people love sharing everything with their friends, therefore if your content is relevant to their interests and provides some sort of value, they most likely will expose your content to all their friends which is incredibly easy for your business to gain an immense traction through word of mouth. On the other side, if your content is not relevant, it is practically useless.
  • Don’t be too promotional. It isn’t necessarily a bad thing to promote your business to your followers; however, overdoing it can push your followers away because, at the end of the day, no one wants to have their feed spammed with discounts and offers. Over 65% of the surveyed people state that they do follow a business online and suggest that a maximum of 1 out of 5 posts from a business should be promotional. The less you promote and the more value you bring the better for your business reputation.

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