A Gen-Z perspective on digital marketing in 2023
What is Gen-Z?
The Generation Z demographic (Gen-Z, or ‘zoomers’) comes after ‘Millennials’ and before ‘Generation Alpha’, and typically includes people who were born between the mid-to-late 1990s and the early 2010s (generally, 1996–2010).
As a member of the Gen-Z demographic who works in marketing, I’ve watched the rapid change of the online advertising landscape in recent years.
Social media, influencer marketing, and the way algorithms shape our online experiences have all had a huge impact on how brands connect with their target audiences.
In this blog, I will discuss my outlook on marketing in 2023 and beyond, from a Gen-Z perspective.
Are Meta ads still worth the investment?
Meta (previously Facebook) continues to dominate in sheer user numbers in 2023. Many brands use Meta advertisements to effectively reach their target demographic. Meta ads, in my opinion, are worth the money if used strategically.
The most popular social media platforms as of January 2023, according to Statista.
Brands may personalise their advertising to certain demographics and interests thanks to Meta’s large user base and extensive targeting options. However, it is critical to strike a balance between advertising and authentic information.
Gen-Z values authenticity, and is more likely to engage with content that provides tone-conscious entertainment or valuable information. Brands should consider this when developing the creative assets and copy they’re running in ads personalised towards Gen-Z audiences.
Social media marketing trends in 2023
To maximise the impact of ad campaigns targeting Gen-Z demographics, businesses and brands should prioritise the following areas:
Influencer Marketing
Creators and influencers continue to have a large influence on Gen-Z purchasing decisions. According to a report by market research firm Morning Consult, 54% of Gen-Z consumers have purchased something after seeing it recommended by a social media influencer.
Working with relevant influencers who share a brand’s values and target demographic can create authentic, impactful, relevant campaigns.
Gen-Z values relatability and seeks advice from trusted figures. Brands can capitalise on this by developing meaningful collaborations with online influencers and co-creating content that is relevant to their target audience.
Gen-Z is also drawn to micro-influencers, who have smaller but highly-engaged followings. Micro-influencers are often perceived as more relatable and trustworthy, so their recommendations typically carry more weight.
Working with micro-influencers who have a genuine interest in a brand's specialty is a particularly powerful way to reach niche, high-converting audiences.
Personalised Experiences
Gen-Z is looking for personalised experiences that will make them feel noticed and understood. Brands that invest in data-driven personalisation are more likely to capture the attention of Gen-Z.
Social Responsibility
Gen-Z is acutely aware of social and environmental challenges. Brands which actively demonstrate their commitment to social responsibility have a better chance of attracting and retaining Gen-Z customers. Businesses can develop a meaningful connection with Gen-Z by incorporating sustainability, diversity, and inclusivity into their marketing efforts and company image.
What attracts Gen-Z to brands?
Marketers should consider the following essential factors to get Gen-Z's attention and generate brand loyalty:
Authenticity in marketing
Gen-Z is looking for authenticity in brand messaging and activities. Being consistent and transparent nurtures trust, which is essential for long-term brand loyalty. Brands that own their flaws, exhibit their principles, and communicate candidly are more likely to connect with Gen-Z.
Connecting emotionally through captivating narratives
Gen-Z is drawn to interesting stories. Brands which can create compelling narratives and connect emotionally with their customers are more likely to succeed. Storytelling can be achieved through a variety of media, such as videos, social media posts, or blogs, allowing Gen-Z to develop a stronger relationship with the business.
Using user-generated content (UGC) in marketing campaigns
Peer recommendations and user-generated content are important to Gen-Z. Encourage UGC through contests, challenges, or interactive campaigns to build community and engagement. UGC strengthens the brand-to-consumer relationship by making Gen-Z feel involved and connected.
From the perspective of a Gen-Z marketer, online advertising in 2023 should entail managing the shifting digital landscape while maintaining the basic values of authenticity, personalisation, and social responsibility.
Brands can successfully connect with and captivate this influential generation by utilising Meta advertising efficiently, focusing efforts on influencer collaborations and personalised experiences, and knowing what hooks Gen-Z through authenticity and storytelling.
Embracing emerging technologies and using the power of micro-influencers improves a brand’s capacity to leave a lasting impression on Gen-Z consumers for years to come.