Marketing for Z Generation: key aspects for the profile of the future (3)

In the previous paragraphwe made it clear: it is a strategy that works.  The question is: why? Which is the mechanism? The answer is quite complex as there are more than one single reason. 

First, we talk about an age range which starts with teens or very young adults. The impact of internet on consumption and the way of purchasing is demolishing. Moreover, it has happened very fast , so a lot of companies haven´t been able to adapt to these new consumers´reality. 

It seems obvious, but we cannot sell the same to children and their parents.  

Their habits are very different from those of previous generations. Keep in mind that it is estimated that they spend over 10 hours a day connected and 95% of them have a smartphone ot personal device. Massive media are not only aimed to older audience: they do not even consume them.  

If we choose our influencers properly, we will have people using the same communication codes and are present on the platforms they have integrated into their daily lives.  

Different behaviours are even found in influencer marketing. They are interested in profiles they can be identified with. Of course, those profiles with hundred thousands followers like actors, singers, or athlete are still essential in strategy. However, we cannot forget about other kind of prescriptors with lower volumes. 

We are talking about nano and micro-influencers. Just like we search for smaller market niches or segment our marketing campaigns in order to be more efficient, the same must do the same with influencer marketing, searching for the maximun relevance for a group with a specific interest. 

This leads us from artists and elite athlete to closer people we can interact with. Bloggers, YouTubers, Instagramers, Streamers… all models have changed. 

Despite not being the first to arrive, it is in better health among the veterans of social media marketing. 

Meanwhile, Facebook has lost some steam within the the youngest generaciones like Centennials or  Millennials; Twitter keeps having an important number of users , but it is not that massive; and Snapchat tries to defend itself as much it can taking into account that its differential value was copied by instagram, Stories, and it takes advantage of it better.

Pinterest could aim to get some prominence in the future, but today Centennials are mad about Instagram. Of course, forget about sunsets, flamingos, walks in the beach and breakfasts with muesli and los desayunos de muesli y avocado: that is to dazzle Millennials.

Their attitude towards life is much punk and  la vida es mucho más punk y transgressive, and they are very little seduced by perfection. They search for a much more apparently cared esthetic, even “weird”.  

They consume an average of 68 videos a day , so the interest is so clear. In fact, it is for pure pleasure, YouTube is one of the most frequently used media to be informed and get knowledge (even to study) 

Like Instagram, YouTube is adjusting to new users´likes because the creators themselves share generation with them. 

Actually, what changes is the way not the content.  Tutorials, unboxings, makeup, life style, different talents like dance or sing and, of course, some online games streams still work.  However, from another approach: the one of being under 20 (many of these YouTubers are near 15).

if you are going to produce content for Centennials, make sure that they feel comfortable with it They are a bit closed-minded with what makes feel them uncomfortable, so avoid sensitive topics. 

We can search for profiles that are able to have influence. However, beyond those we could consider standard on any social media marketing mix, there are a couple of special cases. We are talking about Twitch and Tik Tok.

Twitch is a video platform  in the style of YouTube, but it is specially aimed to online games streamers. Well, it was like this at the beginning: now different channels can be found, but we can say it keeps its essence. 

Tik Tok, for its part, seems to become the next revolution. Originally it was Musical.ly, a video network where teenagers uploaded videoclips, it changed its name and expand its range.  

This app is of the favourite among Centennials and it starts to take important steps towards direct monetization for influencers, like allowing to add links in posts. 

This was the third and last issue that will allow you to know the generation with the most potential for Commerce in short and mid-term. If you have read up to here but you have not read the rest of posts, we recommend that you do it: they can be of big help to understand the marketing keys for Z Generation and up to which point its activism affects Centennials purchase drivers