How to Structure Your 2019 Instagram Marketing Campaigns to Appeal to Gen Z
January 15, 2019
As the first generation to be raised fully on mobile phones and Facebook, Generation Z shows significant differences in its social media habits than generations (including Millennials) that precede it.
Gen Z refers to those who were born in 1997 and later, with its oldest members turning 22 this year.
As a generation that grew up deeply embedded in the overlap between what constitutes “real life” and “online life,” Gen Z is comprised of internet users who are very social media savvy and value time as one of the most significant assets of their lives.
They are able to evaluate the significance of content in a matter of seconds, and they are quick to make decisions based on whether or not that content is worth their valuable time.
Because they make up approximately 25 percent of the US population and, next year, will account for more than 40 percent of consumers, understanding their social media habits, preferences, and shopping habits is critical for those engaged in marketing campaigns that target them as an audience.
It’s important to note that over 90 percent of Gen Z are consuming brand content on social media, with more than half of them indicating that they have purchased a product as a result of celebrity or social media influencer endorsement.
50 percent of them have purchased items that they first say in a paid social ad on one of their three favorite social media networks: Instagram, YouTube, and Snapchat.
They are decisive when it comes to making purchases, and, as a result, businesses should think about how to structure an Instagram marketing campaign that will appeal to Gen Z.
In order to assist businesses in the new year, we’ve gathered some tips for you to make it easier for you and your team to ensure your advertising and marketing meets those requirements.
Know how often, when, and what to post.
It’s important, with Generation Z, who spends more time on social media than any generation before it, to be particular about the type of content you are delivering.
Because increased engagement on social media can lead to anxiety, depression, sadness, loneliness, and a sense of isolation, choosing inspirational or uplifting content can be especially palatable to Gen Z.
It is not uncommon for this generation to take intermittent breaks from social media, making the time spent on your channel an important opportunity for you to build a sense of community or improved self-esteem.
While you want to share information that gives a clear and robust picture of your brand, it’s important to focus on the positive as much as possible in the delivery of content.
Engagement with this generation should be consistent, with at least 1 or 2 posts a day since they will be online more than most and looking for something new.
Shorter posts, in bite-sized portions for time-conscious young adults, is also critical.
You may want to diversify your posting times since recommended posting times are varied depending on which experts you consult.
It’s important to note that frequency and timing seem to matter less than consistency.
Falling into a pattern of posting several times a day and then downshifting into a post once a week will cause you to lose followers.
Choose a posting frequency that can be maintained.
Tell a story that shares their interests (and faces!)
Instagram is a “visual inspiration platform” designed to captivate your target audience through images and video.
Your content and advertising should include images that are representative of Generation Z.
Most people, especially teenagers, find preachiness unappealing, but love to see themselves reflected onscreen and in content.
Businesses should make a conscious effort to include images of Gen Z’ers across all of their social media channels and use marketing missives that tell an appealing story.
Through intriguing images and captions that reflect your understanding of Generation Z, their pop culture, and their interests, you can draw followers into your world and creating a community.
User-generated content that results from these images will also appeal to those following your profile.
If you are already doing this, try creating videos to add to the aesthetic.
Videos have become a critical part of many businesses’ marketing campaign because they allow you to connect with your followers in a very real way.
It also allows you to show what you know about what interests them.
Use their pop culture and values in your protocol.
Every generation has a unique perspective and personality.
From hairstyles and clothing to people and places, popular culture helps define Generation Z and set it apart from others.
According to Forbes, Generation Z workers are different in that they are more competitive and entrepreneurial than others; they prefer face-to-face communication, and they are stability-minded individuals who expect to be catered to in the workplace.
They’ve learned a lot from the mistakes of generations before them, and brands who want to be considered by Generation Z consumers need to understand both what they value:
- Generation Z takes a stand on important issues and practices what they preach. As a result, they expect brands to do the same.
- Marketing messages should reflect a realistic portrayal of life. Generation Z will not appreciate a non-diverse or utopian advertising message.
- Communication should be authentic. Two-way conversations mean that you market with them, not to them.
What are some Generation Z characteristics that you believe affect a marketing campaign? Feel free to share here.