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3 Social Media Mistakes Companies Make When Marketing To Gen Z

Gen Z now accounts for 25% of the United States population. Commonly known as the mid 1990’s to mid 2000’s group, they have started to become the most powerful generation today. With over $40 billion in purchasing power and an expectation to be 40% of consumer purchasing power by 2020, it’s essential for companies to learn how to market to this group.

This is easier said than done. The most diverse generation we have ever seen, marketing to Gen Z is no easy task. With that said, we have seen one medium standout as the best communication channel for this young community: social media.

With increasing popularity for social media networks young adults, companies must be prepared with a strong Gen Z social media game plan. To help you get a headstart on this, we’ve put together 5 common mistakes companies are making when using social media to market to Gen Z consumers. Drop these from your marketing strategy today and you’ll see huge increases in Gen Z engagement in 2017.

  1. Concentrating On The Wrong Networks

While networks like Facebook and Myspace dominated millennial childhood, the new generation lives on Snapchat and Instagram. And while young adults have been quick to make the transition, most companies have moved much slower.

In 2017, look to make a bigger mark on Snapchat, Instagram, and Periscope. Easy ways to do this are:

  1. Alert your email subscribers when you make new social accounts. This is the easiest way to build a following from the get go, and a great way to create a stronger relationship with your Gen Z followers.
  2. Add your social accounts to your website. This is a great way for visitors to find and connect with you. Since your website is the place you want all your traffic to go to, it makes to have your social accounts on the site front and center.
  3. Put your social networks on your business cards. While this might seem extreme, it’s just as much a branding a play as it is a way to get social media followers. When Gen Z members look at your business card, they’ll resonate more when they see that your company uses their main channels. This is great for networking, especially when looking to hire recent graduates.

Gen Z now accounts for 25% of the United States population. Commonly known as the mid 1990’s to mid 2000’s group, they have started to become the most powerful generation today. With over $40 billion in purchasing power and an expectation to be 40% of consumer purchasing power by 2020, it’s essential for companies to learn how to market to this group.

This is easier said than done. The most diverse generation we have ever seen, marketing to Gen Z is no easy task. With that said, we have seen one medium standout as the best communication channel for this young community: social media.

With increasing popularity for social media networks young adults, companies must be prepared with a strong Gen Z social media game plan. To help you get a headstart on this, we’ve put together 5 common mistakes companies are making when using social media to market to Gen Z consumers. Drop these from your marketing strategy today and you’ll see huge increases in Gen Z engagement in 2017.

  1. Concentrating On The Wrong Networks

While networks like Facebook and Myspace dominated millennial childhood, the new generation lives on Snapchat and Instagram. And while young adults have been quick to make the transition, most companies have moved much slower.

In 2017, look to make a bigger mark on Snapchat, Instagram, and Periscope. Easy ways to do this are:

  • Alert your email subscribers when you make new social accounts. This is the easiest way to build a following from the get go, and a great way to create a stronger relationship with your Gen Z followers.
  • Add your social accounts to your website. This is a great way for visitors to find and connect with you. Since your website is the place you want all your traffic to go to, it makes to have your social accounts on the site front and center.
  •  Put your social networks on your business cards. While this might seem extreme, it’s just as much a branding a play as it is a way to get social media followers. When Gen Z members look at your business card, they’ll resonate more when they see that your company uses their main channels. This is great for networking, especially when looking to hire recent graduates.
  1. Not Focusing On Quality

Too many companies focus too much on the amount they post, while complete neglecting quality. This is a huge mistake if you want to build a Gen Z following. Today, social media is just as much an art as it is a way to communicate. To have Gen Z optimized social accounts, more time should be spent on the images you use with your post over the message that you’re stating.

Assign a graphic designer to help you add beautiful pictures to each one of your social media posts. If you don’t have the resources for a full-time designer, there are plenty of free tools that you can use that will you get started. Hubspot released a study stating posts with relevant images get 94% more engagement, and that number is probably more among Gen Z. Next time you post on social, don’t get caught without a pretty picture to go along with your message.

  1. Engage With Your Following

The companies that use social media best understand the many ways to utilize the platform. One of the best of these ways is using social media as a customer service tool.

For Gen Z members, going to a website to contact customer support is old news. Today, Gen Z wants to tweet at their favorite companies and get a response. When companies interact with their followers, they turn their social media listeners to evangelists.

When creating your social media strategy, bring in a variety of departments to help you. Your marketing, design, and customer service teams are great initial groups to begin with. Collectively brainstorm how each department can use social media to increase their department’s engagement with Gen Z. Once everyone gets on the same page, building a strong customer base from this young generation will be much easier.

If you’re having problems with your Social Media Strategy or if you’re interested in our Social Media Management Service reach out and schedule your free consultation today!

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Brannon M. Brooks

Brannon M. Brooks

Brannon Brooks brings a considerable amount of background knowledge & a passion in Search Engine Optimization (SEO), Internet Marketing, and Social Media. He comes to 180fusion with 5 years in the online marketing industry. Currently he oversees & structures SEO and marketing strategies for a handful of clients; ranging from National SEO, Local Search, & e-commerce businesses. Prior to 180fusion, Brannon Brooks has worked as an SEO Analyst overseeing enterprise accounts in a vast majority of industries. His favorite SEO quote & rule of thumb is “Google only loves you when everyone else loves you first.”

Comments (1)

  • Alexis Gil

    |

    Thanks for posting! I agree, that right social network is a half of all process. If you know who is exactly your audience, you will know where to find them. Here is some more tips about how to use different networks: http://vafromeurope.com/smm-check-list/. Maybe it will be also interesting to you.

    Reply

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