Born between the mid-90s and the early 2010s, Gen Z is defined as the digital native generation. Their capabilities to use technology and access information instantly have redefined consumer behavior for the past few years.
In terms of public relations, Gen Z presents both unique challenges and opportunities. Many recent PR approaches have been adjusted to capture the attention of this generation.
This article explores seven essential strategies for connecting with Gen Z to ensure your brand resonates with this influential and discerning demographic. Before we jump in, let’s learn the common characteristics of Gen Zers.
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Understanding Gen Z
A study from McKinsey company reveals interesting common traits of Gen Z. The survey results emphasize four main characteristics of this generation, all tied to their search for truth. Here are other characteristics of Gen Z:
- They love to express themselves and don’t like being put in boxes.
- They actively support social causes.
- They believe that talking openly can solve problems and improve the world.
- They also make practical, well-thought-out decisions, especially about brands and institutions.
However, in terms of content consumption and preferences, Gen Z enjoys quick and visually stimulating content. They are generations that grow up in a world of rapid information exchange. So many believe that Gen Z has developed shorter attention spans.
Moreover, Gen Z’s behaviors affect their consumption habits and relationships with brands. Companies should be aware of three implications, which include consumption access, identity, and ethics.
That means Gen Z values access to products and services over owning them. They use what they buy to express their identity. In many cases, they also consider ethical concerns an important aspect of their purchasing decisions.
PR tips when targeting Gen Z
If your brand targets Gen Zers, you must adapt your PR strategies to deliver more personalized value while ensuring genuine marketing and ethical practices.
This transformation presents both opportunities and challenges. So, we’ve prepared seven PR tips to help you build a more effective strategy for targeting Gen Z.
Be clear about your brand’s values
Gen Z is called the Truth Gen for a reason. They care deeply about a brand’s authenticity and social impact on certain aspects of society. They want to know what your brand stands for beyond selling products and services.
Make sure your brand’s values, mission, and vision are communicated clearly and consistently. In your PR content, highlight your commitment to sustainability, diversity, and social responsibility.
They prefer straightforward messages. So be honest when delivering yours to them to build trust and loyalty. Clear and transparent communication in your PR content helps build a genuine connection.
Influencer collaboration is a must
Another tip is to collaborate with trustworthy influencers. Due to their content’s authenticity, non-celeb influencers can shape the opinions and purchasing decisions of younger audiences.
Influencers can provide authentic endorsements that traditional advertising often fails to achieve. They bridge the gap between your brand and the target audience by putting their own experiences into their content.
Micro-influencers, in particular, often have a more engaged and loyal audience. So, next time you create PR content, utilize authentic and trustworthy influencers to make it more impactful.
Invest in bite-sized videos
Do you know why TikTok has become a major platform today? Bite-sized videos dominate the platform. Gen Z loves the convenience that TikTok brings by preferring content that is perfect for smartphone users.
Considering Gen Z’s content preference, you should invest in video marketing campaigns. Create short, vertical videos with digestible content. You can also use other platforms, such as Instagram Reels and YouTube Shorts, which are also incredibly popular among this demographic.
However, be mindful of your video content. We recommend conveying valuable or informative content to tell your brand story or showcase products. If possible, you can also add proof or footage to deliver factual messages.
You can get content inspiration from social media. If you’re aiming for educational content, we recommend you to visit the LeadLearnLeap channel and watch some of their videos. Meanwhile, entertaining content can be in the form of behind-the-scenes, challenges, product try-ons, etc.
Leverage Gen Z platforms
Most Gen Z people find news and information on social media. According to statistics, three platforms with Gen Z dominations are Instagram (71 percent), YouTube (69 percent), and TikTok (65 percent).
Focus your efforts on major platforms to maximize reach and engagement. However, be mindful and understand the platforms you use. Create content aligned with each platform’s unique format and user behavior.
Why is this important? Meeting Gen Z, where they already spend their time, increases the likelihood of your content being discovered and interacted with. Each platform offers different opportunities for creativity and engagement, allowing you to diversify your content strategy.
Show authenticity and transparency
What’s so interesting about this generation is that they can quickly spot overly polished advertising and PR messages. Make your content as natural as possible, such as showing behind-the-scenes content and sharing reviews from satisfied customers.
Authenticity builds trust and loyalty. When Gen Z feels that a brand is genuine and transparent, they are more likely to support it and become long-term advocates. They may also share their honest reviews about your brand, which can provide good insights for you.
Moreover, showing transparency can also include expert statements. Consider having relevant, trustworthy, and well-known experts to comment on your brand or product. You can include their comments to support your PR content.
Follow the trends
Gen Z is heavily influenced by current trends and viral challenges. Being trend-aware shows that your brand is in touch with the cultural zeitgeist. This makes your brand more relatable and engaging to Gen Z.
What you can do is keep a close eye on trending topics, hashtags, and memes on platforms like TikTok and Instagram. Incorporate these trends into your content strategy in a way that feels natural and relevant to your PR strategy.
You may also notice trending issues that relate to your brand value. While the issue is trending, you can leverage the moment to create relevant content and highlight how your brand can help solve the issue.
Cross promotion with traditional media
While social media takes center stage in your PR strategy, you can always go beyond that. Using traditional media and digital news platforms can also help you enhance audience reach.
Use traditional media outlets to direct attention to your social media channels and vice versa. For example, feature social media handles in TV ads, print media, or radio spots and share content from these traditional outlets on your social media.
You can also join offline events to meet potential buyers in person. Real-time communication allows you to build deeper connections and engage Gen Z more effectively. Consider giving brochures, free samples, or other features that can enhance your PR efforts.
Takeaway
Successfully engaging with Gen Z requires more than just understanding their preferred platforms. You must also ensure your PR content presents authenticity, transparency, and cultural relevance.
However, it’s also important to note that Gen Z behaviors may vary depending on their geographical area. So, a comprehensive study of the characteristics of Gen Z you’re targeting is essential for effective PR.
As Gen Z continues to shape consumer behavior in the future, your brands must also prioritize these strategies to capture their attention and earn their loyalty. Embracing these insights will position your brand to thrive in the competitive industry.
