Gen Z is reinventing social media marketing
Source: Vogue Business | Lucy Maguire
As Gen Z consumers show unique online behaviour, brands should evolve their marketing strategies and reconsider platforms to reach younger audiences.
Gen Z is online, and what worked for brands reaching customers on digital platforms in the past doesn’t reflect what they need for the future.
Young people aged 16 to 24 spent an average of seven hours per day online in 2019, three of which were spent exclusively on social media, according to GlobalWebIndex. But in markets like the US, growth on platforms like Twitter, Snapchat and Facebook is slowing, while newcomer TikTok grew rapidly in 2019. And it’s not just a case of shifting marketing spend to new sites: brands now rely on influencer partnerships, paid posts and adverts between videos on YouTube. But to reach Gen Z in the online communities they engage with, unidirectional paid posts from an influencer might not work.