5 Effective Strategies for Content Marketing to Gen Z

Published on 31 July 2023 6 min read

Use social media platforms popular with Gen Z
Create engaging video content
Focus on authenticity and transparency
Collaborate with influencers that resonate with Gen Z
Implement responsive and mobile-friendly design

Is there a recipe for reaching the hearts and minds of Generation Z through content marketing? Let's explore this together. Today, we're diving into five practical strategies that are proven to resonate with the Gen Z audience. So, if you've been wondering, "which content marketing is best for Gen Z?" you're in the right place.

First things first, you need to meet Gen Z where they hang out. And guess what? That's on social media. But not just any social media platforms. Gen Z has their favorites. Let's take a closer look.

Instagram

Despite being born in the era of technology, Gen Z prefers the simplicity and visual storytelling of Instagram. With over a billion monthly active users, Instagram is a fantastic platform to connect with the Gen Z audience. Here's how:

Showcase your brand's personality: Gen Z doesn't fall for sales pitches. Instead, they value authenticity. Use your Instagram posts and stories to share behind-the-scenes peeks into your business or highlight your team members. This helps your brand become more relatable and trustworthy.
Engage with them: Gen Z loves interaction. So, make sure to reply to comments, ask questions in your posts, and use features like polls or quizzes in your Instagram stories.

TikTok

No, TikTok isn't just for dance challenges. Businesses have started to recognize the app's potential for reaching the Gen Z crowd, who love the platform's fun and creative vibe. Here's how to make the most of TikTok:

Create fun and engaging content: Forget about polished, corporate-style videos. Gen Z appreciates raw, authentic content. Think fun behind-the-scenes videos, or employees taking on the latest TikTok dance challenge.
Join trending challenges: TikTok is all about trends. Participating in trending challenges is a great way to boost your visibility on the platform and connect with the Gen Z audience.

Remember, the goal isn't to invade Gen Z's favorite platforms with promotional content. Rather, it's to become part of their community by creating content that resonates with them. So when you're thinking about which content marketing is best for Gen Z on social media, think less about selling and more about connecting.

Create Engaging Video Content

Moving on to our next strategy—video content. Gen Z is a highly visual generation, and they consume video content like no other. But hold on, not just any video will do. Let's break down how to create video content that clicks with Gen Z.

Short and Sweet

Gen Z is known for their short attention spans. So, when creating video content, keep it short, punchy, and to the point. Here's how:

Use concise messaging: Avoid information overload. Stick to one or two key points per video. An overload of information can be too much for the Gen Z audience to digest.
Make the first few seconds count: You've got a matter of seconds to grab the attention of Gen Z. Make sure the start of your video is engaging and interesting enough to keep them watching.

Interactive and Engaging

Passive viewing isn't enough for Gen Z—they want to be part of the action. So, consider ways of making your video content more interactive. Here's how:

Use interactive features: Many social media platforms offer features that allow viewers to interact with your video content. This could be through polls, quizzes, or the 'Swipe Up' feature on Instagram stories.
Encourage user-generated content: User-generated content not only increases engagement but also builds a sense of community. Encourage Gen Z viewers to create their own videos related to your brand, and feature the best ones on your own platform.

So when pondering over which content marketing is best for Gen Z, consider investing in video content. But remember, it's not just about creating video—it's about creating the RIGHT kind of video. One that is short, engaging, and interactive.

Focus on Authenticity and Transparency

The next strategy to consider when determining which content marketing is best for Gen Z is authenticity and transparency. Gen Z values honesty and transparency in brands. They can spot a fake from a mile away and nothing turns them off faster than insincere marketing ploys. So, how can we ensure our content exudes authenticity? Let's find out.

Be True to Your Brand

Authentic content starts with staying true to your brand. No pretenses, no gimmicks. Here's what you can do:

Consistent messaging: Your content should reflect your brand's core values consistently. If you stand for sustainability, for instance, that should be clear across all content.
Real stories: Share real stories about your brand, your team, or your customers. This could be the story of how your brand came into existence or how your product helped a customer.

Transparency is Key

Transparency is about letting Gen Z see behind the curtain. It's about showing them you have nothing to hide. Here's what you can do:

Open up about your processes: Share about how your products are made, or what goes into creating your services. This not only builds trust but also gives them a sense of involvement in your brand.
Admit mistakes: No one's perfect, and Gen Z knows that. If you've made a mistake, be upfront about it. They'll appreciate your honesty more than any cover-up attempt.

Remember, when it comes to which content marketing is best for Gen Z, authenticity and transparency rank high. Be real, be honest, and you’ll be on your way to winning over this savvy generation.

Collaborate with Influencers that Resonate with Gen Z

When pondering over which content marketing is best for Gen Z, you can't ignore the impact of influencer collaborations. Gen Z trusts influencers nearly as much as their real-world friends. They value their opinions and often turn to them for advice on what to buy. But remember, not all influencers are created equal in the eyes of Gen Z. Let's break it down.

Selecting the Right Influencers

Choosing the right influencer is like finding the perfect pair of jeans—it has to be the right fit. Here's what you should consider:

Relevance: The influencer's content and audience should align with your brand. If you sell vegan skincare products, an influencer who promotes fast food might not be the best choice.
Authenticity: Gen Z values authenticity, and this extends to influencers. They prefer influencers who use the products they endorse and share their genuine experiences.

Nurturing a Mutually Beneficial Relationship

Collaboration with influencers should be a win-win scenario. Here's how you can ensure this:

Create engaging content together: Instead of just sending your products for a review, work with the influencer to create engaging content that their audience will love. It could be a challenge, a behind-the-scenes look, or a unique use of your product.
Long-term partnerships: A one-off post might bring a short-term spike in sales, but a long-term partnership can lead to sustained growth. Plus, the repeated exposure to your brand can increase trust and loyalty among Gen Z.

So, when you're thinking about which content marketing is best for Gen Z, don't forget the power of influencer collaborations. Choose wisely and nurture the relationship, and you'll be golden.

Implement Responsive and Mobile-Friendly Design

As you might guess, Gen Z is pretty much glued to their phones. They grew up with smartphones in their hands, making them a mobile-first generation. So, when you're mulling over which content marketing is best for Gen Z, remember that mobile-friendly design is a must—no ifs, ands, or buts about it. Let's dig into this a bit more.

What Makes a Mobile-Friendly Design?

If you're unsure about what a mobile-friendly design entails, don't fret. It's all about making your website or app easy to use on a smaller screen. Here are a couple of key factors to keep in mind:

Responsive layout: Your website should adapt to different screen sizes without sacrificing readability or functionality. This means your text should be readable without zooming in, and buttons should be large enough to tap with a finger.
Fast loading times: Gen Z has no patience for slow websites. Optimize your images, reduce server response time, and eliminate unnecessary code to ensure your website loads quickly.

Why Does Mobile-Friendly Design Matter?

Now, if you're wondering why all this talk about mobile-friendly design matters, here's the deal:

Improved user experience: A mobile-friendly design makes your website easier to navigate, leading to a better user experience. And a good user experience can turn a casual visitor into a loyal customer.
Increased visibility: Google rewards mobile-friendly websites with higher search rankings. So, a mobile-friendly design can help you reach more members of Gen Z.

In conclusion, implementing a responsive and mobile-friendly design is crucial when figuring out which content marketing is best for Gen Z. It's a surefire way to provide a better user experience and increase your visibility—helping you connect with more Gen Z consumers.

If you're looking to improve your content marketing strategies for Gen Z, we highly recommend the workshop 'Strategic Content Creation 101' by Demi Kotsoris. This workshop will provide you with the tools and insights necessary to create engaging content that resonates with the Gen Z audience and drives your marketing success.