The world, especially online, is changing. It is being shaped by the Generation known as Z. This generation roughly spans from as early as 1996 through 2014. The oldest of this generation are now entering the workforce. And this is big generation, comprising about 26 percent of the global population.
What we know about them is that they are fully digital natives, having used technology and mobile devices from a very early age. They have grown up online and are already sharing their views on multiple platforms. The next five to 10 years will see this generation entering the fray for online attention.
So how do you capture their attention and captivate them with your brand?
Shannon Self of We Got You has his finger on the pulse of this unique generation. In the November meeting of the Houston Social Media Breakfast, Self shared his insight to unlocking the puzzle of marketing to these post-millennials.
@self24 schooling us on connecting with #generationz – can they relate with what you're putting out there? #smbhou pic.twitter.com/4i0gsjukUs
— PRKristyna 📲 Social Media Strategist (@PR_Kristyna) November 11, 2016
Add Value by Relating
Well, to start, Gen-Z doesn't want another email or phone call to market to them. Social media is truly social for them. But not in the traditional way of “like this”, “buy this.” You need to add value. You do that with not just what you say but how you say it – especially with photos.
"If I can't relate to you, to your brand, you have no value to me," says @self24. #smbhou
— Sandra Fernandez (@SandraSays) November 11, 2016
This generation wants to see the face of the brand.
This is why your brand needs to HAVE a face! People connect with other people. Don't be afraid to show yourself and be a human. #smbhou https://t.co/4achKmQjBw
— Kristy Gillentine Callaway (@KrisGillentine) November 11, 2016
Join the Generation Z where they are…
Which is everywhere
But to connect, you have to be where they are. Which means you must be across many platforms and build audiences on each. The name of the game is diversification. Right now, there are a number of emerging platforms you should consider to reach this demographic, including Instagram, Snapchat and Musical.ly.
Everyone craves more audience, regardless of how many ppl are already following you. #smbhou
— Sandra Fernandez (@SandraSays) November 11, 2016
Reaching them involves more than placement, however. Push yourself out of your comfort zone. Think of comfort as dangerous. Yes, there seems to be a never-ending stream of new platforms but you need to get on and master them.
Master them and then work them. It is work to develop following, but it is possible. Everyone began with few followers. Be prepared to put in the time. Like, RT, and follow them. Engage with them.
Do not buy followers. Fake numbers don't create engagement. Don't be afraid to say “thank you” and “I'm sorry.” Be sincere, honorable, and transparent.
"Be transparent, relatable."
–@wegotchyou/@self24That's sincerity on social media. #SMBHOU
— bae leaves 🍂 (@Ni1anj0na) November 11, 2016
And work your posts. Don't be a link-sharer. Organically share your videos on each platform. Keep them short and sweet, under a minute preferably.
“Land the plane people.”
People's time is valuable. Make videos short SHORT "Land the plane people!" – @self24 #smbhou
— sarahshah (@sarahshah) November 11, 2016
In short, Generation Z gets that you want to sell them something but they only want to buy from authentic sources.
***
This post was excerpted from a monthly meeting of Social Media Marketing professionals at the Houston Social Media Breakfast. The speaker was:
Shannon Self, Founder of WeGotchYou.com
Shannon Self went from being a student pastor at some of the largest churches in the country to being sought after by celebrities, athletes, artist, news anchors and numerous brands as well as mega corporations. Shannon is now a Fox News contributor and has been mentioned for his social strategies in the Huffington Post, Fox news, Fox 411 and Fox business.
After graduating from Texas A&M University, Shannon was hired by Second Baptist Church, one of the largest churches in the nation, to manage their social media. He began implementing strategies to help each location grow exponentially faster. Before long, pastors from all over the area wanted to hire Shannon to help grow their churches. His highly intentional and relational marketing strategies quickly turned into being hired as a consultant for some to the fastest growing churches in the country. This new way of effectively reaching the pre-teen and teen market was spreading like wildfire and quickly gained Shannon a loyal social media following.
Coined “Marketing Genius” by the media, Shannon mixes his non agenda driven marketing strategies with intentionality and excellence thus increasing his client's digital footprint. Shannon's understanding of how social media works and talent to create viral content leaves everyone with an unforgettable experience. Shannon is now sought after some of the biggest influencers in the NFL, NBA, NASCAR, Fox News Anchors, Radio Personalities and Authors. He is also trusted in Corporate America having clients in the Real Estate Market, Fortune 500 and Inc 500 networks.
Personal Twitter: https://twitter.com/self24
Business Twitter: https://twitter.com/
Website: http://www.wegotchyou.com/