The oldest of the most recent generation, Gen Z, are graduating from college and entering the professional workforce. This means they are becoming financially independent and could be your next clients. A lot of marketing campaigns today are geared toward bringing in Millennial clients, so how can they be altered to attract the iGeneration? Here are a few ways that social media marketing campaigns can target Gen Z.

How do they use social media?

Of the 6 generations living in America, Gen Z is the only one that grew up with social media. Since they are the only group of people to start using it as children, they tend to use it differently than everyone else. In order to market to them, it is important to understand how they use each platform. Gen Zers use Instagram and Snapchat to showcase their lives while they use Facebook and Twitter to gather information. However, Instagram is where 45% of Gen Z goes to find out about new products. To break this down a little more, Instagram is for showing off your life in a way that is desirable to others, Snapchat is for displaying your life as it is, Twitter is for gathering information about current topics in the world, and Facebook is also used to gather new information, but Gen Z Facebook use is on the decline. A report from Marketo showed that 52% of Gen Z looks to social media educate themselves, with a lot of them turning to YouTube for this. About 95% of Gen Z uses YouTube, according to AdWeek, and it is typically the go-to site for entertainment.

What can you do to attract them?

By looking at the ways that Gen Z uses social media, you can learn about what it is that attracts them so that they click the follow button on your profile. With Youtube being used by 95% of Gen Z, it is clear that they like videos. It was also stated earlier that they like to use social media to educate themselves. By combining these two elements and creating informative videos, a brand could gain a larger following from people who want to learn about the industry. Although a lot of Gen Z uses YouTube, these videos could be posted on any social media platform such as Instagram via stories or IGTV. For example, your business could post a weekly update video about your industry or things like helpful tips for the interview process and resume writing. Another way that you could attract a Gen Z following is by making your posts relevant to current pop culture trends. This could be captioning a photo with song lyrics or a reference to current trends. For example, Megan Thee Stallion’s phrase, “Hot Girl Summer” was used by many different companies in their social media marketing campaigns.

As Gen Z gets older and more of them become financially independent, it is important that your business takes the time to try to attract this latest generation in order to gain more clientele.