By: Lauren Christian
Imagine walking into a room full of senior citizens and trying to sell them tickets to the latest Billie Eilish concert. Or picture persuading kindergarteners to spend their afternoon at the opera? In communication outreach, it is incredibly important to cater to one's target audience. As public relations professionals, it is essential for us to thoroughly understand various common publics. Here are some key factors proven to help effectively engage with Generation Z.
First, consider the environment Gen Z was raised. They have had access to the internet their entire lives; therefore, an excellent way to market to Gen Z is through social media and interactive engagement. Gen Z primarily uses cell phones for consuming content, so information has a better chance of being widely received if digitized. Ensure that websites and virtual assets are mobile-friendly and optimized for quick and easy access. Social media marketing has also proven to be more effective when incorporating influencer partnerships. Gen Z values celebrity status and mass approval, so if a popular media figure advocates for a product, service or concept, they are very likely to respond positively.
In terms of content, Gen Z values authenticity and transparency. They appreciate brands and messages that are genuine, socially responsible and aligned with their values. Avoid overly polished or insincere messaging, and always ensure that messages are socially conscious. They are also passionate about social issues like diversity, mental health and equality. These values remain constant but are often reflected in short-lived trends. To be truly successful in catering to a Gen Z audience, it is crucial to keep up to date on media trends. It can be overwhelming trying to track these rapidly shifting trends, but specialty websites like Buzzsumo and Social Pilot are available to keep their viewers up to date.
By embracing and integrating the unique preferences and guidelines of Gen Z, public relations professionals can pave the way for success. Understanding these key factors is paramount to effectively engaging with this audience and achieving desired outcomes.
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