3 Ways To Pick The Right Influencers When Marketing To Generation Z
What does it take to reach Generation Z? It’s pretty simple, actually: Don’t make it look like an advertisement!
Generation Z is the generation currently between high school and college, born in the late 1990s through the mid-2010s. It is the first generation to be born into the mature digital age. While Millennials (their slightly older counterparts) have memories of life before AOL Instant Messenger, Gen Z’s childhood consisted of iPad games and smartphones.
You can’t expect old advertising tactics to work on these young, digital natives. It doesn’t matter how amazing the camera, how beautiful the shots, how clever the copy — if it sounds like an ad, Gen Z is gone and paying attention to something else until it’s over.
What many big brands and businesses don’t seem to understand is that Gen Z has grown up in an era of vulnerable YouTubers and confessional bloggers. They don’t just watch TV; they watch their favorite vloggers.
This is why influencer marketing has become so popular with younger consumers. Brands are beginning to realize that in order to reach these new viewers, they need to share their message where Gen Z is looking: on their smartphones and social media feeds.
But even though influencer marketing is still fairly new (five years ago, the thought of paying a social influencer 6-plus figures to mention your brand or wear your logo was unheard of), the landscape has already begun to change drastically.
Influencer marketing has been proven and scaled, which means it is becoming more refined. In fact, according to VentureBeat, 75% of marketers use influencer marketing in their overall strategy. Influencer marketing is no longer uncommon. The key is to utilize influencers the right way.
So, how do you use influencers when marketing to Gen Z? Here are three tips.