Marketers are scared of what they see and what psychologists and sociologists tell them about the generation of consumers born after 2000. the basic characteristics of centennials or “Generation-Z” (the accepted designation for those born after 2000):
they can hold attention on an object for an average of only 8 seconds, they have poorly developed ability to remember information, lack authority, and they use ad blockers. Having read a lot about this generation of consumers, having studied the issue, I understand that you need to work with them differently, otherwise, there will be no chance to gain the trust and attention of the new generation.
1). So, before you are “Digital native”, or “digital aborigine” – this is the name of this generation. This term was first used in 2001 by Mark Prensky, an American futurist writer. Digital native is a person who has been in the digital environment since birth.
2). They don’t try to remember any information and don’t understand why to do it if you can find it on the network at any time (by the way, you won’t believe it, but I notice the same thing – why have folders with information when it’s enough to save a link to the primary source.
“I’m sorry, what? Brand? Place of sale? No, I don’t remember, I’ll google it?”
3). No prime time- If previous generations “X” and “Y” live, dividing daytime into periods in which they focus on certain aspects of life, then “digital Aborigines” do not actually have such active time as “prime time” – they are distributed active in all day long. At what time it’s more effective to show ads – it’s not clear!
4). Multitasking– a trait that is inherent in all “digital natives.” To expect that they will devote time only to your content, without being distracted by extraneous matters, is a mistake. Work, entertainment, social, and business communication – all at the same time, without losing anything, but not concentrating on anything and not devoting any time, strength, and emotions to it.
5). They are buying the important– Subscriptions, paid accounts, gift cards. Digital Aborigines are one of the few audiences that support paid content – they were already born when not everything was free. They are ready to pay authors more than 300 dollars a month for content (according to the platform Boosty.to and ResearchMe).
6). They don’t need content – they need answers! “Content-marketing”, salute! I already wrote about this and that “content is the king of marketing” is complete rubbish. Generation “Z” is ready to confirm this to you without buying “content marketing” from you. They prefer to be content creators themselves. They shoot videos, publish posts with their texts, create communities on social networks. How, in this case, to work with them is understandable: arrange contests and reward their content created by them.
If we are already talking about commercial content, then it is worth noting that the “Z” generation can still be attracted by a memorable vivid visual communication (albeit static):
- native advertising
- interesting infographic
- audio formats
may become additional options for advertising formats (According to MAGRAM MR and PBN H + K)., compared to its predecessors.
7). Social promoters- Unlike the apathetic previous generation, the inherent “digital aborigines” social activity and indifference to the problems of society have already become the most discussed topics in society. SMM Services And among the active “promoters” of concern for the environment, charity, and equality, informed consumption – these are they.
8). Everything is not so clear about the relationship between advertising and the “Z” generation. They most often use ad blockers:
- 31% – on a smartphone
- 57% – on the computer.
At the same time, they will be quite loyal to native advertising, as well as to advertising that gives them a choice – to watch or skip. And here it is important… What can cause Generation Z to watch a? According to a Kantar Millward Brown study, there are several options to effectively show them ads:
- advertising to give them the opportunity to find even more useful information (32%);
- give them the opportunity to share content and comment on it to others (28%);
- help them in making decisions (23%);
- give more information about the important (16%);
- give the opportunity to join the discussion of information (12%).
9). “Natives of numbers” do not double-check the veracity of messages (any), but their intuition is well developed. Reading the advertising text or watching the video, the “zetas” immediately understand: in front of them is “fake” information or “similar to the truth”. This was shown by a study by the creative agency Brand House.
10). When you know about augmented reality, voice assistants, unmanned vehicles since childhood, there are fewer and fewer things that can surprise you. They are sure that they are well versed in new technologies in 82% of cases.
11). Absorb, not savor information- Video content instead of texts and pictures. On five different platforms, “gobble up” 68 videos is the daily norm for the digital generation (according to a study by Awesomeness and Trendera). However, here you need to consider that in most cases these are short videos lasting 5-15 seconds.
12). Answers! Zetas can only hold attention to one object on average for only 8 seconds. And it doesn’t matter whether they are interested or not, this video or podcast! It is during this period that you need to have time to interest the audience, and ideally, to answer their questions not asked.
13). “Z-quality” content! No, this is not the quality that you imagine. You can see less and less glossy and staged studio shootings – sincerity and naturalness. You can achieve this effect with:
- slight negligence
- content dynamics
- amateur filters or 90s-style filters.
14). Very different interests. Following the “mass phenomenon” or non-trending hype fashion is not about them. Representatives of the same generation may have different interests, different heroes, and role models. Not everyone from Z likes the same bloggers and not everyone likes contests, challenges, and so on.
15). Do not adapt to their language – there is no language. When communicating with the “Z” generation, it is important to remain natural and genuine, and the content itself should be as capacious and concise as possible in order to express the essence of your message in a few words.
16) There are no authorities! Opinion leaders? Who are the self-named “leaders” of opinion? As noted above, the ability to filter information, distinguishing between fake information, works here. Although advertising on behalf of the public is positively perceived by Generation Z, the presence of a celebrity does not guarantee a good result.
- to bloggers who participate in a large number of campaigns of different brands, centennials lose confidence.
- Centennials are sure that they know everything: about the world around, new technologies, diversity of people.
- filter information
That is why advertising is simply on behalf of the brand, but which helps to make an independent decision (see paragraph 8), in some cases, maybe more effective. If you still want to attract bloggers, then, as in working with other generations, the choice should be stopped on micro-influencers and not at all because they are “micro”, but on the condition that this blogger really figured out may appear before them as a carrier of important, interesting and useful content.