Words like “zoomer” and “generation Z” have become more common in big brands’ advertising campaigns. They are trying to capture their attention in every possible way. It is difficult for small brands to be successful in communicating with the younger generation.
There are some tactics that brands targeting Generation Z are following. Below, we will discuss them.
Who Are the Zoomers or Generation Z?
Today’s Zoomers, the younger generation of people born after ’95-’96, are a full-fledged, up-and-coming, and challenging audience. Most of them are creative and driven trendsetters who require a different approach than millennials. They are considered the fastest-growing consumer category with $140 billion in purchasing power. That number is worth fighting for their attention.
- Grew up on phones.
- Take part in different communities.
- Pay attention to brands that reflect their values.
- Choose ethical products.
- Are concerned about socially important issues.
- Like creativity and self-expression.
- Are pragmatic.
- Have evolving mindsets and short attention spans.
- Are more susceptible to mental disorders than millennials and generation X.
For example, for Zoomers, content should be as interactive as possible. Standard set – tests, quizzes, polls, games, and contests. Such content involves generation Z in communication and simplifies the perception of the brand.
What Kind of Content Do Zoomers Like?
Generation Z is unlike any previous generation. Those approaches that work on Millennials and generation X do not work on Zoomers. For example, for Zoomers, typography must be large and legible. Fonts should be fast and easy to read as well as easily scalable on all media. Considering generational characteristics, we can deduce that:
The Conversation With Zoomers Should Be Short, Clear, and “Intimate”
It can be motivational storytelling based on personal experience. Preferably with a couple of failures – Zoomer needs to understand that mistakes are made by everyone, even established personalities/brands.
“Young consumers like brands that admit they make mistakes, that ask Zoomers to be involved in brand building or participate in a charity that makes the planet a better place.” – Stephen Mormoris, CEO and founder of Edge Beauty.
The Accompanying Visuals Should Be Vivid and Vital
In a world overloaded with information, most advertising campaigns are perceived as a single “blur.” Brand`s job is to hold the audience’s attention using images and trends that are popular.
Zoomers are a generation that is ready to go beyond the normal. Therefore, the images in the design can be experimental while coloring palettes bold and controversial.
It is worth knowing that Generation Z has its color in Pantone.
Creative Content Should Be Practical and Useful
Zoomers are the kind of people for whom self-development and self-actualization come first. They buy professional courses and intensives, download guides to pump up soft skills and checklists on nutrition and psychology. This means they’re attracted to content that will benefit them – like insights and best practices.
They’re also chasing multitasking. Hence the relevance of formats that can be used on the way to school or work. For example, videos in webinar format are suitable for viewing on the bus or subway, and podcasts will brighten up a jog or walk. Generation Z likes video content more than photos. So it is recommended to create more valuable and exciting videos.
Zoomers like to download videos to their phones or watch them on special platforms like YouTube. High-quality videos are often recorded in formats that traditional media and smartphones do not support, so brands often have to convert videos from one format to another. Zoomers won’t download video content that their phone doesn’t support. At the same time, platforms like YouTube don’t support all video formats. So creative video content should be acceptable on different devices.
Brand Should Be Visually Cohesive
Generated content needs to reflect the brand – after all, Zoomers are about stability, trust, and convenience. That means the brand needs a design system that’s easily adaptable to different online and offline platforms.
Brand Should Broadcast Value Close to the Generation Z
77% of Generation Z representatives admitted that they are willing to buy brands that align with their values. At least that’s what the 2018 Vice and Insight Strategy Group study says.
Examples of Brand Content For Zoomers or Generation Z
Influential’s research found that Vans, Adidas, and Nike are the top three fashion brands popular among generation Z. Why not take a look at the giants increasing profits through effective communication with Zoomers and pick up insights?
What Is Vans Doing for Effective Communication With Zoomers?
- Produces eco-friendly sneakers with soles made from shredded recycled materials.
- Collaborates with riders and promotes their accounts.
- Sponsor Secret Walls art battle.
What Is Adidas Doing for Effective Communication With Zoomers?
- Creates customizable products to make the customer feel unique.
- Broadcasts its care for the planet: Adidas makes “vegan” sneakers from Primegreen and holds campaigns to exchange plastic caps for eco-souvenirs.
- Launches the #WatchUsMove project, aimed at fighting stereotypes that get in the way of women.
- Collaborates with rappers, Disney, and Marvel.
- Creates interactive Instagram masks.
What Is Nike Doing for Effective Communication With Zoomers?
- Supports #BlackLivesMatter and #StopAsianHate.
- Launches ad campaigns in support of body positivity and feminism.
- Uses motivational phrases in ad campaigns.
What Is Gucci Doing to Keep Young People Interested in Their Brand?
One more brand that Zoomers like – Gucci. Why does Gucci attract the attention of Zoomers? Today, the young target audience (< 24 years old) is the fastest-growing segment of the brand. So Gucci accumulates a lot of attention to it.
- Consults with a “shadow committee” of millennials under 30 to help the company attract Zoomers.
- Collaborates with celebrities who are popular with the youth.
- Collaborates with youth brands.
- Creates content in TikTok.
- Strive for sustainability: Gucci reduces its carbon footprint, uses recycled materials and green energy.
All of this directly attracts young customers who see similar values in the brand and increase trust in it.
Today’s Zoomers are a forward-looking, digital, and informed audience with high expectations and low loyalty. If a modern brand that follows trends (or at least tries to) ignores this category of people, its future will be in question.