The evolution of media has been advancing rapidly for decades. There has been discussions and debates over how communication methods and strategies should change alongside this evolution. Social media has expanded greatly and taken over Gen-Z, making this generation impressionable and consuming excessive information. While it is true that Gen-Z may be hard to communicate with since they have grown up with social media, the foundational principles of communication and advertising remain the same, with a few tweaks.
Influencing Gen-Z Principles
These foundational principles have been used since the beginning of advertising going back generations. Even with the rapid advancement of the media, a situational analysis needs to be created to outline strategic points for a task. Positioning always varies based on the outcomes that need to be accomplished, so the same procedures for creating a brand image remain when targeting Gen-Z. Finding a target audience and how to reach them can be a tricky task. Once that target audience is found, it is important to form creative strategies. This will build a campaign to reach the audience. These techniques are always essential in communication and advertising regardless of the audience.
These principles are always prevalent, but to reach Gen-Z, certain considerations need to be made. This generation is attracted to messages that are relatable and transparent. Gen-Z cares more about the brand’s values and story rather than the selling points of a product. This generation is also greatly influenced by content creators, celebrities, athletes, or just anyone well-known and influential. Additionally, Instagram reels and TikTok videos are so popular. The Gen-Z’s are used to viewing videos that are 30 seconds or less. Advertisements also need to be “short and sweet” to resonate with Gen-Z.
Many brands are concerned about how to communicate with Gen-Z. People think they are difficult to relate to and persuade. However, by using the foundational principles of communication, which go back generations, with a few adjustments, it is easy to resonate with Gen-Z. It is even more accessible to communicate with this generation since there are so many opportunities on social media to make even the smallest impression.
To further discuss reaching and influencing Gen-Z, please contact us at springboardbrand.com/contact-springboardbrand or give us a call at 847-398-4920.