People
Generation Z is a generation of true digital natives who live their lives completely digital, with streaming content all around them. Having grown up in the shadow of recession and fear of pandemic and climate catastrophe, they are far better at managing their economies and living their lives than previous generations. A Bloomberg report shows that Generation Z of young students and working professionals have $360 billion in disposable (Search Engine Journal, 2022). Therefore, Generation Z has gradually grown into the main force of market consumption, and what the brand needs to do is to cater to this generation of young people and compete for the important pillar of the current market.
A spokesperson of similar age and great influence
Since the people of the generation z are all young people, their thinking is more active and open, and they are more likely to accept the entertainment idols provided by society. Their personality is not independent, mainly through imitation and learning to promote the formation of personality. Entertainment idols are often beautiful men and women who are the same age as generation z, generation z will worship these entertainment idols as a part of their lives, by imitating the clothes of idols, buying products endorsed by idols, buying good things recommended by idols and other ways to express their worship and pursuit.
Fashion brand Lord &Taylor teamed up with 50 of Instagram’s fashion Kols to have them all pose in the same dress for their Instagram feed. Soon after it was uploaded, the dress sold out. According to Lord &Taylor CMO Michael Crotty, the 50 Kols are selected and paid for by the brands themselves, based on their influence, number of followers, and fit with the brand. Most of the photos posted by these 50 users on Instagram have received more than 1,000 likes, some more than 5,000, which should be said to be a very successful KOL marketing. (Soho, 2017)
Use the comments section
On Generation z favorites apps like Instgram, Tiktok, and Little Red Book, comment sections can be just as interesting as the posts themselves. Most users like to interact with bloggers through likes and comments, and users can also like and reply to comments made by others. Interesting comment sections can even have the corresponding blog post trending. Many brands now also like to take user suggestions in the comments section while interacting with users, so that they can easily get the most authentic reviews, while increasing brand awareness and trust.
A comment from the McDonald’s TikTok account, for example. The original post is a classic example of Gen Z humor—it’s referential, a bit absurd and able to say a lot in a short time. As of April 2023, the video has over 2.4 million likes. The McDonald’s social media team used the comment section to capitalize on those views by reacting as any average person might. A simple three-word comment racked up more than 304K likes, earning increased brand visibility and reach. (Sproutsocial, 2023)
Reference list
Macura, A. (2022) Marketing to gen Z: How to do it the right way, Search Engine Journal. Available at: https://www.searchenginejournal.com/marketing-to-gen-z/471784/ (Accessed: 15 October 2023).
Those hot idol stars, in the end can bring how much commercial influence (2017) mobile Sohu.com. Available at: https://m.sohu.com/a/165375470_556767/?pvid=000115_3w_a (Accessed: 15 October 2023).
Gomez, R. (2023) How to make sure you’re marketing to gen Z the right way, Sprout Social. Available at: https://sproutsocial.com/insights/marketing-to-gen-z/?amp (Accessed: 15 October 2023).