Gen Z is digitally native gENERATION engaged with online shopping and social media. They value authenticity, social responsibility and unique experiences. By understanding their preferences, brands can cultivate lasting connections with this powerful group of consumers.

1. Understand the habits and values ​​of General Z

Understanding the challenges of connecting with a particular generation is essential to a successful marketing strategy. General Mr spends a significant amount of time online, with an average amount of time spent in front of a screen 49 hours a week, making it essential to choose the right communication channels. However, standing out becomes increasingly difficult amid the saturation of these platforms. Prioritizing authenticity in content and communication is vital because it evokes emotion and sticks in the mind of the audience.

Another aspect to keep in mind is that Gen Z values ​​social responsibility. Companies that engage in activities such as supporting the less fortunate or collaborating with charitable foundations resonate deeply with this generation. However, these actions must be sustainable. One-off campaigns can be perceived as insincere, potentially causing negative reactions from the audience.

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2. Build trust

Grabbing Gen Z's attention is a constant battle. This skeptical audience wants real interaction, so fostering a two-way dialogue is essential. This includes active engagement with questions, polls and comments in the comments section.

But authenticity goes beyond just interaction; it's about the content itself. Traditional, highly polished marketing visuals can fall flat with General Z. Here's user generated content shines. By incorporating UGC, brands harness the power of natural, unfiltered perspectives from their community. This resonates with The preference of General Z for similar content and builds trust by showing the brand through the lens of the customer.

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3. Use short content

Gen Z prefers short, catchy content, often finding long videos challenging. With just seconds to grab their attention, focus on connecting them from the start. An important tip is to post regularly, several times a week. Collaborating with local creators for engaging content also proves to be very effective. Case in point: within 2 months of opening our TikTok account, we grew from 0 to almost 300 followers. Even if you're dealing with long-form content, offering a snippet of highlights early on can pique the interest of a Gen Z viewer.

Video content preferred over static images, showing higher organic reach across different channels, so prioritizing dynamic content is recommended to maximize your engagement and visibility.

4. Embrace influencers

Gen Z audiences place a higher value on influencer marketing than any other generation. However, simply choosing a popular creator is not enough to guarantee success.

A big advantage of these partnerships is the depth they provide in your brand exposure. effectors with whom you build lasting relationships can go beyond the surface, really digging into your brand's unique value proposition. This approach also helps you navigate the ever-changing algorithms of social media. By consistently appearing on an influencer's content, you build brand recognition and trust with their audience over time. When an influencer uses your product or service regularly over a longer period, their endorsement feels more genuine, resonating better with viewers, especially Gen Z, who value authenticity.

Here's a concrete example of how long-term partnerships pay off: during International Women's Day, our ongoing collaborations with influencers resulted in 28 orders totaling almost $2,000 and 45 app installs.

Another benefit of these partnerships is exclusivity. Working with the same influencers creates a distinct brand identity, setting you apart from the competition. However, choosing the right partners is crucial. Start with short-term collaborations to gauge whether their audience aligns with your brand before diving into a long-term commitment.

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5. Prioritize transparency

Gen Z expects brands to be transparent and accountable. According to Sprout 2021 Social Digital Natives Report, 41% of Gen Z audiences would choose a brand that provides timely and responsive customer care over a competitor. Here's how my company, Flowwow, prioritizes transparency and proactive customer service:

• Responding to comments: We actively collect reviews and feedback through automated systems and our support team. This comprehensive approach ensures that we see the whole picture and address any concerns efficiently.
• Learn from mistakes: We use an internal reporting system to track customer feedback and identify areas for improvement. By automating this process, we quickly address issues and minimize the chance of them reoccurring. This focus on continuous improvement helps us maintain a high average rating.
• Increase for peak periods: Realizing that responsiveness is essential during peak times, we utilize all available resources. For example, on busy days like holidays, former customer service employees from other departments help process orders, ensuring smoother experiences for customers.
• Proactive problem solving: Our combined focus on proactive problem reporting and resolution allows us to anticipate potential issues and maintain a positive customer experience.

By prioritizing transparency, responsiveness, and proactive problem solving, you can build trust and loyalty with Gen Z customers.