When executing direct to consumer advertising to Gen Z, some of the tactics used for other demographics, such as DRTV and Facebook advertising, may not fit the bill. It is important to consider the best ways to reach them and catch their attention.
There are some key differences from other generations that will determine how effective certain types of marketing are. Here are some specific points to consider:
TV and broadcast radio are losing popularity as well as certain social media sites like Facebook. Audio streaming is quite popular, as are podcasts. For social media, popular Gen Z sites are platforms such as Instagram, TikTok, and Snapchat. So advertising there could grab attention.
Importance of Ethical Consumption and Brand Image:
Gen Z is more likely to be reached by a company they feel is ethical, so it is crucial to explain how a company or product is not harmful to the environment, how they help the community, who produced it, etc. It is not enough anymore to be a company whose only goal is to sell to them. They want to feel that the company is also helping the planet and its people.
Keep advertisements brief and honest:
Gen Z is used to consuming a lot of visual, digital, and social media in short periods of time, and they value authenticity and transparency. It would be helpful to clearly explain the product or company and its history using those involved in the company rather than paid actors and sets.