Businesses should always be looking to expand their customer base, but for some, finding a way to connect to a new generation can prove difficult. While much of the focus the last few years has been on millennials, focus is shifting to Generation Z as the up-and-coming, desired consumer. According to Google, “they’re the largest, most diverse generation in history, and they will shape our world for decades to come.” Because the generation is more multicultural, it is important to pay close attention to their behaviors in order to create an effective, targeted advertising campaign. So, where should you start? The short answer: YouTube.
Who is Generation Z?
Those classified as Generation Z were born between 1995 and 2010. While much of this generation is still in the teen age group, they comprise 25.9% of the U.S. population and contribute roughly $44 billion to our economy, so they are worthy of your attention. They share some commonalities with millennials, having been brought up in the age of technology, but several traits are unique to the Gen Z group.
Gen Z may be less focused thanks to the vast selection of apps and tech at their fingertips, but this has helped foster better multi-tasking skills. However, because improved technology has always been around for them, they have much higher expectations, desiring fast service but with appreciation from the business. Unlike millennials, they aren’t necessarily out to find the lowest price or a coupon before purchasing, and they are also much less likely to click on an advertisement, making targeted display ads less useful for their demographic.
How Generation Z Uses YouTube
A recent Pew study revealed that 85% of teens are using YouTube, but it may not be for the reasons you think. The majority of Gen Z teens – 80% of them, to be exact – expressed that YouTube helps them learn more about something. They are driven by self-improvement, with 68% saying that YouTube has even “helped them improve or gain skills that will help them prepare for the future.” Users are even viewing videos of others studying to help encourage better study habits in their own lives while still feeling connected to others.
Even though YouTube videos are online, 7 in 10 Gen Zers said that simply watching videos helped them to feel more connected. While they tend to thrive when working independently, their particular generation has a desire to get back to face-to-face communication rather than via email or instant message.
Although they are still somewhat young, 84% of the Gen Z teens admitted they are stressed due to school, extracurriculars, and relationships, and watching videos on YouTube was their number one choice to take a break from it all. They even share videos with parents or other adults to help express what they are feeling.
How Can Youtube & Gen Z Benefit My Brand?
First and foremost, understand that many of the challenges Gen Z is experiencing as they age is not terribly different from what the millennials or even baby boomers went through. The biggest difference for them is the role technology has played in how they express themselves during their lives.
To maximize the impact your brand makes with Generation Z, you should find ways to help them escape daily stress, perhaps through humor or inspiration. Help them learn something new or develop skills that will help them in the future. Your business can offer informative videos on projects, offering advice on how to use your products or services, and more. Videos allow for creativity and innovation, so don’t be afraid to think outside the box to gain attention from the new generation.
If you are looking to reevaluate your advertising strategy to accommodate Gen Z or even YouTube in general, contact us today. Our knowledgeable team will help develop a plan to get your brand to the audience you want the most, implementing your campaign and maximizing your budget for the best results.