This informal CPD article, ‘Successful Build Marketing Strategy For Millennials & Gen Z’ was provided by Alt Marketing School, a modern marketing school for marketers who want to do marketing differently and advance their career along the way.
Millennials and Gen Z are the big players in social selling and brand hype in the social media marketing world. When it comes to different niches and segments, Millennials and Gen Z are definitely grabbing more and more attention in social media strategy. So, since you're talking to a younger, more laid-back crowd, should you be throwing in all the LOLs?
Not really.
But, the way you target and tweak your social media content might need a little adjustment. Millennials and Gen Z are some of the most proactive and vocal folks you can engage with. They can easily become your brand champions on social media.
From a study done by Jonah Berger for his book Contagious: “the average American engages in more than sixteen word-of-mouth episodes, separate conversations where they say something positive or negative about an organization, brand, product, or service.”
So, how do you make this work for you? It all starts with getting the fundamental differences between Millennials and Gen Z.
Understanding Millennials
According to research1, if you were born between 1981 and 1996 (currently aged 25 to 40), you're a Millennial. Millennials are the group that most companies have been focusing on for the past 5 years, especially because of their massive spending power of $1.4 trillion2.
Millennials have changed a lot over the past 5 years. Both Millennials and Gen Zers are now moving from early adulthood to taking on more responsibilities, planning for the future, and having a different mindset, which has shaped how they present themselves, even on social media.
On the one hand, the biggest shift in how Millennials see social media is that they saw the internet grow and flourish, being the early adopters of Instagram filters and Facebook status updates. On the other hand, Gen Z basically grew up with smartphones in their hands, while Millennials brought curiosity and a healthy dose of skepticism to the table, which shows in their online behavior.
According to Content Science Review3, 74% of Millennials spend at least 5 hours each week engaged with online content. They're curious and still rely heavily on word of mouth and peer reviews.
Millennials are also nostalgic, and social media marketers can really tap into that with their messaging. Looking back at the “life before” the Internet is a bittersweet habit that has given rise to memes and curated content trends.
Welcome Gen Z to the marketing mix
If Millennials saw the birth of the Internet, Gen Z grew up with it. They see a future (and often a career) online and love making connections with others. Even more than Millennials, Gen Z doesn’t want to be sold to on social media. They’re after value, inspiration, and entertainment.
"The prevailing cultural narrative often pegs Gen Z as a digital generation," said Jeremy Baker, chief technology officer and cofounder of Retail Zipline. "The reality is they care about connections and community."
Gen Z spans from 10 to 24 years old, so nailing down the specific age range you want to target is key. The most active Gen Z on social media are between 18 and 24. This socially-conscious generation is driving the community vibe on social media, leading to big changes in how we market to Millennials versus Gen Z. The rise of value-driven marketing is definitely part of that shift.
Luckily, despite the differences, the core values and strategies overlap, focusing on value, customer experience, social proof, and user-generated content.
Value-driven content strategy
Value-driven social media is super important for both Gen Z and Millennials. With the rise of 'positive impact marketing’, using social media to show what your company stands for has quickly become a key content pillar for many dynamic and successful brands.
Millennials still look for recommendations and word of mouth online, but they’re also considering brand values more than ever. Socially-conscious brands are killing it in today’s market. It’s not just about social currency; it’s also about making a statement with their spending. Gen Z, in particular, is more likely to buy if your company supports a cause.
Research4 shows that Gen Z, often called the ‘socially-conscious generation’5, are really vocal about important issues, especially those that affect them.
In fact, 70% of Gen Zers6 are committed to supporting companies they see as ethical. They prefer raw and unpolished content over highly stylised branding.
You can see this trend in how Millennials are more active on Instagram (which has a more curated style), while Gen Z is all about TikTok, preferring realistic brands over staged content. Despite some minor differences, it’s clear that nailing down your values and showcasing them through your content should be at the heart of any Millennial and Gen Z marketing strategies.
