In the current digital marketing landscape, social media is one of the most powerful tools for marketers to engage with their target audience. For Gen Z consumers, social media is not just a means of communication but an integral part of their lifestyle, shaping their behaviour and influencing their purchasing decisions.
It’s crucial for brands to understand how social media plays an essential role in Gen Z’s purchasing decisions and why it matters for their marketing strategy. In this article, we will explore the impact of social media on Gen Z’s purchasing behaviour, the social media platforms that Gen Z uses the most, the rise of influencer marketing, the importance of user-generated content, and social media advertising.
Gen Z, born between 1997 and 2012, is the generation that succeeded Millennials. They are the first generation born and raised in a digital era, shaping their unique characteristics and preferences.
Gen Z values inclusivity, diversity, and social causes more than previous generations. They are also more likely to value experiences over material possessions and prefer brands that align with their values.
85% of Gen Z consumers are more likely to support a brand that supports a social cause they believe in, according to a study by DoSomething Strategic.
Gen Z consumers also have significant purchasing power. Gen Z’s global spending power will reach $33 trillion by 2030, making them the fastest-growing consumer segment in the world. They also influence their parents’ purchasing decisions, with 93% of parents saying their Gen Z children have at least some influence on family spending, according to a study by Harris Poll.
Nike is a brand that has successfully targeted Gen Z consumers with its inclusive and diverse marketing campaigns. The brand’s “Dream Crazier” ad, featuring female athletes breaking barriers, was well-received by Gen Z consumers for its message of empowerment and inclusivity. Nike’s approach has paid off, with the brand experiencing an 11% increase in sales following the campaign, according to a report by Edison Trends.
Gen Z is a generation that grew up with social media, and it has become a crucial part of their daily lives.
According to a report by GlobalWebIndex, 98% of Gen Z consumers have a social media account, and they spend an average of 2 hours and 22 minutes daily on social media platforms.
So, what social media platforms do Gen Z use the most? Let’s take a look:
As you can see, Gen Z uses a variety of social media platforms to discover, engage with, and purchase products worldwide. The following section will explore how social media influences Gen Z’s purchasing behaviour.
Social media has profoundly impacted how Gen Z consumers shop, their decision-making process, and their brand loyalty. Here are some ways in which social media has influenced Gen Z’s purchasing behaviour:
Social media has become an essential tool for brands to influence Gen Z’s purchasing behaviour. Social media allows brands to showcase their products, engage with consumers, and develop brand loyalty. The next section will explore how product marketing managers can leverage influencer marketing to reach and engage with Gen Z consumers.
Influencer marketing has become a popular strategy for product marketing managers to engage with Gen Z consumers. Influencers, who are social media personalities with a large following and a significant impact on their followers’ behaviour, provide product marketing managers with an opportunity to reach and engage with Gen Z consumers in a more authentic and relatable way.
Here are some ways in which influencer marketing impacts Gen Z’s purchasing decisions:
Here are some ways in which product marketing managers can leverage influencer marketing to reach and engage with Gen Z consumers:
Gymshark, a UK-based fitness apparel company, is a prime example of a brand that has successfully leveraged influencer marketing to attract a Gen Z audience. The company was founded in 2012 by Ben Francis, who was only 19 years old at the time, making him a relatable figure for Gen Z consumers.
Gymshark has worked with a variety of social media influencers to promote its products, from fitness personalities to fashion bloggers.
One of the most successful influencer campaigns was with Nikki Blackketter, a fitness influencer with over 1 million Instagram followers. Gymshark sponsored Blackketter’s workout videos and provided her with clothing to wear during her workouts, which she promoted to her followers.
The campaign was a huge success, with Gymshark experiencing a 214% increase in sales in the US during the first month of the campaign. The company also gained over 100,000 new Instagram followers thanks to the exposure from Blackketter’s followers.
Gymshark has continued to work with influencers to promote its products, but the company has also leveraged user-generated content to engage with its Gen Z audience. The company encourages its customers to share photos and videos of themselves wearing Gymshark apparel on social media, which the company then shares on its social media accounts. This approach has successfully created a community around the brand and built brand loyalty among its Gen Z audience.
Gymshark has successfully leveraged influencer marketing to attract a Gen Z audience and has continued to engage with its audience through user-generated content. The company’s approach has been authentic and relatable, making it a go-to brand for Gen Z consumers interested in fitness apparel.
Influencer marketing has become a popular strategy for product marketing managers to engage with Gen Z consumers. Influencers provide an opportunity for brands to showcase their products, drive sales, and build brand loyalty in a way that is authentic and relatable. In the next section, we’ll explore the importance of user-generated content in engaging with Gen Z consumers.
User-generated content (UGC) is any content created by consumers rather than brands. UGC can take many forms, such as photos, videos, reviews, and social media posts. UGC is becoming increasingly crucial for brands who want to engage with Gen Z consumers, as it allows consumers to connect with brands on a more personal level.
Here are some reasons why UGC is essential for brands:
Here are some ways in which brands can incorporate UGC into their marketing strategy:
Starbucks, the global coffee giant, has successfully incorporated user-generated content into its marketing strategy. The company has a massive social media presence, with over 20 million followers on Instagram and over 35 million on Facebook.
Starbucks has encouraged UGC by creating hashtags that customers can use to share their photos of Starbucks products. One of the most successful campaigns was the “Red Cup Contest,” which asked customers to share photos of themselves with the iconic red holiday cup on social media. The campaign generated over 40,000 UGC posts on Instagram and Twitter and increased engagement with the Starbucks brand during the holiday season.
Starbucks has also leveraged UGC in its product development, using customer feedback to create new products and flavours. For example, the company’s Pumpkin Spice Latte was inspired by customer requests for a fall-themed drink.
The company’s approach to UGC has successfully built trust and loyalty among its Gen Z audience. According to a report by Sprout Social, Starbucks is the second most loved brand among Gen Z consumers, after Netflix.
UGC is an effective way for brands to build trust and increase engagement and brand loyalty among Gen Z consumers. Incorporating UGC into a marketing strategy can create a sense of community around a brand and foster more authentic and transparent interactions with consumers. In the next section, we’ll explore the future of social media and its impact on Gen Z’s purchasing behaviour.
Social media advertising is a powerful tool for brands to reach Gen Z consumers. Social media platforms like Facebook, Instagram, TikTok, and Snapchat offer a variety of ad formats and targeting options that can be tailored to a brand’s specific needs.
Here are some types of social media ads that brands can use to reach Gen Z consumers:
Here are some best practices for social media advertising to reach Gen Z consumers:
Shopee, a Singapore-based e-commerce platform, launched a successful social media advertising campaign targeting Gen Z consumers in Asia.
The company, founded in 2015, has become one of Southeast Asia’s most popular e-commerce platforms, with a strong presence in Singapore, Malaysia, Indonesia, and the Philippines.
Shopee’s social media advertising campaign focused on the “Shopee 9.9 Super Shopping Day,” a major annual shopping event. The campaign used a variety of social media ad formats, including sponsored posts, stories ads, and influencer ads, to promote the event and drive sales.
One of the most successful aspects of the campaign was using influencer ads. Shopee collaborated with popular social media influencers in Southeast Asia, such as Siti Badriah in Indonesia, Jannine Weigel in Thailand, and Phan Kim Liên in Vietnam, to create ads that showcased the platform’s products and promotions in an authentic and relatable way.
The influencer ads were a hit with Gen Z consumers, generating over 20 million views and 6 million engagements on Instagram and TikTok. The campaign also successfully drove sales, with Shopee reporting a 150% increase in orders during the “Shopee 9.9 Super Shopping Day” compared to the previous year.
Social media advertising is a powerful tool for product marketing managers to reach Gen Z consumers. By using different types of ads and targeting options, and following best practices like authenticity, influencer marketing, and mobile optimisation, product marketing managers can engage with Gen Z consumers in a way that resonates with them. In the next section, we’ll explore the role of social media in the future of commerce and how product marketing managers can prepare for it.
In today’s digital age, social media is essential for brands to reach Gen Z consumers. From influencer marketing to user-generated content, social media offers a variety of opportunities for brands to engage with their target audience and drive sales.
Here are some key takeaways from this article:
Here are some actionable tips for brands to effectively leverage social media in their marketing strategy:
By following these tips, brands can effectively leverage social media to engage with Gen Z consumers and drive sales. Social media is constantly evolving, so staying up-to-date with the latest trends and best practices is essential to succeed in this dynamic landscape.