Author: Ava Florence Howard
Want to engage Zoomers? Here are some essential dos and don’ts if you do.
Anyone in in their twenties is almost certainly a social media veteran. It is a second language for Generation Z and yet for anyone over thirty, it is a language that doesn’t always make sense.
Make no mistake, the world of social media marketing is a difficult one to navigate. With the easily accessible, and constant, stream of content and entertainment, how do you get the Zoomer-consumer to stop scrolling and pay attention to your campaign?
It may seem a little daunting, but this guide will break down the things your brand should look to include, and things to be avoided, if you want to look as though you are fluent in the language of Gen Z.
Dos:
- If you are looking to launch a TikTok campaign, the best place to start is with the audio you choose to accompany the video. By opting for the popular or trending sounds, you will neither attract attention or present your brand as unique, and the likelihood is that your video will be quickly scrolled away from.
Whereas, if you chose a more obscure and catchy song, your video is far more likely to be viewed in full. Better to try something more upbeat that gets someone tapping their foot too rather than a top 50 tune or background music you are more likely to find in the café at M&S!
The right music will also make sure your brand looks relevant and informed as to the tastes of today’s youth, rather than just playing it safe with what YOU think is popular.
- A good example of a brand embracing the trend for TikTok and using it well are the Adult Swim adverts. Their approach and style went on to become a trend itself where users were tasked with finding the AS logo in the most obscure and unusual places. For example, they used the line ‘there’s no use crying over spilt milk’ alongside a girl who from a bird’s eye view spills a glass of milk that spreads to reveal the logo.
Adult Swim’s social media marketing achieved what brands want with people even going on to recreate the video which provided them with free marketing.
- Similarly, collage and scrapbook type videos are growing in popularity. When looking to create a TikTok or Instagram video campaign, the standard advert is typically ignored. However, if it is visually stimulating and well edited, it will attract and sustain attention and interest.
A fantastic example of this is the recent work done by Airbnb where they asked users of their app and website to create a montage of their stays, which were typically made using film cameras. This allowed for the very genuine (and free) marketing of their services and was something certainly appreciated by younger audiences.
- Sometimes the riskier the better! Our generation thrives on dicey headlines – something that would probably shock your nana! Fun, but not offensive, wordplay will definitely draw attention to your marketing, and make it more memorable, e.g. “Get the fork out” for a restaurant locater app – an advert I saw on the tube which has stuck with me. This approach will help a brand to come across as down to earth and funny – attributes that are invaluable when trying to access the youth market.
- Creating the perfect Instagram photo is becoming outdated. Instead, the younger generation favours grittier more real photos on the app. Imperfect shots that previously would have been deleted are now the ones that get posted, shared and loved. Seeing real life reflected in the marketing of brands will only draw attention and increase the popularity of a campaign.
- If applicable to your product, then highlight sustainability as eco-friendliness sells to Gen Z. The world is getting hotter, and we want to believe that our conscious consumption habits are somehow helping the climate situation, not against it. While this won’t be relevant to every consumer, it will certainly open up your brand, and the market, to a huge proportion of my generation who look to shop responsibly.
Don’ts:
- Don’t make your campaign look too much like an advert. Every five to seven posts on Instagram and TikTok is an advert, and the younger generation are well accustomed to this and will instinctively and quicky, scroll away.
- Try not to clutter your image or video with too much information. Intrigue is effective and will help ensure you’re not coming across as trying too hard. If the individual chooses to go on and find out more about your brand, they can easily access it through your social media platforms.
- Emojis are old news so please don’t use them! Instantly your campaign will come across as outdated and trying to connect with ‘da youth’ which can be spotted by ‘da youth’ a mile away and could put them off your brand as will be avoided and ignored. If you want to express emotion without using a word then : ) or : ( are your best bet.
- Do not rely on trends too much as by the time your campaign is produced and released the trend may already have begun to die out. This leaves your brand looking out of date and trying too hard to be relevant which is not a good look.
- If your advert could be mistaken for a daytime TV or supermarket ad, then scrap it. It will receive no attention on social media. And may even attract scorn and ridicule.
- Avoid using a social media ‘star’ or ‘influencer’ in your campaign or to post on your behalf. Even though legally it must be shown on the screen to be an Ad, it SCREAMS brand deal and will come across as forced and awkward. The fact that the person has been paid makes the endorsement and association less believable.
Ava Florence Howard is available for Gen Z social media consultancy and advice.