Unlike Millennials, Gen Z has had access to social media and the internet for most of their lives. And because of that, marketers can’t recycle content the same way they’ve done for past generations. Gen Z’s most used platforms Snapchat, YouTube, and Instagram all serve a different purpose in their lives, so adjusting the content to work for each medium is key to successfully reaching this powerful consumer group.
- Snapchat: Gen Z, having evolved with the company since its inception in 2011, Snapchat is the original Gen Z platform and basically set up the blueprint for how Gen Z communicates. Snapchat makes it easy to communicate in a way that helps them truly express themself. It’s in-app design tools allow them to get creative with the content they share privately to friends and publicly via Stories. Note: Self-expression is vital to this generation.
- YouTube: Gen Z is big on creating online communities. They don’t see much of a difference between online friends and real-life friends, which is why new short-form video apps like TikTok and Triller are taking off with this group of consumers. Gen Z uses YouTube to watch tutorials or view content that aligns with their interests, or even starting their own channels to show off creative abilities or share their lives with other people interested in the same things.
- Instagram: The mobile-first generation prefers Instagram to Facebook to discover brands and online shopping. 75% of Gen Z likes buying from retailers online, and since Instagram’s addition of Instagram Shops, it’s made buying from the platform easy and hassle-free. Instagram is also another way for Gen Z to express themselves digitally. They don’t view it as creating a brand but rather showcasing their talents and creativity to the world. Check out sellit, PLANOLY's new feature that helps any business sell directly from Instagram.
Teen Vogue’s 21 Under 21 honoree, Makenna Kelly, is an excellent example of how Gen Z uses readily available tools to create and express themselves. This 13-year-old started her own autonomous sensory meridian response channel (ASMR) called “Life with MaK,” where she uses her phone to record most of her videos. Kelly even says that her generation isn’t more creative than previous ones, but their way of showing it to the world represents early access to the internet and social platforms.
PLANOLY Pro-Tip: Gen Z’s mobile-first mentality is critical when deciding what mediums to market on. Try prioritizing phone and social when speaking to this generation because this is where you’ll reach them best.