Flexing with good content marketing - how to reach Generation Z
They are lazy, addicted to the Internet and make far too many demands at work - we are talking about the young Generation Z (Gen Z for short). The first generation to be born into the digital world and to grow up with smartphones. As a consumer group, today's approx.12- to 26-year-olds make up a third of the world's population and are a relevant target group for almost all companies, because: In recent years, social networks have become the most important communication and advertising platforms. The digital natives 2.0 determine what is trendy and what works. But how can you reach Gen Z with relevant content and win them over for your company in the long term? One thing is clear: It won't work by dwelling on preconceptions any longer. In just a few minutes of reading, you'll learn what really makes the young generation tick and what's important if you want to create Generation Z content that isn't "random".
Generation X Y Z - who is who?
In order to be able to better classify Gen Z, we have created an overview for you with all relevant generations. At this point, it's important for us to mention that people can't be labeled based on their year of birth, of course, but generation profiles can still help to set a good direction in content marketing.
Baby Boomers
Baby boomers were born roughly between 1946 and 1964. The name is based on the rising birth rates after World War II. Among other things, this generation was shaped by the economic miracle and the peace movement, as well as the desire to be needed. They live for work and like to reward themselves. Old values are still deeply anchored.
Generation X
Gen X was born between 1965 and 1980 and thus in the time of the economic crises. At the same time, this generation was able to enjoy the earned prosperity of their baby boomer parents as well as the first major technological advances (first computer, moon landing). The pragmatic generation strives for financial security and quality of life.
Millennials or Gen Y
The Millennial generation is the link between two millennials and was born from around 1981 to 1995. They are also known as the "Generation-Why" because they question many things more than the generations before them - the meaningfulness of work, for example. The pursuit of self-determination characterizes the well-educated Gen Y. They grew up with modern technologies, which is why they are also dubbed Digital Natives 1.0.
What characteristics make up Generation Z?
Gen Z, Zoomer, Post-Millennials or Digital Natives 2.0 - Generation Z has many names and came into the world roughly between 1996 and 2010. Today's 12- to 26-year-olds are the first generation to grow up completely digital. No wonder that the focus is strongly on social networks such as Instagram, Snapchat or TikTok. They know their way around a fast-paced world full of posts, moving images, videos and emojis. Like every generation before them, Gen Z wants to be individual and move the world - social media offers the perfect stage for this, where the real and the digital merge.
What may surprise you is that for the cosmopolitan generation, traditional values such as safety are still very important. As children and young people, they have experienced the fear for our planet as well as the consequences of climate change from the very beginning and survived a global pandemic. The desire for stability and real solutions is understandable and also plays a role in marketing at the Content creation play a role. While the previous generation was still more concerned with the question of self-realization, Gen Z already feels freer. One of the reasons for this is that they have long been living out the endless possibilities of the Internet. More and more new digital jobs are being created, while there is a shortage of employees and trainees in many areas on the conventional labor market.
So on the one hand, Gen Z has a choice, while on the other hand, old securities like a home of one's own have become unaffordable and the future seems more uncertain than ever. Perhaps that's why Gen Z is much less about themselves than it seems at first Instagram glance. Gen Z is a strong advocate for human rights and against climate change. They are also the most multicultural generation yet. Whether as a future employee or as a consumer - Generation Z is the future and therefore relevant for almost all companies.
How does content marketing work for Gen Z?
You've probably already figured out that digital natives 2.0 can rarely be caught with a poster or flyer, haven't you? Generation Z wants to experience content where they prefer to exchange ideas and get inspired: in digital networks like Instagram, YouTube, TikTok or Snapchat. If you want to create good online content for Generation Z, you need to keep a few basic things in mind:
- Core message should be quickly graspable
- Pick up on trends & use them in good time
- Create content to share & save
But let's dive deeper into the topic.
Uniqueness instead of mass-market blah-blah
The desire for uniqueness is great and this is exactly where companies can start. Generation Z doesn't just want to consume.
Anything that is suitable for the masses is no good anyway.
- says our copywriter Lara Jurlina, who herself belongs to Gen Z
The young consumer group wants to identify with a brand and make statements. A special product or a fancy corporate design have long since ceased to be enough. What matters is HOW companies speak to the young target group. A unique tone of voice across all channels is hugely important. Think about how you can package relevant topics in a way that is surprising and easy to grasp.
The Koro brand, for example, has the Gen Z language down pat. The company sells shelf-stable food in bulk packaging at fair prices. On social media, they mainly sell great humor, which is often at their own expense and has long been learned. Instead of boring consumers with facts, Koro creates entertaining content. They don't communicate how much packaging waste a 5 kg rice bag saves, but that you can use it as a dumbbell substitute to train your arm muscles.
More humanity - imperfect is perfect!
No generation before has it been so important to know the people and motivations behind a company. For you, this means above all: Humanity is the key! Many brands and companies use social networks to show more transparency and thus build a bond with the young target group. CEOs often go in front of the camera themselves and openly talk about what they and their team are currently doing or how products are made. It doesn't matter if you want to share something from the daily work routine, introduce the team or product - the main thing is to do it authentically. The best content marketing strategy is the one that doesn't feel like one. Mareike Peters from Naturkosmetik München, for example, does this well. nkm. As a managing director, she openly shows the challenges young entrepreneurs have to deal with.
Gen Z has come into the world with a "fake sensibility. Scripted texts, elaborately produced videos and slick team photos with a "We love our work" description end up in the irrelevant drawer. Showing yourself as a human company also means, among other things, admitting mistakes or involving consumers in decision-making. Gen Z appreciates honesty and thanks you with loyalty and good feedback, which can be valuable for the future of your company. Want to launch a new product but unsure what color will go over well? Sure, you could go with a Content strategy agency put their heads together for hours. Or simply ask the target group on social media.
Baaa! Take a stand & show commitment
Through the Internet, news from all over the world spreads quickly, which is why young people are constantly exposed to climate disasters, human rights violations or war. Instead of just letting all this news hit them, post-millennials in particular are using social networks to get involved. Gen Z wants to know which side your company is on. It goes down well when brands/companies stand up for a better world. But beware. Keep it real. Keep your industry and values in mind. Sometimes it goes over better with Gen Z when companies say they're just speechless right now due to current events, rather than quickly setting up a fundraiser. If brands or companies are committed to sustainability or equal opportunity from the start, they will be expected to take action on certain occasions.
One brand that demonstrates this well is fritz-kola. At TSV 1860's home game at Grünwalder Stadion, soccer fans in the subway or at the pub table were pointed in the right direction with clear statements such as "right, please get out!" In this way, the soft drinks company is drawing attention to the fact that people in soccer stadiums are repeatedly attracting attention due to xenophobia. The guerrilla action is played out on social media, the background explained and often shared.
Additional tip at the end: Speak the Gen Z language - let
Depending on the industry, having a presence on social media or putting Gen Z-relevant content on the website is not that easy. As described earlier, zoomers quickly notice when a company is "going woke." To reach Gen Z, you need to speak their language. Having a hard time with that? No problem. Then let them speak. From influencers, for example. Teenagers and young adults are inspired by role models across various platforms. That doesn't necessarily mean that a person with a wide reach is holding your product up to the camera. Deutsche Bahn, for example, has taken popular presenter and podcaster Laura Larsson and launched a podcast series that follows young people as they explore Europe by train.
Another good example comes from ARD & ZDF. With "funk," they have built up a content network to inform and entertain young people in a fresh way. But influencing can also be done on a low budget. For example, ask if your trainee would like to share the workday on social media. That will definitely be more effective than any "Join us!" poster.
