The New Approach to Gen Z Marketing Trends
In the ever-evolving world of marketing, one thing has become clear: Gen Z has broken the traditional marketing funnel. Unlike previous generations, Gen Z’s buying behaviors and preferences have redefined how brands need to interact with their community. Let’s dive into the new marketing loop that’s replacing the old funnel and explore the latest Gen Z marketing trends and strategies to effectively engage with this dynamic demographic.
The Loop Model, where every stage strengthens each other in a ‘flywheel.
Inspiration
The first stage in the new marketing loop is inspiration. This isn’t just about making people aware of your brand; it’s about making them feel like insiders. Gen Z wants to be on the cutting edge of trends, often influenced by social media and influencers. Brands need to leverage influencers and create social media content that makes Gen Z feel like they’re part of something exclusive.
A great example of a brand successfully using Instagram to inspire Gen Z is Glossier. Their Instagram feed is filled with user-generated content, influencer collaborations, and behind-the-scenes looks at product development.
Tip: Collaborate with micro-influencers who have a genuine connection with their audience. Use tools like Upfluence to identify and manage influencer partnerships effectively. Upfluence stands out as a comprehensive influencer marketing platform offering advanced features such as in-depth influencer analytics and powerful social listening tools.
Brands can benefit from its ability to create custom discount codes and track affiliate links, as well as its seamless integration with e-commerce platforms like Shopify and WooCommerce. The monthly cost is approximately 450 USD.
(Upfluence dashboard – rich variety of data)
Exploration
Once inspired, Gen Z moves to the exploration phase. Here, they seek more information about the product or brand. This can happen through the brand’s website, social media channels, or reviews from other influencers. Brands must ensure their online presence is robust and informative, providing all the necessary details Gen Z might look for.
A great example excelling in this phase is Athletic Greens. They frequently post content that highlights their product benefits, user testimonials, and collaborations with health influencers. They also share detailed posts about the ingredients and health benefits of their products, often featuring behind-the-scenes content and expert endorsements.
Tip: Implement an AI-powered personalization engine like Dynamic Yield. This tool allows you to create highly personalized user experiences by dynamically adjusting website content, product recommendations, and promotional offers based on real-time data and user behavior.
(Athletic Greens Insta posts)
Community
Community is the next crucial step. For Gen Z, it’s not just about the product; it’s about what the brand represents. Brands should create opportunities for their audience to engage beyond the product through events, exclusive content, or community-building activities. This could be anything from pop-up events to engaging newsletters that offer value beyond sales.
A great example of a brand excelling in this phase is Ritual. On TikTok, Ritual shares a mix of educational content about their supplements, behind-the-scenes looks at their production process, and UGC content from their community. They also host live Q&A sessions with nutrition experts and engage in trends that resonate with Gen Z.
Tip: Use platforms like Discord or Telegram to build and manage online communities where Gen Z can interact with your brand and each other. Host regular virtual events to maintain engagement.
Additionally, create exclusive channels for members to access special content, early product releases, and direct interaction with brand ambassadors or experts. Implement gamification elements such as badges and leaderboards to incentivize participation and reward active members, enhancing the sense of community and loyalty.
(Mainly Gen Z audience in front of a Dr.Jart+’s pop-up activation in NYC during our visit in March 2024)
Read our article on Digital Agency Network, “Beyond the Hype: Mastering the Art of Gen Z Marketing,” which provides tangible insights on effectively engaging with Gen Z consumers. It goes into current Gen Z marketing trends and offers strategies for creating authentic, community-driven content. The Evolut team gathered this information by attending the Youth Marketing Strategy Conference in New York earlier this year.
Loyalty
The final stage in the loop is loyalty. For Gen Z, loyalty goes beyond repeat purchases. They want to create content about the brand, share their experiences, and advocate for it among their peers. Brands need to encourage this behavior by making it easy for Gen Z to share their experiences and by recognizing and rewarding their most loyal customers.
An exceptional example of this is iS Clinical and their approach to generating community-driven UGC videos in their TikTok marketing. The iS Clinical #iSLove program invites fans and partners to share their favorite iS Clinical products on Instagram and TikTok using the hashtag #iSLove. Participants are encouraged to post photos, videos, and captions about their skincare routines, unboxing experiences, and ingredient benefits. The brand will reshare selected posts on their main feeds and stories, giving credit to the original creators.
Tip: Implement user-generated content (UGC) campaigns using tools like TINT to collect and display customer content on your website and social media channels. The platform that helps brands aggregate, curate, and display content from their customers across various social media platforms. It allows businesses to showcase authentic user posts, reviews, and photos on their websites, social media channels, and marketing campaigns.
By leveraging TINT, brands can enhance their engagement, build trust with their audience, and drive conversions through the power of genuine customer testimonials and experiences. This approach is particularly effective when targeting younger demographics, aligning well with gen Z marketing trends.
Gen Z Marketing Trends Conclusion
Adapting to Gen Z’s unique preferences and behaviors requires a shift from the traditional marketing funnel (e.g. AIDA) to a more dynamic loop model. By focusing on inspiration, exploration, community, and loyalty, brands can effectively engage with Gen Z and build lasting relationships. Incorporating Gen Z marketing trends, leveraging lifestyle branding, and utilizing the right tools and techniques will ensure your brand survives and thrives in this new era of marketing.
Remember, it’s not just about making a sale; it’s about making Gen Z feel like they are a part of something bigger.
