Written by: Lisa Feldberg – Global Head of Growth at IZEA
In an insightful article by Vogue, the transformative impact of Gen-Z on consumer behavior declares the death of the consumer funnel as we’ve known it. Vogue captures this phenomenon by noting, “This generation is growing up with radically different priorities, influences, and technology than previous ones, causing their path to purchase to blur.”
If you’re a process-oriented individual who thrives on structure and order, embracing radical marketing behavior might seem unsettling. How can we justify and bolster such unconventional methods through systematic marketing strategies? At IZEA, we’ve mastered the art of doing just that. Over the past 17 years, we’ve successfully adapted to the ever-evolving marketing landscape. With each emerging generation, we witness the rise of new trends and platforms. Our role is to guide our clients through these shifts, providing them with the best practices and tailored recommendations to effectively navigate and capitalize on these changes.
How to engage Gen-Z at each phase
According to Vogue, the Gen Z path to purchase is “an infinite loop of inspiration, exploration, community and loyalty.” Let’s tackle these together one at a time.
Inspiration
Gen Z wants to be inspired. They constantly seek out inspiration online. Inspire Gen Z with:
Relevancy
Grab attention through bite-sized videos that are as captivating as they are shareable. Whether it’s TikTok, YouTube Shorts, or Instagram Reels, there’s a platform and an audience waiting to connect with your brand.
Integrate your brand into influencers’ yearly content calendars. This ensures your message aligns with their content pillars, boosting both engagement and relevance.
Secure collaborations that feel natural — centered around significant life events or themes that echo your brand’s identity and resonate with your audience.
Ride the wave of micro-trends popular across platforms. They’re your ticket to staying relevant and keeping your audience engaged.
Content scale
Consistency is key. To stay relevant in algorithms, maintain a mix of brand-created and creator-created content that is consistently fresh and engaging. For example, TikTok says brands should post around 100 videos monthly, combining branded and influencer content to stay relevant and gain traction.
Multi-tier approach
Partner with influencers of all sizes, from micro- to macro-, who serve as trendsetters within the Gen-Z demographic. Plus, leveraging partnerships with prominent influencers can swiftly ignite micro-trends, profoundly influencing consumer behavior and catapulting content to viral status.
Creative Ideation
Go straight to the source. Leverage the expertise of Gen Z creators for invaluable insights and trend analysis. Share briefs, marketing plans, and messaging with them to solicit feedback on audience response and resonance.
Brands can also enhance their influencer collaborations by integrating IZEA’s proprietary tools and strategic support for seamless alignment with the ever-evolving preferences and trends of Gen-Z.
Exploration
According to Vogue Business, Gen Z wants all the product details, and they want them now. How can brands accomplish this?
Content marketing and SEO
Generate informative and value-driven content across various formats, such as videos, blog posts, and articles, offering detailed insights into your brand’s products, craftsmanship, unique features, and history.
Be sure to optimize content with relevant keywords, hashtags, and trending topics to ensure favorable search engine rankings, particularly for Gen Z consumers engaged in research.
Customer advocacy
Motivate your happy customers to shout their positive experiences from the digital rooftops.
Through platforms like Zuberance, they can share their love for brands with reviews, testimonials, and photos that paint a thousand words. These voices hold clout and gain attention as they’re authentic stories that will resonate with Gen Z during their exploration phase.
Community
Gen Zers want to feel like they are a part of something, a community. Brands can achieve this connection with:
Variety of activations
Offer exclusive behind-the-scenes content, event sponsorship, influencer collaborations, unique in-person experiences, in-store shopping, and initiatives that challenge social norms to enhance brands’ image and cultivate brand loyalty.
Advocacy and engagement
Embrace the power of advocate marketing strategies to turn your brand into a thriving community hub that buzzes with engagement. Don’t just watch the conversation — be a part of it.
Engage with influencers and consumers alike: Respond to reviews with heartfelt thanks, interact with comments to show you’re listening, and sprinkle likes like confetti to show your appreciation. Share the love by reposting content and stitching together narratives that highlight your brand’s personality.
Loyalty
According to Vogue Business, Gen Z wants reciprocal relationships with brands. The best relationships include:
Human-centric approach
Get ready to place Gen-Z in the starring role of the consumer journey. It’s all about delivering authentic human value that resonates on a deep, personal level.
But how do you achieve this? By making sure every piece of content you create is not just accurate, but also relatable and perfectly in sync with your target audience’s behaviors and preferences.
Think of it as a personalized roadmap, guiding Gen-Z consumers on a journey that’s tailored just for them. This isn’t just about selling products; it’s about creating experiences, forging connections, integrating into culture and building a brand that Gen-Z can truly call their own. So, are you ready to put Gen-Z at the heart of your brand story?
User-generated content
Generate UGC through customer advocacy programs to create a sense of community and engage consumers post-purchase, making them integral parts of a brand story.
Get in touch with us to learn more about how creators can ensure your brand connects with consumers through every phase.
About the Author: Lisa Feldberg
As Global Head of Growth, Lisa leads a team of U.S.-, China-, and Europe-based Client Partner professionals who collaborate with brands to build and execute influencer content strategies and campaigns. Having spent nearly three decades in client-facing roles, Lisa’s understanding of and passion for delivering outstanding experiences with tangible results and value are central to her leadership philosophy.
