The digital marketing world is fixated on millennials, but the next generation of consumers is coming of age. Generation Z, also known as ?post-millennials,? commonly refers to the cohort of individuals born after 1996.
Barely out of high school, Gen Zs already have about $44 billion in spending power. Mintel even puts their purchasing power at $200 billion once you factor in the huge influence they have on what their parents buy. For reference, that?s how much millennials spend annually in the U.S.
In order to appeal to this emerging audience, marketers need to develop a deeper understanding of Gen Zs and begin building a relationship with this valuable cohort.
Social platforms enable marketers to achieve both feats. On social platforms, marketers can reach Gen Zs across the multitude of applications and devices they check daily, while also expanding their understanding of this audience. Test and learn
Digital media platforms show quickly which messaging, imagery, ad formats and targeting strategies work best. They yield high-quality data that can empower marketers with the actionable insights they need to better connect with Gen Zs.
A consumer-packaged-goods company recently wanted to increase awareness of a snack-food product among 13- to 17-year-old males. The brand prepared a variety of assets for testing: humorous ads, informational ads, long videos, short videos and more.
Knowing that 71 percent of 13- to 17-year-olds use Facebook, the brand launched an awareness cam...