Image from Inflexion Interactive
Using social media to capture the attention of Generation Z is the latest key to marketing success, according to a new infographic from Inflexion Interactive.
Generation Z is loosely defined as the group of individuals born between 1994 and the present day, and all sources agree that social media is a dominant force in their lives. For brands to appeal to these young consumers it is essential that they master how and when to use the correct channels to connect.
Fountain of youth
Inflexion Interactive reports that 71 percent of teens use more than one social network, making it difficult for brands to determine how best to reach this subset of consumers. Twitter, Instagram, Facebook, Snapchat and YouTube are considered the most significant platforms that are regularly used by teens today.
Luxury brands like Burberry are beginning to use Snapchat
One of the most successful ways for brands to connect with Generation Z is to tailor different strategies according to each social media platform. For example, a brand can share its latest news on Twitter while providing a behind-the-scenes perspective on Snapchat.
Inflexion Interactive found that 81 percent of Generation Z uses some form of social media, though different platforms varied in popularity. Seventy-six percent reported using Instagram while 93 percent watch videos on YouTube at least once a week.
It is essential for brands to maintain profiles on Instagram
The oldest members of Generation Z are currently entering their 20s, and many attend college and have some form of disposable income. Their combined spending power could add up to as much as $44 billion, making them a significant group for brands to target.
Inflexion Interactive's infographic can be viewed here.
As mobile and social media becomes increasingly essential for brands, it is also important for them to maintain a steady online presence.
Those with the highest spending power in the United States overwhelmingly prefer online shopping, with 72 percent buying via ecommerce in the last three months, according to new research by Unity Marketing.
While online retail still only accounts for a fraction of the sales seen in bricks-and-mortar outlets, it has seen a steeper steady growth over the past 10 years, with a 113 percent increase to traditional retail’s 17 percent rise in the same period. As younger generations become the primary spenders, this growth will only continue, making it imperative for brands and retailers to be accessible via ecommerce (see story).