The digital world is evolving as new generations are continually on the rise. Social media has always been of interest to Millennials and Generation Z. However, each has found solace in different platforms and usage methods. While Millennials make up one quarter of the nation’s population, Generation Z is following closely. Both generations currently make up a large part of the consumer market. Businesses and corporations should be studying and evaluating their use and interests on social media. They should also be identifying what marketing elements get the most attention. These generations are the future of the marketing world.
The Haps on Millennials
Millennials were born between 1980 and 1994. Social media began gaining popularity and traction while many of these individuals were in middle or high school, and became a primary communication method for many. Because of the infancy of social media during this time, many Millennials took the available social media platforms as an opportunity to expand their personal and professional lives, sharing these details for all to see.
Millennials utilize a diverse range of platforms since many platforms were released while they were growing up. Facebook is the platform that they utilize most frequently, often multiple times a day, followed by YouTube and Instagram. And while they also use Snapchat, Twitter, and Pinterest, those are more popular with younger generations.
The Tea on Gen Z
Generation Z was born between 1995 and 2012. In the current year, they represent the largest group of consumers across the world. Gen Z has never known a world without social media. They’ve had access to the internet and social media platforms from the get-go. Social media is their source for everything influential in their lives such as news, entertainment, and communication.
Generation Z spends more time on social media compared to Millennials, but on fewer platforms. Their interests are typically more targeted. Gen Z likes to master platform(s). They know exactly what they want to get out of their social media use. YouTube and Instagram are the platforms they utilize most frequently, followed closely by Snapchat. Others that they also use – such as Facebook, Twitter, and Pinterest – have significantly lower usage rates.
What’s the Diff?
While there are many generational differences present when comparing Millennials and Generation Z, a select few stand out. Gen Zers look for entertainment and fun in their social media. Millennials enjoy sharing, updating statuses, and interacting with friends. The popularity of Facebook in younger generations is decreasing substantially because of these differences. Gen Z prefer platforms that are more visual like YouTube, Instagram, and Snapchat.
Gen Zers utilize fewer social platforms but spend longer amounts of time on their chosen platforms. They are selective as to where they share their content. It’s typically on Instagram or Snapchat, while they use YouTube primarily for entertainment. Along with this difference, there’s also the influencer marketing method that’s becoming more and more popular. Generation Z enjoys utilizing social media to keep up with their favorite celebrities or actors rather than brands, which is what Millennials focus on.
Don’t Be Extra With Millennials
Millennials tend to be well-informed and internet savvy because they’ve had access to the internet for most, if not all, of their lives. They revert to online sources such as search engines, reviews, and forums to answer any questions they may have about a topic, business, and many other points of interest. Growing up mastering the ability to multitask, Millennials also value flexibility and mobility, whether that be in their personal or professional lives.
- Connect With Brand Through Content
- Customer Reviews and Testimonials
- Passionate About What They Believe In
They are drawn to brands that understand, speak, and connect with them. Millennials have their beliefs and passions and stand behind them firmly. When marketing to this generation, it’s essential to encompass these ideas into your social media and marketing as they will help you gain traction.
Don’t Be Basic With Generation Z
Gen Zers have a shorter attention span than their Millennial counterparts, so it’s vital to make an excellent first impression that will draw them in. If you catch their attention, they will likely remain loyal to your brand for quite some time, if not forever. They want to fall in love with an experience, then they will purchase your product. To do this, utilize influencer marketing and share what your product can do for them.
- Sell the Experience, Not the Product
- Incorporate Large Volume of Visuals and Graphics
- Engage with Generation Z
As mentioned earlier, Generation Z appreciates visuals and graphics because they’re looking for a fun experience. Businesses that focus on incorporating these marketing elements gain far better traction with Gen Z. Lastly, they thrive off engagement rather than reading reviews and forums.
As the digital marketing world continues to change generation by generation, social media ebbs and flows as well. Millennials and Generation Z do have a lot of overlap in their platform usage. However, each generation has different values and uses the platforms for different things. Millennials are well-informed, internet savvy, and incredibly passionate about what they believe in. When it comes to digital marketing, they want to connect to the brand and can stand behind what they believe in.
Generation Z individuals have a shorter attention span when compared to Millennials, so a first impression means everything. They look for a fun digital marketing experience that engages and excites them. While it seems we have these two generations mastered, social media and consumer interests will continue to evolve as the world continues to change.