Immersed in a digital universe, today’s hyper-connected society has created a generation of highly communicative, inherently conscious, tech-savvy consumers. Born from the mid-1990s to the late 2000s, the majority of this generation is still under the age of 18 and have already held a sizeable impact on today’s society.
Not to be ignored, generation Z is a growing market of around 72 million worldwide and is set to surpass millennials as the largest cohort in history. It’s predicted that this group will make up more than 25 per cent of the workforce from 2020 and will see a huge surge in buying power, with a massive 44 billion annually already being spent. If these figure’s alone don’t make you question whether you should be marketing to them, over 70% of gen-Z’s say they’re able to influence family decisions, such as purchases.
However, the key to unlocking Gen Z’s commercial potential lies in understanding where and how to reach such a rapidly developing cohort. At the epicentre of all interactions is the creative nature of communication, with 51% believing that they are more creative than the generations that came before. Gen Z’s upbringing has led them to develop a unique set of qualities and channels of expression, sharing emotions and keeping in contact with friends through photo’s, status updates and videos; available instantly and sometimes, for the whole world to see. Therefore, it is crucial for brands and marketers to tap into the distinctive language that Gen Z’s have built for themselves.
So where should brands go to creatively communicate? In the U.K., Gen Z spends an average of 10.6 hours online each day, that’s at least 40% of the day spent interacting with multiple brands and platforms. Born in the era of the digital takeover, this generation has never known life without technologies like smartphones and social media, and so it appears a pretty good place to start building a relationship with such an audience.
This is where Snapchat steps in, Snapchat reaches 90% of 13-24-year-olds in the United States and is one of the top forms of messaging communication in the UK for the age group. Snapchat provides a platform to send quick and easy messages, whilst holding onto the element of creativity and the freedom to express yourself in more than just words.
Finding a space where brands can not only advertise but can interact with their customers in a fun but financially rewarding way can be hard to come by. 1 in 5 Gen Z’ers state that Snapchat influences their purchase decisions — double their millennial counterparts and with over 32% of Gen Z transactions taking place on a mobile device, brands can complete powerful end to end sales with only one campaign.
However, unlike other traditional digital campaigns, Snapchat allows for geo-filters, sponsored lenses and interactive articles to entertain and engage users, whilst introducing them to the brand. Vital for Gen Z, ads can seamlessly merge into the platform experience, preventing the 69% of Gen Zs that find online ads offputting.
Whilst there are multiple factors that come into play for an effective campaign geared towards building a relationship with an audience, ultimately Snapchat is the perfect door to reaching generation Z’s and utilising its wide range of creative outputs is the key to engaging their attention. The digitally native cohort are at ease online and love expressing themselves and sharing their creativity with peers. Penetrating the Snapchat ad market with interactive, user-friendly and fun commercials allows for the younger generation to fall in love with a brand without the pressure of hard sales or unauthentic messaging. Not a generation to be ignored and most certainly not a platform to be underestimated, Snapchat should most definitely be on your radar for your next advertising campaign.