Written by Hunnnay, if you’re still trying to woo Gen Z with outdated marketing tactics, it’s time to wake up and smell the algorithm. This generation isn’t just scrolling; they’re streaming, multitasking, and making purchasing decisions faster than you can say “click-through rate.” Let’s dive into how you can capture their attention and loyalty in this digital age.
📊 Understanding Gen Z’s Digital Habits
Gen Z, those born between 1997 and 2012, are projected to be the largest and wealthiest generation ever, with their total spending expected to rise from $9.8 trillion in 2024 to $12.6 trillion by 2030. (NIQ)
But here’s the kicker: their attention span averages just eight seconds, and 99% skip ads that don’t resonate. (WeAreTheCity) So, how do you engage them?
📺 Streaming: Their Primary Entertainment Source
Gen Z spends more time streaming than any other activity, averaging 3.9 hours per day, compared to 3.4 hours on social media. (Roku Advertising)
Streaming platforms like Roku have become their go-to for relaxation and intentional viewing.
Takeaway: If your marketing strategy doesn’t include streaming platforms, you’re missing out on a significant opportunity to reach this audience.
📱 Social Media: The Discovery Playground
While streaming is for relaxation, social media is where Gen Z discovers new products and trends. Platforms like TikTok and Instagram are their playgrounds for spontaneous discovery, with 74% hoping to stumble upon something interesting. (Roku Advertising)
Takeaway: Your social media content should be authentic, engaging, and tailored to the platform’s culture to capture their interest.
🧠 Mindset Matters: Positive Vibes Only
Gen Z associates streaming with relaxation and positivity, making them more receptive to ads during this time. In contrast, social media can sometimes lead to negative emotions, with 80% reporting adverse effects like low self-esteem and difficulty focusing. (Roku Advertising)
Takeaway: Align your ads with the positive mindset Gen Z experiences during streaming to increase receptivity.
🤝 Building Trust Through Quality Content
Gen Z perceives streaming TV content and ads as 38% higher in quality and 28% more trustworthy than social media. (Roku Advertising) They value authenticity and are more likely to trust brands that deliver high-quality, engaging content.
Takeaway: Invest in producing high-quality content that aligns with Gen Z’s values and expectations.
👯♀️ Streaming as a Social Experience
Streaming isn’t just a solo activity for Gen Z; it’s a communal experience. They’re 47% more likely to use TV streaming to socialize with others compared to social media. (Roku Advertising)
Takeaway: Create content that encourages shared viewing experiences to tap into this social aspect of streaming.
Leveraging Roku Ads Manager
Roku, the #1 TV streaming platform for Gen Z in the US, offers innovative ways to connect with this audience. With nearly 60% of Gen Z using Roku as their TV operating system, it’s a prime platform for reaching them. (Roku Advertising)
Key Features:
Self-Service Platform: Easily create, buy, and measure ad campaigns.
Interactive Ads: Utilize Action Ads to engage viewers directly.
Custom Audiences: Build targeted campaigns using first-party data.
Integration with Shopify: Launch shoppable ads directly from your Roku campaigns. (Roku Ads Manager)
Takeaway: Roku Ads Manager provides a comprehensive solution for marketers to reach Gen Z effectively.
💡 Final Thoughts
Love, if you want to capture Gen Z’s attention, it’s time to adapt your strategy. Focus on streaming platforms, create authentic and high-quality content, and leverage tools like Roku Ads Manager to connect with them where they are. Remember, in the digital age, specific is terrific, and there’s no money in your feelings. So, tell a friend to tell a friend, and let’s get to work!
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