As a Gen Zer, I spend a lot of time on my phone and often purchase an item after seeing it on social media. Recently, I have noticed an increasing number of products offered from start-up Gen Z owned businesses as well as local businesses in my social feeds. Savvy small business owners prove that with a little creativity and Gen Z specific messaging, you don’t need a big budget and brand name to attract younger shoppers. Especially today, it’s important for all of us to shop small and support the small businesses that need us now.
Engage on TikTok
I have seen a lot of small businesses promote products and build awareness on TikTok. The platform has over 800 million active users worldwide with 41% of users ages 16-24. Small businesses can quickly get started on the platform – simply create a TikTok account and start shooting short and informative videos. Haileystickers, a Gen Z owned business, has gained traction on TikTok through targeted, quality content that showcases the products. This is an example of a small, home-based business engaging the Gen Z market through a smart use of the TikTok platform.
- Gen Z Tip: Know the Platform On TikTok it is important that you are familiar with the platform. You need to shoot video vertically, use music and incorporate TikTok trends (trending songs and hashtags) into your videos. You don’t have to be a professional marketer to be successful. Ask a Gen Zer to provide input on your strategy and even better, feature them in your videos! Check out more great tips for using TikTok from Forbes
Inspire on Instagram
According to Statista, there are approximately 1 billion active users on Instagram with 71% of them under the age of 35. As with other platforms, it is important to create content that appeals to your target audience. To engage Gen Z be sure to include behind the scenes videos, discounts and promotions, and photos of Gen Z consumers using your products. Instagram is a more personalized platform so small businesses can truly target their ideal customers. Here is a great example of how a small business was able to gain my loyalty by using Instagram.
About a year ago, I purchased an item from a small trendy boutique in my area. While in the store, the sales associate asked for my name and started up a conversation. Immediately after the purchase, the boutique requested to follow me on Instagram and I followed them back. Since then, we have stayed connected through the platform and I have become a frequent shopper both in-person and online.
- Gen Z Tip: Interact with Your Target Audience Find and follow Gen Z customers and similar businesses on Instagram. Like their posts, keep them engaged with targeted content and send an occasional personalized direct message – just don’t be spammy! Check out these Instagram tips from Sprout Social.
Socialize on Snapchat
Don’t forget about Snapchat in your Gen Z social strategy. There are approximately 229 million daily, active Snapchat users with 50% of them between the ages of 15-25. With Snapchat, small businesses can give their audience a behind the scenes view of their business. It is also an ideal platform for “in real time” engagement. Some examples of how small businesses are using real time engagement include “snaps” that show unboxing of new products and employees marking down items for an upcoming sale. According to Hootsuite, Snapchat users are 60% more likely to make an impulse purchase on the platform.
- Gen Z Tip: Be Authentic When targeting Gen Z, authenticity is everything. Your Snapchat content needs to connect with the younger audience, tell a story and be in the form of messages rather than posts – which makes Snapchat unique to some other social media platforms. Check out additional Snapchat tips from HootSuite.