The wind is changing in the world of marketing.
While Millennials are currently receiving a good share of business’ attention, there is a new kid on the block— kids, to be exact.
The so-called generation Z is here. And you would be a fool if you think you should ignore them.
Generally defined as those born during the late 1990s to late 200s, Gen Z is expected to have a direct spending power of at least $143 billion in the United States alone. And attracting them to your brand events can mean a whole new set of strategies to be successful.
Gen Z won’t be able to recall a time with technology. As a matter of fact, a survey found out that 97% of nearly 80,000 respondents indicated that they own a smartphone and 64% say that they are constantly online with more than half being more insecure without their mobile devices versus their wallets.
Take a moment to let that sink in.
So, you need to up your event marketing game, optimizing for mobile devices. Make your specific event websites mobile-friendly or develop specific event mobile apps that they can download on their smartphones. You also need to create content with mobile devices in mind, for instance using vertical videos.
2. They Love Influencers
In 2018, it was expected that brands would spend up to $1.8 billion on Instagram influencers with over 14.5 million sponsored posts.
Sponsored posts can cost your business, depending on who you collaborate with. If you have no budget to collaborate with top celebrities, you can go down the influencer route. Choosing micro-influencers, defined as anyone with at least 1,000 – 100,000followers on social media, they are actually more loved by the Gen Z kids since they can relate to them, generating more engagement.
As a matter of fact, micro-influencers drive 60 percent higher engagement levels with 22.2 percent more weekly conversion. Plus, they are at least 6.7 times more cost-efficient.
3. Focus on Snapchat
Although they still love Facebook, 34% of US teens think that the site if for “old people”. As a matter of fact, Facebook lost more than 25% of users between the ages of 17 and 13 in just a period of 3 years.
Regardless, Facebook is still a legitimate and reliable way to reach Generation Z. However, if you are looking to up your event marketing game, then you need to focus on other social media platforms, particularly Snapchat and Instagram.
According to a survey, Snapchat is the favorite platform of US teens at 45% with Instagram following in second place. In addition, 71% of Gen Z uses Snapchat every day with 51% of the group using it at least 11 times a day.
So, when thinking about what social media platform you’re going to market your event, forget about Facebook and start designing for Snapchat and Instagram.
4. Email Marketing, Too
While most people think that email marketing is for those hard-working adults, email marketing is also a must event marketing strategy for the Gen Z population. Since the majority of marketers will target Gen Z via social media, their inboxes have less competition.