Generation Z is undoubtedly the most tech-savvy generation. They have grown up with technology since day one, have an innate understanding of digital platforms and navigate the online world with ease. This generation's familiarity with technology makes them naturally inclined towards innovations like Bitcoin, which is often called “Internet of moneyHowever, traditional marketing strategies like print ads, billboards, and TV ads will fail with this audience, so how can you reach them?
Understanding generational differences
Before we dive into effective marketing strategies for Generation Z, let's compare them to previous generations.
Generation Z:
- They were born with a smartphone in their hands (almost, but you get it).
- They have a strong affinity for technology, and have never lived in a world without the Internet
- Rely heavily on social media apps like Tik-Tok for news and entertainment
- Value personal connections and authenticity
Gen-Y (millennials like me):
- Digital natives (although they are a bit slower to absorb technology)
- Embracing technology as an essential part of daily life
- Adept at using social media but not as reliant on it as Generation Z
- It's all about finding work-life balance and prioritizing experiences
Generation X:
- The bridge generation between Boomers and Millennials
- It witnessed the shift from analog technology to digital technology
- Relying on traditional media for news and entertainment
- Prioritize stability and security
Now that we've got that out of the way and you've understood who Gen-Z is and established the differences between generations, let's move on to the marketing part.
Messages that resonate with Gen-Z
Authenticity is key: Gen Z can spot BS and inauthenticity from a mile away. Your marketing must be authentic, transparent, and relatable. Avoid false and empty promises; Deliver the real deal.
Personalization and engagement: They crave personalization and personalized experiences. Gen Z wants to be seen and heard, so make sure you take the time to understand them (at Relai, we survey our users several times a year). In your marketing, help them define the problem (by educating them), then put your service or product front and center as the solution.
Educational Content: Generation Z is passionate about self-improvement and learning. Your marketing should provide value by educating or entertaining them, the last thing you want is for it to be boring and without personality. Personality goes a long way. Provide valuable advice and insights for their journey down the rabbit hole. Consider creating digestible educational content such as free eBooks, videos, memes, or an email course with short, actionable lessons. My favorite example of great educational content is My first bitcoin.
Transparency builds trust: Transparency is crucial when dealing with this generation (or any generation, really). They want to know exactly what they're getting into, how your product works, and what they can expect. The more honest you are, the more likely you are to gain their trust.
Meme or die: Gen Z has its own unique language, full of emojis, memes, and acronyms (It's the culture, stupid.) If you want to capture their attention, make sure you speak their language in your marketing. The more it looks like user-generated content rather than an ad, the better it will work. The tweet below received 370,000 organic impressions.
https://x.com/relai_app/status/1637127723268153346
Use short-form video content: Generation Z prefers quick and engaging content. Short videos on platforms like TikTok, Instagram Reels, and YouTube Shorts can effectively grab their attention. According to a report by HubSpotGeneration Z spends more than four hours a day on platforms like YouTube, TikTok, or Instagram. Create informative and entertaining short videos showcasing the benefits of your Bitcoin app, user testimonials, and quick tips on investing in Bitcoin
Choose the correct channels
Effectively communicating with Generation Z requires a strategic approach to platform selection. Depending on your team size and budget, choose one, two, or all from Instagram, Twitter, TikTok, or Snapchat. Podcasts, and YouTube. These platforms enable authentic, engaging storytelling that appeals to Generation Z's preferences for small, shareable content.
Influencer marketing works like magic at Relai. Gen Z tends to trust and value the opinions of their favorite “online personalities,” so getting them to talk about your product will increase brand awareness and brand credibility. Collaborating with micro-influencers with Gen Z followers is particularly effective and cost-effective.
At the product level, the same principles apply – combined with great service, providing added value (games, lessons, news, etc.) will lead to deeper engagement, as Gen Z values interactive and immersive experiences, leading to long-term loyalty and growth. .
Marketing to Gen Z isn't that different from other generations if you think about it – take time to understand them, don't spam them with sales messages in every interaction, and instead, provide value: be honest, knowledgeable, engaging and entertaining. Stand out by having a personality. The more you can enjoy your marketing, the more likely they will embrace your brand.
This is a guest post by Imo Babics. The opinions expressed are entirely their own and do not necessarily reflect the opinions of BTC Inc or Bitcoin Magazine.