This is a fun fact that Instagram brands will love to learn. 97% of Gen Z cohorts believe social media is their main source of inspiration when it comes to purchasing. Many consider social media their main shopping destination. A 2021 Pew Research Survey found that 71% of these new social media users use Instagram heavily for product purchases and content consumption. It’s clear that Gen Z is having a significant impact on Instagram. This impact can make or break your company’s efforts. It’s similar to the Social Servicing Agency that can make or break your day. This article explains why Gen Z is so important for Instagram marketers, and how brands can engage and convert them.
Looking for authentic experiences?
McKinsey & Co conducted research in 2020 with Box1824 to study the purchase and engagement psychology of Gen Z cohorts. This age group is unique and it’s important to know how you can best buy into them. These were some interesting results. McKinsey & Box1824 heard a common refrain from Gen Z: a desire for authentic experiences.
They emphasized personal expression and wanted to discover their place in the world. It turns out that Gen Z cohorts are very concerned about how authentic a product, service, or experience they consume. They were willing to travel great distances to find authentic products, services, and experiences.
Click here if you are also worried about less reach and impressions.
Gen Z’s relationship with Instagram
Each growing generation’s psychology is determined by its social environment. World War II shaped the behavior of the Baby Boomers. The unlimited wealth-creating and position-building possibilities offered by Gen X drove their purchases. The age of self-centered experiences was what the Millennials were experiencing when they arrived.
It was the age where the age so need had replaced the age so need. We have Gen Z, who was born into an environment that offers plenty of information access. This is complemented by the freedom to live life personally, as well as communally or globally, through the widespread reach of social media platforms and mobile phones. According to a Business Insider survey, Gen Z prefers Instagram over other social media channels. Over 65% of people use Instagram daily, compared to 34% who use Facebook.
What Gen Z could do for or against your marketing efforts
Instagram’s current algorithm recommends content based on engagement levels. The more a user interacts with a particular type of content or an account, the more likely similar content and accounts are recommended. Actively suppress any other content that does not get as much engagement. Gen Z social media users are more aware and conscious of the brands they interact with.
Engaging with Gen Z followers on Instagram could make it difficult to get engagement. If a brand receives huge social media traffic, it can be overlooked and marginalized for not engaging with Gen Z prospects in a positive way. They might see Gen Z take their market share away faster than they can get it.
1. To showcase your products or services, use reels and stories
Studies show that Gen Z has the longest attention span, 8 seconds. Numerous studies have shown an increase in short-form content consumption. These include blog posts and videos that are less than 30 seconds long. Videos that are between 10 and 15 seconds in length are some of the most popular. Brands can create short pieces of content for Gen Z using Instagram reels and stories.
There are many ways to make short videos informative and entertaining, including teasing new products or unboxing them with quick promotions. Many Gen Z’ers use TikTok to share their thoughts on Instagram. Marketers have the option to repurpose TikTok videos and create an Instagram trend that revolves around their products or services.
2. Posts can be used to share information about ethical sourcing or operations
Young social media users, like Gen Z, love human interest stories. You can actually use this to your advantage, by showing your behind-the-scenes operations and showcasing ethical and sustainable sourcing methods. Posts can include interviews with locals, candid photos of your work, and diagrams that explain technical product/process specifications. Gen Z is drawn to the farm-to-table story. This reinforces their desire for unique and authentic experiences. To gain their support and trust, you might even offer them a 360-degree view of your entire operations.
3. Get into their FOMO
Social media users of Gen Z are facing the real danger of fearing missing out. Gen Z cohorts are very unhappy about missing out on products or services that they haven’t tried yet, given how hectic life has become. Time-sensitive offers are one of the best ways to get Gen Z engaged with you. You can add “Offer valid for 24hrs only” to your Instagram product listing to get more clicks, visits to the website, and even sales than just the discount. Gen Z will be more likely to contact you if they fear the idea of not being able to test your brand.
4. Increase brand awareness by getting more people to talk about their experience with your brand
Gen Z, a young generation of social media users, loves to hear from others around the globe because they are looking for authentic and real experiences. Gen Z cohorts are more likely to buy a brand if they receive positive affirmations from an intrinsic person about the authenticity of the purchase. Gen Z social media users will often be active in checking Instagram comments and engaging with others more than they are with brands. A new trend is emerging on social media channels like Instagram called “Comment Things Gen Z would Say”. This means comments under posts are used to inspire new content and celebrate the uniqueness of Gen Z social media users. This trend can be used by marketers to build a younger persona and connect with Gen Z audiences. You don’t need to have any comments on your posts if you’re a small business.