Apr 21, 2021
Want to market to Gen Z? Here’s how!
April 20th, 2021
Hi! I am Sophie and I’m part of Gen Z. I know who we are and I know what we believe in. So, you’re thinking of brand storytelling to Gen Z, and want to know if that is a good idea? Let me help you out.
Why brand storytelling is successful with Gen Z.
Gen z is the generation of technology. We were born with it and it is all around us, with this comes social media. Social media is the most popular way of advertisement and branding. An example of brand storytelling with social media is the brand Always campaign “Like A Girl.” The campaign started in 2014 with the hashtag #LikeAGirl, promoting equality between all genders. The video ad for this campaign consisted of different girls breaking down stereotypes about doing things “like a girl.” The brand storytelling was successful as it communicated with women across the world and started a conversation. The use of the hashtag was a good choice as it allowed the conversation to move onto social media. A debate on this campaign started on many different social media platforms and created a lot of noise. Even though the campaign was controversial and not viewed positively by many people, it was still successful. Want to have successful brand storytelling with Gen Z? Bring it to social media.
We are young. Starting at 1996 to the early-mid 2000s, Gen Z consists of teenagers and young adults. We like videos and pictures, no one has time to read long articles. We consume our news, advertisements, entertainment, in well-crafted easy to look at pictures and video clips. This is why brand storytelling is successful, it’s like a short film trying to sell us something. “Research shows that messages delivered as stories are 22 times more memorable than facts.” Gen Z is a fast pace generation that can get distracted easily. For us to pay attention, brand storytelling has to be to the point and interesting. Want to have successful brand storytelling with Gen Z? Keep us interested.
Once Gen Z feels passionate about something, we will make a difference. From the Black Lives Matter movement to promoting gun control, Gen Z is a generation that goes all-in. We have found ways to make a difference through marches and especially using the power of social media. It is important to find something Gen Z is passionate about to help brand storytelling. We will be most likely to listen if we support the cause. Want to have successful brand storytelling with Gen Z? Support our causes.
Be with the times. If you want a successful brand storytelling you have to understand us as a generation. “People like to buy from other people — not nameless, faceless companies.” Learn about us, find out our likes and dislikes, who is in, and who is out. This is all-important if you want us to trust you. Google used brand storytelling in their “Year in Search” campaign in 2019. They used the concept of “sheroes” as a way to connect with women and younger generations. Google also did a great job adding in different “sheroes” from different generations, so everyone related. To connect your brand storytelling with a generation, use someone we love like Beyonce and make her sell us what you want. Want to have successful brand storytelling with Gen Z? Sell us someone we love.
Let's go over it again!
- Use Social media
- Tell a story
- Keep us interested
- Support a cause
- Stay with the times
