How Often Do Millennials Use Social Media
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Gen Z vs Millennial: What Marketers Demand to Know on Social Media
Published October seven, 2021
Gen Z and Millennial audiences are frequently grouped together, just they crave unlike marketing approaches on social – here'due south what y'all need to know.
Last Updated October 7, 2021
At first glance, you might think Gen Z and Millennials are one and the same, only accept a 2d look and yous'll see that each grouping is uniquely their own.
To capture both demographics' attention, yous'll want to have a clear agreement of what sets each group apart.
Considering equally their combined influence continues to rise – so besides does their purchasing power (it'south currently sitting at $1.54 Trillion!).
Below, we'll unpack how to tailor your marketing strategy to both audiences by looking at their shopping habits, customer service preferences, and more.
What'south the Difference Between Gen Z and Millennial Audiences?
Agreement what sets these two generations apart can help you lot better cater your content to the needs of each.
Who is a Millennial?
Co-ordinate to the Pew Research Center, anyone born betwixt 1981 and 1996 (currently aged 25 to xl) is considered a Millennial.
Source: Pew Research Center
What makes Millennials so unique?
They grew up in a globe of technological disruption – chop-chop adapting to the Cyberspace explosion.
In fact, many Millennials vividly remember life before and after the Cyberspace, giving them an appreciation for all things nostalgic.
Check out how hyped the comments section got with the introduction of a Dunkaroos throwback launch:
In broad terms, they value privacy and are known for being curious and independent as they were the beginning to truly grasp the digital world.
And different generations prior, they're more comfortable using social media and are able to navigate changing trends.
Who is a Gen Z?
In dissimilarity, social media and Wi-Fi have been part of Gen Z's colloquial from birth.
Spanning the ages of nine through 24, they were practically born with a smart phone in hand (the iPhone is only fourteen years sometime), and are truthful digital natives.
As technology has e'er been so integrated into their lives, Gen Z are typically more progressive in the digital world than their Millennial counterparts, frequently beingness at the forefront of emerging trends on TikTok and Instagram.
And they're also more probable to be bilingual, take a stiff sense of social justice, and are the most diverse demographic all the same.
Ready to create a solid Gen Z marketing strategy? Larn from Gen Z marketing experts, Liz & Larry, Co-founders of PRZM , in this free video workshop :
The Key Differences on Social Media
In one corner y'all have a generation of savvy digital connoisseurs who've never known life without social media.
In the other, you have a generation who witnessed the shift to digital-first and think when Facebook starting time stepped onto the scene.
Beneath, we'll have a wait at 4 key differences y'all need to know when marketing to each:
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Social Media Usage Trends
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Brand Trust and Loyalty
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Customer Feel
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Online Shopping Trends
#i: Social Media Usage Trends
Millennials prefer perusing multiple content types ranging from videos, photos, newsletters (hot tip: Millennials check their emails way more than Gen Z), and even radio commercials – dividing their time beyond platforms.
One platform that Millennials gravitate towards far more than than their younger counterparts is Facebook, with 87% of Millennials using the platform compared to only 32% of Gen Z.
Source: The Manifest
Fun fact: Because Millennials have a longer attention span than Gen Z – 12 seconds vs eight – this group is far more apt to focus on longer-form ads.
In comparing, Gen Z users are much more in tune with the mobile video experience, leaning towards video-kickoff platforms like Snapchat, YouTube, and TikTok.
When it comes to daily usage of TikTok, 25% of Gen Z log onto the app while only 9% of Millennials take it for a spin.
Additionally, Gen Z's apply of YouTube far outpaces Millennials – 77% of Gen Zers sentinel YouTube daily, compared to 54% of Millennials.
Marketing takeaway: Given that Millennials beloved various types of content formats, information technology's worth repurposing your message into both written and video content. Only for Gen Z, yous get more bang for your buck focusing on video content that's fun and directly.
Source: Y Pulse
Pull in video-loving Gen Z audiences with platforms where videos thrive, like Instagram, Snapchat, YouTube, and TikTok.
Come across how lifestyle brand, Parade caters their short-form video content on TikTok to capture Gen Z'south optics and go them stoked on their line of day of the week undergarments.
For Millennials, it'due south worth honing in on Instagram, Twitter, and Facebook, and experimenting with a multifariousness of promotional strategies including online ads, carousel posts, and podcasting.
We even recommend branching into email marketing – a dandy style to reach a Millennial audience.
Consider adding a weekly or monthly newsletter to your marketing rotation.
This way, you can relay of import company updates, share product launches, and drive traffic to your site.
Demand help building a newsletter strategy? Cheque out our blog post, How to Create a Newsletter Marketing Strategy That Drives Large Results
#two: Make Trust
Millennials are much more trusting of companies. According to 2020 Salesforce research, l% of Millennials say they trust brands and businesses compared to 42% of Gen Z.
That beingness said, they still want the company'south values to be upfront and transparent and look a level of perfection when information technology comes to social media content.
Case in point: Millennials await brands to be perfect in every style, from their polished ads to aesthetically pleasing feeds.
While there has been a slight shift towards less curated Instagram grids (inspired by trendy Gen Zers), this group is however drawn to an aesthetically pleasing social media presence.
So even if y'all don't have picture-perfect photos, there should be some consistency for your brand'south visuals across platforms.
TIP: Check out Subsequently'south gratuitous Visual Planner feature to plan and preview your Instagram aesthetic earlier you hit publish.
Gen Z users are less trusting of companies and would rather see realistic over idealistic.
They prefer ads that show real people discussing products rather than celebrities and entertainers endorsing a make or business organisation.
And because Gen Z is the most various demographic to date, this generation strongly values diversity and inclusion – wanting to meet them reflected in the brands and companies they support.
Marketing takeaway: A great way to connect with both Gen Z and Millennial audiences is to employ the power of influencer marketing to grow your business organisation.
Influencer marketing removes the barriers of traditional advertizing because customers are introduced to your brand from a trusted source (the influencer) on a platform like Instagram or YouTube.
When an influencer recommends a product or service on their channel, information technology comes across as a trusted recommendation from a friend, making them more likely to become a customer (and advocate) for your make.
Just getting started in the world of influencer marketing? Learn everything you need to know about strategizing your first campaign in our gratuitous Instagram Influencer Marketing Strategy Guide !
Another way to build trust with both generations is by using user-generated content (better known every bit UGC).
Sharing photos and videos of real-life customers organically using (and loving) your products create genuine testimonials that Gen Zs (and even Millennials) will be drawn to.
These 18-carat and honest recommendations also have an added bonus: they save you lot time on content creation!
Accept a look at how Dieux uses UGC with their Instagram Story Highlight: "Dieux Angels".
In this space, members of their community are featured actually using their skincare products.
And so if yous're looking to abound your business, user-generated content can seriously assist skyrocket your sales and build truthful brand loyalty.
In case you missed it: Later on has a whole suite of tools designed to make finding UGC and adding it to your Media Library as easy as possible!
#3: Client Experience
Millennials place huge value on customer experience.
A recent study plant that Millennials take higher expectations than all other demographics when it comes to their overall level of connexion to brands throughout their buy journeying.
Source: Salesforce
Always wired in, this audience is eager to collaborate with brands across a diverseness of communication channels – so response time is crucial to be a all-time-in-class brand hither.
In comparing, to make a customer experience stick, Gen Z responds best to the power of personalization.
Having grown upwardly in a earth where Netflix and Spotify offering personalized playlists, and YouTube tees up your next prune perfectly, this generation values a tailored customer feel.
Marketing takeaway: Considering Millennials expect fast and accessible customer service information technology'southward important to develop cocky-service strategies like conversational commerce into your brand'southward Dna.
That fashion, users tin interact with your business 24/7, ask questions, and track their purchases no matter the time of 24-hour interval!
To capture Gen Z audiences you're going to want to emphasize a hyper-personalized service.
Get creative through social listening and auto learning to amend sympathize a user's specific needs. It can be every bit unproblematic as an opening greeting asking for a user's pronouns before inbound the chat.
Thoughtful individuality is your ticket to win large with this audience.
#iv: Online Shopping Trends
Information technology's no surprise that Millennials love to read reviews before making a purchase. In fact, a whopping 80% of Millennials enquiry a product before moving to checkout.
And once that item has been called, Millennials put value on a company's ability to translate their products and services into digital experiences.
In other words: Millennials intendance about how your company operates. They want their purchase journey to cover a pleasant, seamless procedure from beginning to end.
For Gen Z users, their mobile-starting time mindset impacts the mode they navigate shopping online.
Gen Z is twice as probable to make a purchase on their smartphone compared to Millennials.
And more than any other generation, Gen Z loves a good bargain! They value purchases that maximize every dollar – recollect reward programs, free delivery, and coupon codes galore.
Marketing takeaway: To meet both audience'south expectations, mobile optimization is key.
The user journey should exist intuitive with a checkout process that flows nicely, and visual design that fits to screen.
Additionally, ensure your make or business is easily shoppable through various social media platforms like Instagram or Facebook too.
Use a tool like Linkin.bio past Subsequently to brand the route to purchase even easier – add a clickable landing folio to your bio that users can hands navigate and click to shop.
TIP: Upgrade to a Growth or Advanced plan to tag up to five Shopify products direct in your Linkin.bio grid posts, streamlining the route to purchase even further.
To cater to the digital-savvy Gen Zers it's simple: Show your dearest by offering incentives like free shipping or a coupon lawmaking throughout their purchase journeying!
See how VSP offers a variety of disbelieve codes and costless aircraft promotions on their Instagram account to make the users in their community experience like VIPs:
The ultimate marketing takeaway? By understanding what differentiates Gen Z and Millennial audiences, the greater chance you have to increase customer loyalty, drive sales, and build an engaged customs.
With the above strategies put in place, you're sure to deliver the right message, through the right channel, to resonate with the right audience!
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How Often Do Millennials Use Social Media,
Source: https://later.com/blog/gen-z-vs-millennial/
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