Perhaps it will come as no surprise that Gen Z has trouble with some verbal and nonverbal skills that other generations took for granted. Many who became young adults during the global pandemic have long set their communication behaviour apart from former generations.
Let’s face it: online communication by smartphone is the chosen means for 75% of Gen Zers (or “Zoomers”), who spend an average of four hours and 15 minutes on their mobile devices daily.
Looking back
Gen Z grew up around the internet, and they know how to look up everything they need. They were exposed to social media, smartphones, and the internet from a very young age. This has shaped their communication, relying heavily on digital platforms, emojis, and messaging apps.
Significantly, Instagram, Snapchat, and TikTok are steadily rising in popularity, making them the best choice to target Gen Z. That generation tends to favour visual communication over text-based communication, as visual content allows for more expressive and immediate communication (with emojis or abbreviations like LOL, FAM, G2G, YOLO, etc.).
A quick elevator pitch: Eight seconds
Generation Z has an estimated average attention span of eight seconds. Therefore, if the social media content doesn’t explain your brand in less than that, you’ve lost them. A company should make content for their blogs, advertisements and social media easy to read, meaningful and memorable to entice Gen Zers to learn more about the company’s brand.
Ethics
Gen Z wants to support natural, relatable and socially responsible brands. To grab their attention, companies must make their business authentic and approachable. Therefore, we recommend talking about a cause you believe in, finding a way to make your products safe and sustainable. Show them how you positively impact the world.
Online communities
Zoomers are extremely passionate community builders, great at connecting with like-minded people who want to build something great together. Gen Zers actively participate in communities built around common interests on platforms like Reddit and Discord, which remain some of community builders’ most popular tools.
Select the proper communication channels and ensure that your content meets their needs. Your words not only have to align with their current needs but should also align with the values they live by. Importantly, your messaging should be authentic, genuine, and transparent.