Reaching Gen Z @Springer Who Is This Guy?
Born 1987 ≠ Gen Z Key Point #1 Know Your Audience. Who is Gen Z?
2004: Facebook 2010: Instagram 2017: TikTok
2007: iPhone & Netflix 2014: Alexa 2001: iPod 1997 2020
2001: September 11 2008: Obama 2016: Trump
2005: YouTube 2011: Snapchat 2019: Disney+ Gen Z is…
• Digitally Native: 64% say they are constantly connected; 57% feel more insecure without their phone than their wallet.
• Diverse & Open Minded: More Gen Zs identify as Hispanic (22%) or Black/African-American (15%) compared to other generations.
• Stressed: 26% used “stressed” to describe their generation, “depressed” was #2
Source: AwesomenessTV Research, 2017; Snapchat, 2019 Gen Z is NOT…
• Out of Control: Drug use and teen pregnancies are at an all-time low.
• Conservative: Only 15% of Gen Z’ers identify as conservative, while 36% identify as liberal.
• Pessimistic: 55% think younger generations will make the world a better place.
Source: AwesomenessTV Research, 2017; Morning Consult, 2019 Comparison
Gen X Millennials Gen Z
Network TV On-Demand TV Streaming
Movie Stars Reality Stars Influencers
Confused Identity Clear Identity Fluid Identity
Private Authentically Public Superficially Public
Individualistic Inclusive Advocates
Independent Communal Global
Source: AwesomenessTV Research, 2017 Attention Span
• Millennials: 12 Seconds.
• Gen Z: 8 Seconds.
Source: MediaKix, 2018 Key Point #2 Go Where They Are. Mobile vs. Desktop
Source: Global Web Index Report, 2019 Where is Gen Z?
• YouTube: 9 out of 10 Gen Z’ers visit YouTube at least once a month.
• Instagram: 75% use Instagram every month.
• Snapchat: 41% of Gen Z’ers call Snap their favorite app (even tho IG is more used)
• TikTok: 500 million Monthly Active Users, and 41% are between 16-24 years old.
Source: Global Web Index Report, 2019; Datareportal, 2019; Piper Jaffray, 2019
Key Point #3 Make It Personal. Most Loved Brands Most Loved Brands
Source: Morning Consult Research, 2019 Most Popular Influencers
“Please name one celebrity, athlete or social media influencer that you would trust to recommend a product.”
Source: Morning Consult, 2019 Influencer Power
• 75% of Gen Z’ers: follow at least one influencer on social media
• More Liked Than Traditional Celebs: As many Gen Z men know PewDiePie as Lebron James. And PewDiePie is more well-liked.
• Authenticity is Key: 88% say it’s important for influencers to be authentic and genuinely care about their interests.
Source: Morning Consult, 2019 Key Point #4 Winning Is What Matters. Jumpstart Growth
• If You’re Just Starting Out: Do things that don’t scale. Worry more about getting on the board, then figure how to scale.
• Think Outside The Box: What can your brand or company do to get eyeballs?
• Use Tools to Automate What You Can: But do your research so you don’t get put in Instagram jail. Tool Example Questions? @Springer