Be entertaining, be purpose-driven and don’t be cringey on social media
Just when you think you’ve got the Millennial’s all figured out, here comes my generation to complicate things all over again. If marketing to Generation Z seems a bit daunting to you, don’t worry. Here are five tips for connecting:
Meet us where we live—on social media—but be careful where you step.
Anyone who has spent time on Twitter or Instagram knows that this can be difficult territory for marketers. On the one hand, you want to be fun and relatable, but on the other hand, it’s sometimes difficult to know which posts will go viral and which will offend us or make us cringe (you don’t want to end up on reddit’s FellowKids). So, don’t create content for content’s sake, or try to incorporate your product into every trend to get attention (because it may not be the positive kind). No one is going to follow you if your posts aren’t worth seeing, but if you use a dead meme, or use a meme incorrectly, you’re going to come off as cringey, not clever. Get to know your audience and develop a voice. An easy way to do this is to follow-back big fans of your product. It’s win-win—you get to see what your ideal customer posts, and they’re often excited enough by your follow-back to post positive content about your company.
Be purpose-driven (and the profits will come)
Gone are the days when brands never needed to pick a side on issues—we want to support brands that share the same values as us. But your connection to a cause has to make sense for your brand. Patagonia nailed this perfectly when it criticized President Trump’s decision to reduce the size of two national monuments in December 2017. The move seemed sincere because Patagonia’s connection to the cause made sense, and its genius was reflected in how the brand’s Twitter post was retweeted more than 50,000 times. Support a cause that makes sense to your company and make this support clear in your advertising and social media outreach.
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