Create relatable campaigns to target Gen Z effectively

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 08, 2021, 3:48 PM UTC

Generation Z or Gen Z – born between 1997 and 2012 – are digital native consumers with an abundance of information.

To attract Gen Z, businesses must create campaigns that are relatable and emotional. A USC study found that 31% of ads that lead with emotion were successful compared with 11% of ads that lead with logic. These numbers indicate that ads or content that tug at emotional strings often perform better than those that do not.

Gen Zers are halfway between idealism and materialism. As a result, they give importance to value creation. So, brands must focus on creating value-oriented content to target consumers born between 1997 and 2012. Give them practical reasons to trust the brand, find a way to connect with them, understand their pain points and desires.

Studies show that users will not spend more than eight seconds on a marketing campaign unless they find it captivating. So, brands must be persuasive and be apt with their campaigns. Highlight the pain points and pleasure points of their Gen Z prospects to keep them invested.

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