Consider Gen Z’s offline, online consumption habits to create engaging content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 03, 2021, 2:49 AM UTC

Marketers creating content for Gen Z must consider how this generation engages in influences consumption.

Despite being known for ethnic and racial diversity and their love for social media, PR and marketing professionals may have misunderstood Gen Z. Peer pressure drives Gen Z's voracious desire for social media, as the cohort feels obligated to keep up with the recent humour, nostalgia, and pop-culture references.

Gen Z's high level of online engagement is notable because it frequently occurs in distracting circumstances. 66% of Gen Z often use multiple devices at the same time. Factoring offline and online behaviours could help marketers create engaging content for those environments.

Moreover, because “non-influencers’” content is raw and authentic, Gen Zs are influenced by them. Gen Z enjoys reading and interacting with others through comments on social and are driven by social algorithms for content production.

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