Note: Because this is an ongoing series, viewers will not receive a certificate of completion.
- New direction for influencer marketing
- Managing private groups
- Social shopping
- Using stories effectively on social media
- Integrating TikTok
- Brand activism on social issues
- Advanced social media attribution
- Creating shows and series on social media
- Showcasing employees across channels
- Embracing short- and long-form video
Skill Level Intermediate
(upbeat music) - Born after 1996 and on the cusp of adulthood Gen Z are the most active generation on social media. And will have a lasting impact on how this medium is used for the long-term. While there isn't a set of characteristics that solely defined this age group. There are shared patterns in terms of how this diverse generation uses social media. Marketers should pay attention to these patterns and test whether they are the right investments for their organization. A big behavioral pattern to follow is Gen Z preference to communicate on social media privately through messaging and groups, as opposed to publicly like previous generations. To dive into this further, let's hear from Chase Buckle, head of Global Trends at Global Web Trends or GWI. Which is a market research firm that analyzes consumer insights online. (upbeat music) - There's clearly a time and a place for public versus private content sharing for Gen Z. And unlike older groups, they don't necessarily have hundreds of friends collected over the years who they may not know on platforms like Facebook. But, you know, these people would see their content anyway. If they are sharing on public channels it's to a closer network. If it's to strangers, it's to strangers who share their interests or some sort of genuine commonality. But the love of private sector spaces creates challenges for attribution. Because the space is often encrypted. So for any links set on them, say to a product on a website. There's key bits of information missing from that language tell us where that person came from to get to that webpage. So it means that many brands may have more recommendations and referrals from audiences like Gen Z to their products than they might realize because the analytics aren't complete. - To better engage with Gen Z on these private networks explore creating and moderating groups or audio rooms on these channels to foster community. This way you have more direct access to customers and an opportunity to continually provide value to them where they prefer to spend time. While you need to proceed cautiously with creating and communicating in these groups, you could get around the attribution issues by occasionally sharing tagged links or promo codes. Another pattern to keep in mind. Is that social media is far more ingrained in the daily lives of Gen Z than other age groups. Thus, they are far more aware of its pros and cons. - The social media is just much more intertwined in their daily lives. So, many facets to their lives for some social relationships but also to entertain them into commerce, are fulfilled by social media more so than other generations. There's a couple common generalization that Gen Z are unashamedly addicted to social media. And that is certainly true to a certain extent. But, you know, cause only because of they spend longer in their day browsing it. They average around three hours per day compared with the global average of any age group which is just under two and a half hours. But compared to every other generation, they are more conscious of the dangers of social media. And they're also the most anxious about their own engagement as well. They're far more likely to say that they're worried about how much time they spend on it. So on the flip side, they're quite distinct from other generations to say that social media is good for society. And you know, this might seem contradictory but it's actually not. It just shows that they recognize there's a careful balance and that social media can be a double-edged sword. (upbeat music) - To act on this information. Brands need to be more self-aware with how they're communicating on social media to come across as genuine, relatable and helpful to Gen Z. Ensure that you're sensitive to key cultural shifts, particularly as it relates to the interest of your customers. And when possible incorporate your organization's values in your messaging. And lastly, Gen Z are far more interested and comfortable with shopping on social media. Particularly with making a purchase from a live stream. With that said, experiment to see whether adapting your approach to these Gen Z behavioral habits make sense. As this isn't one size fits all advice.