What do you know about Generation Z? Snapchat knows a lot. It’s one of the platform’s core age groups and one that other platforms covet. Here’s what Snapchat knows about it.
Generation Z is an essential generation for marketers and advertisers. For one, it’s the largest and most diverse generation in US history. And Gen Z teens (13-17 in age) are an incredibly influential group who are redefining “societal norms and brand-consumer relationships.” They have a huge buying power – an estimated $44 billion, but they also influence how the households they belong to spend money. That’s an additional $600 billion in influence. According to recent research from Snapchat, “96% of Gen Z parents say their teens influence family spending.”
Gen Z also plays another important role of influence – within their circles of friends. Snapchat says that “70% of Gen Z consider their friends to be like family,” and 85% prefer to have a close inner circle of “a few very close friends rather than a large group they’re not as close to.” Friends are their most “influential factor in purchasing decisions,” thus marketers need to think about “how close friend networks will influence their advertising campaigns.”
Gen Z is a generation whose “makeup is radically different from the generations before.” For example, in the United States, half of Gen Zs will be “part of a minority race or ethnic group by 2020.” Gen Zs embrace inclusiveness and expect the same from friends, the people they meet, and the brands they interact with.
In terms of how they spend “me time” Gen Zs again differ significantly from other, earlier, generations. Most spend their seven free hours on weekdays or eleven hours on weekends on social media (19%) or listening to music (19%), or watching shows or movies (18%). This doesn’t change when spending time with their friends.
Gen Zs are not entitled, “beauty-over-brains, teen phone zombies.” They value “smarts, authenticity, and spontaneity” in messaging from brands, but they expect and value the same from the influencers they’d like to meet. They value “qualities like being real, genuine, creative, innovative, and unique,” and don’t seem to be interested in advertising traits used in the past. They don’t especially value “sexy” or “glamorous” for example.
To reach Gen Zs, brands should tailor their messaging to appeal to all of them but should be careful not to sound inauthentic. “Teens can sense inauthenticity from a mile away, and there’s nothing more cringe-inducing than a ‘How do you do, fellow kids?’ advertisement,” right? What may have worked in the past, may not work anymore.
Image source: Snapchat
You might also like
More from Snapchat
Snapchat Introduces Shared Stories
Snapchat shared stories will let users who have been added to custom stories invite their own friends to contribute. Custom Stories …
Snapchat Partners With Ticketmaster To Launch New Events Map Layer
The new Ticketmaster Snap Mini will allow Snapchat users to find nearby events on the map, and tap on them …
Snapchat Introduces New Personal Safety ‘Live Location’ Feature
Snapchat is introducing a new way to keep track of where your friends are by seeing their real-time location on …
Snapchat Will Finally Let You Change Your Silly Old Username
Snapchat will now let you change your old username without compromising aspects of your account, like friends list, Snap codes, …
Snapchat Is Introducing Mid-Roll Ads In Snap Star Stories
Snapchat has announced the beta test of mid-roll ads in Snap Star Stories, a new monetization feature for creators.
Snapchat Unveils New AR Catalog-Powered Shopping Lenses
Snapchat has improved its AR shopping Lens offering by adding new Shopping Lenses that display details about products.
Snapchat Introduces New Emoji Polls, Bitmoji Reactions, And More
Snapchat is updating its app with new tweaks to personalize the in-app experience and make it more fun and engaging.
Snapchat Opens AR Christmas Market With Six Major Retailers
The holiday market will feature AR experiences from Coca-Cola, Hollister, Prime Video, Under Armour, Verizon, and Walmart.