Gen Zers make up the newest generation that organizations are looking to engage with due to their passion for causes they align with, their technological skill and their adaptiveness. It is a common misconception that members of the Gen Z population are too young to make an impact as a consumer or to influence the market. The reality is quite the opposite. In the United States, Gen Z consists of nearly 69 million people and, in 2020, Gen Zers made up 40% of consumers. As this diverse generation grows into the workforce and becomes purchasing decision-makers, here’s how your association can court this group of rising changemakers.
- Be authentic. Many members of this generation are skeptical of large organizations and corporations. Adweek reported that 78% of Gen Zers are skeptical of brands' commitments to issues such as equity, diversity and sustainability. For this reason, authenticity goes a long way to establish trust that is essential to building a relationship and potential membership. Authenticity can be achieved through transparency; be transparent about your organization’s core values and showcase those values through action on social media channels and your organization’s website. Gen Zers are action-oriented and are willing to pound the pavement to achieve their goals. Show them how they can make a difference by leading by example.
- Pick the right social media platform. Sorry Zuckerberg, but Facebook is out. The platform originally created for college students in 2004 is now used by nearly 83% of baby boomers. Gen Z and younger millennials show preference toward short-form video content apps such as TikTok and Instagram Reels. Consider which platforms make the most sense for your association and fit into your social media marketing strategy, and then invest time building a presence on those apps. And keep your ear to the ground on what app may be hottest in the future. It is important to be as adaptable as this new generation is today, so your organization appears hip to the trends (but don’t say “hip” … never say “hip.”)
- Study and embrace trends. Want to go viral? The first step is to be on-trend. Trends can take form as pop-culture references, popular music bites (TikTok sound popularity is now the leading indicator of the Billboard Top 20 List), trending challenges or popular memes. The window of relevancy for internet trends grows shorter and shorter as internet culture evolves, so stay abreast of what is gaining traction and jump on a trend that will reach your audience and suits your message. One way to stay on top of trends is to check out the top hashtags under the “discover” page on TikTok. Be sure to use the corresponding hashtag for the trend in your video caption for an easy algorithm boost.
- Catch and release. Today, short-form video content is key to reaching Gen Z audiences. These videos are gaining significant traction on TikTok and Instagram, where fast-scrolling viewers give a fraction of a second to videos to determine if they’re interested in watching the full video. To capture their attention and sustain it for the entirety of the video, make an entertaining or captivating statement upfront and keep the content under a minute. At the end of the video, include a call to action, directing viewers to more information via a resource on your profile (a Linktree account allows you to compile resources that can be navigated via a phone’s internet browser). Catch their attention and quickly release with resources.
- Retarget to retain attention. Since Gen Z was brought up with technology, they consume information at astounding rates; 74% of Gen Zers spend their free time online, about eight hours a day on average. Repeated attempts at reaching them via retargeting is important to sustain their attention and move them toward meaningful engagement.
- Leverage influencer marketing. We’re all bombarded with thousands of ads a day, and increasingly, Gen Z has come to rely on content creators they identify with to determine which brands are worth engaging with. These parasocial relationships are the latest craze in marketing due to the authenticity it lends to a brand via influencers. Investing in an endorsement from a popular influencer is valuable and effective in capturing a new audience and building a following. When selecting an influencer, pick someone who is a thought leader in your industry and may have a personal connection to the mission of your organization to ensure the endorsement is authentic and organic.
Recruiting a new generation of members is essential to bringing fresh energy into your organization and to creating long-lasting engagement and membership longevity. When courting this demographic of new professionals, speak their language and show them why you’re worth following — and eventually joining. They’ll reward you with a passionate, issue-aware, tech-savvy base of new members.
Kendall Gibson is a social media and content specialist at MCI USA.
