Gen-Z is, without a doubt, the most technological generation. Growing up with technology from day one, they have an innate understanding of digital platforms and navigate the online world with ease. This generation’s familiarity with technology makes them naturally inclined to innovations such as Bitcoin, often referred to as the “internet of money”. However, traditional marketing techniques such as print ads, billboards, and TV commercials will fall flat with this audience, so how do you reach them?
Understanding Generational Differences
Before getting into effective marketing strategies for Gen-Z, let’s compare them to previous generations.
Gen-Z:
- Born with a smartphone in their hands (almost, but you get it)
- A powerful harmony in technology, they have never lived in a World without the Internet
- They rely heavily on social media apps like Tik-Tok for news and entertainment
- Make links personal and authentic
Gen-Y (Millennials like me):
- True digital natives (albeit slow in technology adoption)
- Embrace technology as an important part of everyday life
- Able to use social media but not as dependent on it as Gen-Z
- It’s all about finding work-life balance and prioritizing experiences
Gen-X:
- Building a bridge between Baby Boomers and Millennials
- Experienced the transition from analog to digital technology
- Rely on traditional media for news and entertainment
- Prioritize stability and security
Now that that’s out of the way and you understand who Gen-Z is and established the differences between the generations let’s move on to the marketing stuff.
Messages Relevant to Gen-Z
Authenticity is key: Gen-Z can spot BS and authenticity from a mile away. Your marketing should be authentic, transparent, and relatable. Avoid unreasonable and empty promises; deliver the real deal.
Personalization and engagement: they crave personalization and a personalized experience. Gen-Z wants to be seen and heard, so make sure you take the time to understand them (at Relai, we survey our users several times a year). In your marketing, help them identify the problem (by educating them), then put your service or product front & center as the solution.
Educational Content: Gen-Z is keen on self-development and learning. Your marketing should provide value by educating or entertaining them, the last thing you want is to be boring and impersonal. Personality goes a long way. Provide valuable tips and details for their trip down the rabbit hole. Consider creating digestible educational content such as free e-books, videos, memes, or an email course with short, actionable lessons. My favorite example of great educational content is this My first Bitcoin.
Transparency Builds Trust: Transparency is key when working with this generation (any generation, really). They want to know exactly where they are getting in, how your product works, and what to expect. The more honest you are, the more likely you are to earn their trust.
Meme or legacy: Gen-Z has its own unique language, full of emojis, memes, and acronyms (It’s culture, stupid.) If you want to attract them, make sure you speak their language in your marketing. If it looks like user-generated content and not an ad, it works better. The tweet below got us 370k free impressions.
https://x.com/relai_app/status/1637127723268153346
Use Short Form Video Content: Gen-Z prefers quick, engaging content. Short videos on platforms like TikTok, Instagram Reels, and YouTube Shorts can effectively grab their attention. According to a HubSpot report, Gen-Z spends more than four hours a day on platforms such as YouTube, TikTok or Instagram. Create informative and entertaining short videos showing the benefits of your Bitcoin app, user testimonials, and quick tips for investing in Bitcoin.
Choosing the Right Channels
Effective communication to Gen-Z requires a strategic approach to platform selection. Depending on your group size and budget, choose one, two, or all of Instagram, Twitter, TikTok, Snapchat, Podcasts, and YouTube. These platforms enable authentic and engaging storytelling that appeals to Gen-Z’s preferences for bite-sized, shareable content.
Influencer marketing works like a charm at Relai. Gen-Z tend to trust and value the opinions of their favorite “online people”, so getting them to talk about your brand will lead to increased brand awareness and trust. Partnering with micro-influencers with a strong Gen-Z following is especially effective and expensive.
At the product level, the same principles apply – and a good service, which offers added value (game, lessons, news, etc.) will lead to deeper engagement, as Gen-Z values interactive and deeper experiences, leading to long-term loyalty. and growth.
Marketing to Gen-Z isn’t that different from other generations if you think about it – take the time to understand them, don’t spam them with sales messages in every communication, and instead, provide value: be honest, informative, and fun. Go out of your way to be human. The more fun you can have with your marketing, the more likely they will accept your product.
This is a guest post by Imo Babics. The opinions expressed are entirely their own and do not reflect those of BTC Inc or Bitcoin Magazine.
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