The Influence Of Generational Marketing On Influencer Marketing

The Influence Of Generational Marketing On Influencer Marketing

In this article, we are going to introduce you to Generational Marketing. In addition, we’ll lay out the key differences between the ever so popular Gen-Z and Millennials. So, what is generational marketing? It’s the type of marketing when you market to a specific generation of people based on their preferences, upbringings, etc. Firstly, one should tailor the message to capture the attention of a specific age group. Popular age groups for marketeers to target these days are the Millennials and the Gen-Z. Marketeers usually combine both these groups together. Assuming that they both come from the same category of ‘young adults’.

However, Millennials and Gen-Z are very different from each other.

Differences between Millennials and Gen-Z:

Technology:

Both have different attitudes towards technology. Millennials grew up around DVDs,  dial-up internet, and computers the size of boxes. They thought these were groundbreaking. The Gen-Z generation was born into it. They use smartphones, iPads, and have streaming services that will bring any DVD player to shame. Millennials saw the innovation of technology; Gen-Z was immersed in it from day 0. 

Social Media:

The World Economic Forum reports that millennials are logged on to social media for an average of two hours and 38 minutes daily. And Gen-Z logs on for two hours and 55 minutes. Apart from time, the platforms they use are slightly different. Millennials use platforms like Facebook, Instagram, etc. Gen-Z tuned into video related platforms such as Youtube, Instagram, Snapchat, and recently TikTok. Instagram is a platform that both generations use frequently.

Branded Content:

Each generation learns about branded content on social media. Gen-Z tends to learn through videos and influencer marketing focused on social media. While millennials will respond to advertising tactics such as conventional online advertisement, social media marketing, and branded podcasts. Many recent surveys showed that more than 80% of Gen-Z prefer ads or marketing content that show actual people discussing products. And only around 35% of the millennials prefer watching promotional videos.

Millennials VS Gen-Z- Effective Marketing Tips:

Now, we know a few prominent differences between the generations. Here, are some tips on how to effectively market to them.

Millennials:

Millennials fall into the category of those born in the years between 1981-1996. The youngest will be 23 and the oldest will be somewhere in their forties. A socially-minded generation, old enough to make purchasing decisions and always looking out for the next best thing. Marketeers should focus on mobile advertising. Preferring to shop online, turning to their phones for any information; millennials spend around 7 hours online.

When it comes to content consumption millennials have an attention span of 12 seconds.  As a marketeer, one should use this to their advantage. Get creative and make ads that can create an impact in 12 seconds, hence capturing the attention of the audience. Post it on platforms like Facebook, Instagram, etc. Video content is king and if the content is engaging and authentic enough; time won’t matter. While making purchasing decisions, millennials respond positively to traditional online ads, social media marketing, and branded podcasts.

Gen-Z:

The Gen-Z is the generation which has everything they need on their fingertips. Born in the years between 1997-2012; if one wants to capture their attention; anything that a marketeer makes has to be a phone-based experience. If video is the king, Gen-Z is its loyal subjects. Marketeers should focus on video-based platforms like Instagram, YouTube, Snapchat, and more recently, TikTok.

Having an attention span of 8 seconds for content. The content has to be engaging enough for the audience to want to learn more. This is where influencers come into play. Content has to appeal to them, speak to them personally, and not be too into their face when it comes to product placement. Jumping on their love for influencers, one must remember that the Gen-Z knows when a review is paid or done for free. But they love the honest feedback. Hence preferring to learn about products through social media-based videos and influencer marketing.

Conclusion:

The content created should be engaging. Both the generations like to feel as if they are a part of something bigger. Campaigns that require their input will have a higher success rate. Subsequently, if a campaign targets both generations, Instagram and Youtube are apt platforms. As these platforms are old compared to Snapchat and TikTok. Hence, they have users from both generations. If you feel like this blog has been helpful, visit our website for more.

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