Online studies have shown that 89.5 per cent of Singaporeans use social media heavily, spending an average of 2 hours and 31 minutes daily on various social media platforms. The younger generations, comprising Gen Zs, uses social media an average of 5 hours daily. Hence, if you want to expand your campaign marketing reach, targeting them might be the way to go.
Who is the Gen Zs?
Gen Zs comprises those born from 1997 to 2021. Also known as zoomers, they are the initial social generation to grow up with full access to modern digital technology and the Internet. This market group is often found glued to their mobile devices and, therefore, constantly on social media.
Most of the Gen Zs are now in their early 20s and in university. Hence, they are expected to have a certain level of purchasing capability in the next couple of years. Therefore, they are ideal targeting groups if your marketing strategy is to ensure your brand stays on top of the competition.
Why should brands consider targeting Gen Zs?
With most of the Gen Zs expected to graduate in the next couple of years, and some already in the working force, brands can expect an increase in purchasing capability from them. Adding on to their mobile-first and online behaviour, they are expected to help boost global consumption by up to 50 per cent.
Taking advantage of such growth means having to understand and gain insight into the Gen Zs evolving consumer mindset:
- Gen Zs are insatiable video content consumers, which affects how they select their trusted brands.
- Social media affects their purchasing process.
- Gen Zs prefer brands that allow their personality to shine yet are well-known by many.
- Trusted individuals, such as KOLs, social media influencers, family, and friends, influence their purchasing behaviour.
Hence, from this, we know that influencer marketing is a must to reach them properly.
How can influencer marketing help brands reach Gen Zs?
Gen Zs tend to find it easier to adapt to new experiences, services, and products. Most Gen Zs prefer watching unboxing content and product reviews on various social media platforms. Hence, to properly target this generation of consumers, your brand might want to consider working with influencers to produce such content.
As mentioned earlier, influencers have a strong influencing strength, especially with Gen Zs. Ensuring a well-optimised KOL and influencer marketing strategy is key to ensuring an effective campaign that will help spread the awareness and benefits of your brand.
Here are three tips on how you can achieve an effective KOL and influencer marketing campaign targeting Gen Zs:
- Working with the right influencers: The right influencer or KOL can help you maximise the reach to your targeted consumers, driving the conversion your brand is looking for. Working with the right influencer is more than just ensuring that they have a considerable following. It is about ensuring that they are aligned with the field your brand is in. You need to 1) Know your campaign’s objective, 2) Ensure they align with your brand, and 3) Provide the influencer with creative freedom.
- Generate credible reviews: Gen Zs value helpful product reviews by their favourite influencers. The influencers’ words generate trust towards your brand. They know that influencers only work with brands they believe in and promote products that they trust and use too. Hence, to achieve a successful marketing campaign, you need to be able to generate credible reviews by working with influencers who can promote and connect with your brand.
- Run campaigns at a scale: Influencer marketing allows you to maximise the scale of your campaign. For example, your brand has a $10,000 influencer marketing campaign budget. With that budget, you are able to effectively engage 50 nano influencers who are capable of promoting your brand to at least 100 to 10,000 followers each, which means you are able to reach up to 500,000 potential consumers easily. When you have a higher campaign budget, you can either work with more nano influencers or go up the influencer tier, from nano and micro to macro and mega, which each tier having a higher follower count but a higher engagement fee.
Conclusion
The focal point of using influencer marketing in the bid to target Gen Zs is to know what they expect from brands and who they trust when it comes to brand recommendations and product reviews.
And that comes with experience in the field. With Kobe, we can help you with your influencer marketing strategy, matching you with the right influencer best-suited to your brand’s needs. For more information on our portfolio and services, you may find out more at https://www.getkobe.com/.
