Best Youth Research Strategies for Your Brand

Best Youth Research Strategies for Your Brand

 

Generation Z, Millennials, and early adopters have purchase power. While this doesn’t yet rival the $2.6+ trillion of the boomer generation, Gen Z alone has a reported buying power of $500 million+. With precise buying and browsing patterns, brands need outstanding youth research to reach this audience.

 

Let’s take a look at a few Gen Z stats first:



  • Almost 30% made 2 - 5 purchases after seeing a product on social media
  • 31.8% like to hear from brands by email twice a week
  • 85% of Gen Z use YouTube, with 32% saying these use it the most
  • 72% of Gen Z use Instagram, with 15% saying they use it the most
  • 84% of 18-29-year-olds use social media

 

Understanding how this cohort spends and what they think and believe in is paramount before establishing a relationship with them. We know the importance of digging deep with Gen Z; that’s why Selfhood exists. Our very own youth research that brands can access to reach this valuable and essential target audience. Selfhood is our  2,000+ global collective of Gen Z digital natives in 60+ countries and here are just three of the things we’ve learnt:

They Expect Brands to Understand Them

 

Gen Z and Millennials live in uncertain times. We don’t just mean the pandemic; their concerns about financial security and living on an uncertain income mean they understand first-hand the importance of savvy spending and shopping. Think less impulse and more careful research, and you’d be right on the nose. 

 

Gen Z is careful spenders, but they’ll still invest more in excellent quality, long-lasting products that they enjoy being associated with, especially if they’re also early adopters. Your audience is likely to compare prices of your products, look at reviews, check social media and visit retail outlets in person. 

 

However, never make the mistake of thinking that Gen Z are just one homogenous group, so a one-size-fits-all isn’t going to cut it.

 

Their Values = Your Values

 

If you can demonstrate that your brand values reflect your intended youth audience, you stand a better chance of authentic engagement and loyalty. In particular, they are less likely to engage with you if your brand has either a questionable ethical history or that your campaigns are seen as macho, homophobic and racist. 

 

Suppose you want to win this audience over. In that case, our youth research tells us you need to demonstrate a commitment to fighting climate change, have ethical sourcing values and methods and run inclusive campaigns that resonate and have meaning. If you’re inauthentic, they’ll sniff it out. 

Be Generous With the Freebies

 

Who doesn’t love a freebie? Gen Z may not be the highest consumer spenders yet, but in time, they will. Offer incentives and discounts either before they spend or after, so they’re encouraged to return to you. Try offering free stuff on their birthdays or cash rewards for referring friends. 

 

You don’t have to spend massive amounts; you just have to demonstrate that you recognise that their wallet may be light right now, but you value them anyway. Look at what banks do when students first open accounts, offering railcards, vouchers and so on. Just remember, it’s still essential you remain authentic by being open and honest. 

Offer Real-Time Video Content

 

The stats vary, but we can all agree that Gen Z attention span when viewing content is short, 8 seconds or less. Hence the rise of short-form video, especially in real-time. It’s a great way of establishing a connection with your brand. 

 

Try live, behind-the-scenes YouTube clips or quick Instagram or TikTok stories showcasing new products in real-time that invite comments. Your future Gen Z audience is highly likely to submit product reviews if requested and are more likely to do so if they have something positive to say. 

 

While your audience will value meaningful messages, a bit of humour goes a long way too. So the more you use youth research to understand how your audience interacts with video and social content, the better your chances of keeping their interest and loyalty while giving them content they can share with their contemporaries.

 

Want to find out more about how our youth research and Selfhood can help your brand? Get in touch at hello@thisisselfhood.com, and we’ll talk. 




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