Generation Z, born between 1997 and 2012, now represents around 15% of the Italian population. As ‘Digital natives’, they are the first to have grown up with the internet, social media and smartphones as an integral part of their daily lives. Generation Z is a key target audience for marketers – however, the old digital marketing rules that worked with millennials no longer apply effectively when it comes to reaching Generation Z locally.

Who is Generation Z?

Generation Z is distinguished by its unique social structure and consumption habits that differ from those of other generations. They save more, frequent second-hand markets and are very selective in buying from companies that do not reflect their values. In addition, many 18- to 25-year-olds, according to Credit Karma, still live at home with their parents or other relatives, which means that less of their money is committed to rent, food expenses and bills.

The dominance of social media

Social media is an integral part of Generation Z’s life. According to a 2022 survey by Morning Consult, 54% of Generation Z youth say they spend at least four hours a day on social media, with 38% spending even more time. Their favourite social networks are YouTube, Instagram, TikTok and Snapchat. Moreover, according to Statista’s 2022 data, nearly 80 % of Generation Z and millennials have purchased something they saw on social media.

Changing the approach to marketing

To successfully reach Generation Z on social media, you need to take a different approach and move away from old marketing strategies. Here are four practices to consider:

1. Collaborate with creators: Generation Z is more skeptical than traditional influencers. Therefore, the new paradigm is to value authenticity and originality. Collaborating with content creators who have a strong follower base can be very effective. Also, encouraging user-generated content, where the product becomes part of a larger story rather than being the protagonist, can have a great impact.

2. Give the online brand a personality: Some brands are becoming influencers in their own right. This can be achieved by hiring a renowned creator to represent the brand on social media. Other brands use personalities or members of their staff as the faces of the online brand. These approaches help create an authentic and engaging image.

3. Valuing engagement rather than number of followers: Gen Z is less loyal to brands and relies less on content served through social media platforms. Focusing on publication engagement and visibility, rather than number of followers, may be a better indicator of success.

4. Leveraging trends to the brand’s advantage: Viral content has become more accessible but also more ephemeral than ever before. Famous brands that spend thousands of dollars on highly produced content on social media can get mixed results in terms of visibility and engagement. Conversely, local libraries, museums and businesses can gain millions of views and interactions by exploiting the latest trends on platforms such as TikTok, Reels and YouTube Shorts. Keeping it simple is considered positive. Unlike platforms like Instagram, where posts in the feed have to be of high quality and aesthetically pleasing, simplicity is appreciated on these platforms.

The key point is that social media marketing to Generation Z requires a balance between medium adaptability and message consistency to engage an active audience. Optimising the online, social media and local experience will enable brands to capture Generation Z’s attention and convert them into loyal customers. Collaborating with content creators, developing an online personality for the brand, focusing on engagement rather than follower count, leveraging trends and staying current are key strategies to authentically reach Generation Z and convert their engagement into brand loyalty.

*By Michele Rinaldi, Contemporary PR evangelist and Head of Strategy at Soluzione Group. This blog post was originally published on the agency’s website.